North Sullivan of www.thephotostudio.com.au has spent over 40 years behind the camera, shooting some of Australia’s largest advertising campaigns.

These days, his focus is portrait photography — but what he’s built is far from a typical portrait business.

We’re talking about a studio business with close to 80 staff, reported turnover upward of $10 million, and — at the time of recording — more than 150 Meta ads running.

There are three incredible-looking studios built inside retro warehouses, based in Sydney, Melbourne and Brisbane.

I’m excited to learn more about this impressive business, the man behind it, and how North made the shift from high-end advertising photography to building one of Australia’s most recognisable fashion portrait studio brands.

In this interview, North shares how he reinvented his photography career, the business model behind The Photo Studio, why experience and ethics matter in high-ticket portrait sales, what it takes to manage a large creative team, and why imagination, passion and originality may be the real defence against AI.

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