A responsible drinking campaign for Steinlager Beer.
Despite being covered in tattoos, Troy Goodall isn’t a scary biker. In fact, he has a knack for being particularly un-scary. His ability to connect with the people in front of the lens means he captures the truth of a face, a personality or a moment in one beautiful shot. More than this, Troy is known for truly understanding the creative process. It means that rather than just replicating scamps, he shoots strong visuals that really build on an idea. He has a passion for communicating through images - he takes pictures that tell stories, play for laughs or hold a message in a single frame. The darkly evocative mood of his shots are in direct contrast to his working style. He easily connects with his subjects, he’s collaborative and enjoys working in any setting. This versatility is part of the reason he’s maintained long-term, productive relationships with creatives and peers all around the world. He’s also good to have a beer with, which probably has something to do with it too. Troy has a compulsive eye for detail, which comes in handy when he’s taking pictures but means he has to do his breathing when other people touch his equipment. Working with global agencies such as BBDO, Saatchi & Saatchi, DraftFCB, DDB and JWT, Troy has shot ongoing campaigns for international brands such as Vodafone, Ford, Volkswagen, Lion, Pfizer, Unilever, KPMG, Telecom and Air New Zealand. He has proven himself as someone who can execute an idea to an award winning standard resulting in Cannes Lions, One Show, D&AD, Canon Photographer of the Year credits along with published pieces in Lurzers Archive, Capture, and the Award Ad annual. Currently dividing his time between Sydney and Auckland, Troy continues to work on award-winning campaigns for some of the world’s top advertising agencies. In his spare time you’ll find him with his wife and three kids or getting yet more ink.