Isy Imarni completed the Professional Photography Course in 2023 and has since developed a practice that sits at the intersection of photography, advertising and emerging AI technologies. Her work reflects a hybrid approach, combining traditional photographic principles with new digital processes.
Before moving into photography, Isy’s background spanned several industries. She worked in fashion across design and product development, where she became increasingly reliant on strong visual content to communicate ideas. This led her into marketing-led environments within FMCG, where she was exposed to film, advertising and large-scale visual production. Alongside this, an interest in politics and human behaviour shaped her perspective on storytelling and audience engagement.
Running her own fashion brand highlighted the importance of high-quality imagery, but also the difficulty in achieving it when relying on external creatives. This experience ultimately led her to the Professional Photography Course, where she set out to take control of the image-making process herself.
During her time on the PPC, Isy developed a solid foundation in lighting, composition and directing subjects. These skills now underpin her work, even as the tools and outputs have evolved. Today, she works freelance within global advertising teams, collaborating remotely across different time zones. Her role spans the full creative process, from initial brief and concept development through to live shoots, post-production and final delivery.
Her current work often involves creating visual campaigns that combine live photography with AI-driven workflows. Shoots are used to capture high-resolution source material, particularly the likeness and presence of models, which is then developed further through compositing, retouching and AI tools. Her background in fashion continues to inform styling and visual consistency, while her interest in narrative feeds into the overall direction of each project.
“Yes, the Professional Photography Course has been very important. Digital image-making still requires knowledge of composition, lighting and editing. A lot of the work I do in AI relies on the retouching skills I learnt on the course, as well as understanding how to direct models and shape light.”
Since completing the course, Isy has also co-founded a Creative AI network alongside collaborators from film and television, reflecting the increasingly interdisciplinary nature of the industry.
Looking back, her journey highlights how a strong foundation in photography can translate into new and evolving creative fields, where core principles remain as relevant as ever.
