Project Overview: Photographing Elm — Ledbury by Fitzrovia in 72 Hours
Project Overview: Photographing Elm — Ledbury by Fitzrovia in 72 Hours
Last week, I had the exciting opportunity to work with Canadian residential real estate developer Fitzrovia on one of their newest projects, Elm — Ledbury.
Fitzrovia reached out to me with a last-minute request to document the completed amenity suites in their latest residential rental project for an upcoming competition. It was a unique assignment, not just because of the tight deadline, but also because of my already packed schedule. They contacted me at 8:00 AM, needing the shoot done that day. As luck would have it, my only availability that week was that very same day!
The challenge? We needed to cover both towers at the complex, as well as the interiors of their new project, Maddox Sherbourne—amounting to 50 final images. On top of that, the proofs had to be delivered the same day, and the fully edited finals were due within 72 hours, just in time for the submission deadline. For context, my usual timeline is 7–10 days for proofs and up to a month for final images.
Thankfully, everything aligned, and I was on-site with Fitzrovia’s marketing team by noon. The shoot lasted eight hours, and I managed to send over the proofs by 11:30 PM that same night. The next morning, I was up at 4:00 AM for a sunrise shoot in Hamilton with Studio JCI—another 18-hour workday. After wrapping up that shoot, I dove straight into processing the final selections from Fitzrovia. With a lot of caffeine and a bit of determination, I delivered all 50 final images by midnight, just in time for their submission.
Being an architectural photographer is about more than just capturing beautiful images—it's about problem-solving, dedication, and sometimes pulling off a miracle for your clients.
While I would have loved the luxury of perfect lighting, meticulous pre-production, and plenty of time to craft each shot, the circumstances didn’t allow for it. Even so, I’m incredibly proud of the results, and so is the client.
Now, it’s time for a much-needed, well-earned nap!
Check out the full suite of images here.
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Developer Fitzrovia Real Estate Inc.
Architect Hariri Pontarini Architects, Turner Fleischer Architects
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Gear: Leica SL2, Sigma 24-70mm f/2.8 DG DN II Art, Sigma 14-24mm F2.8 DG DN Art, Canon TS-E 24mm f/3.5L II
