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THE AIT

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We are a small team of
hard-working, kind women;
driven by a love of design.


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11/ IONA NICOLL Q&A



For our 2021 Playlist covers, we are delighted to announce our collaborations with some of our favourite photographers each season. For our WINTER | 2021 Playlist cover, our dearest friend & client, Iona Nicoll has donated one of her INCREDIBLE photographs. 
       We sat down (virtually) with Iona and asked a few of our burning questions.

01. The AIT®:
                 “WHAT INSPIRED THE PHOTOGRAPH FOR OUR 2021 PLAYLIST ?”

01. Iona NICOLL:
       “This image was taken in October this year in The Highlands of Scotland, on the stunning West Coast at Loch Maree, the fourth largest freshwater loch. This loch is somewhere I can almost call home and what amazes me is that the weather can change from windy, rainy dull light to bright shimmery sunlight within minutes. The morning and evening light on the landscape sounding the loch is just magical. This image captures the last of the afternoon sun on the overwhelming beauty of an untouched landscape.”


02. The AIT®:
     “FOR YOUR PERSONALLY, WHAT DOES WINTER AS A SEASON REPRESENT?”

02. Iona NICOLL: 
                “Winter season to me is festive, wholesome, family, cold, cosy, stunning bright light, crisp crystal-clear days.


03. The AIT®:
              “WHAT ROLE DOES MUSIC PLAY FOR YOU IN YOUR CREATIVE PROCESS AS A PHOTOGRAPHER?”

03. Iona NICOLL:
              “Music does have a huge role in my creative process. To clear my head, I listen to music while I go on a run, once I am in that zone, I quite often think of potential creative ideas either for personal work or for a certain shoot. When working with models to get the buzzing atmosphere, music is just fantastic, it gets everyone on that shoot who are normally tense to start with, to relax and get the shoot rolling. Lastly when I am working on post-production, I always have music or the radio in the background again it just gets me into that work zone.”
04. The AIT®:       
   “HOW DID YOU CHOOSE WHICH PHOTOGRAPH TO DONATE FOR OUR WINTER 2021 PLAYLIST AND WHAT EMOTIONS DO YOU HOPE IT EVOKES?”

04. Iona NICOLL:         
              “I chose this photograph for the cover due to it being bold, pure, calming, natural and with so much going on, I hope it stops people for a second and it creates a quick emotion. What emotion that is, is completely up to the viewer, but I hope this image relates to people or takes people away from their busy lives and allows them to take a step back for a second and soak in the beauty of the landscapes surround us.”


05. The AIT®:
           “WHAT INITIALLY ENCOURAGED YOU TO PURSU PHOTOGRAPHY AS A FULL TIME CAREER?”

05. Iona NICOLL:
              “I realised that photography could potentially become my career when I was at university and it was incredibly exciting because I could do something I absolutely love doing and get paid for it! I have so many friends in jobs they don’t really enjoy but with that enables them to have the lifestyle they desire, so I am so extremely lucky that I adore what I do. Working for yourself is a huge plus, you have that freedom, creativity and control.”


06. The AIT®:
          “DO YOU HAVE ANY EXCITING GOALS FOR 2021?”

06. Iona NICOLL:
             “My goals for 2021 are: to work with bigger teams with shoots; models, make-up artists, videographers, creative directors, assistants. Another goal is to collaborate with more freelance creatives and build up relationships that will help all parties out when it comes to new potential clients.”

You can view Iona’s work here. And listen to our WINTER | 2021 Playlist here.

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