CELEBRATING A TENACIOUS TRIBE OF TALENT SINCE 2014.
Why is this project so important for me?
In a world of celebritydom The New Chieftains are a breath of fresh air. They’re non conformists whose instinct to succeed is driven by passion, transformation and challenge. It is these qualities that make them unconventional. Individually they are powerful and collectively they represent a tribe of talent who embody tenacity.
Validation does not come from public accolades but in the form of endeavour, creative transformation and personal achievement. I was compelled to capture their powerful and rich narrative. I wanted to magnify qualities that are typically overshadowed by the importance placed on fame.