Hi, Allegra here!

I'm a creative director and photographer based in Melbourne, a city that runs on coffee and good light, and I find ideas everywhere in it.

I've always been a storyteller at heart. Whether I'm behind a camera or building a campaign, I'm chasing the same thing: the moment that makes someone stop, feel something and want to know more.

By day, I lead creative for a fitness and wellness brand. I concept campaigns, direct shoots, design brand worlds and work out which ideas actually land with people. By the rest of the time, I'm photographing the quiet, in-between moments that don't ask for attention but reward it, which is where The Archive Prints began.

The two feed each other. Photography taught me to look for what's real in a frame, and design taught me to turn that into something people act on.

Browse the photography here, and if you're curious about the design and creative direction side, I'm always happy to share it. Just get in touch.