Building a Lifetime Personal Project as a Photographer
- Luke
- Dec 17
- 3 min read
When I left a stable brand career to focus on photography, I didn’t just want to take on jobs - I wanted to build something that would last. For me, that meant developing a personal project: a long-term body of work that grows alongside my career and my life. In an industry obsessed with trends and quick wins, a personal project is how I stay grounded and keep my work honest.
Why Start a Personal Project?
Most photographers start with client work. It pays the bills, builds a portfolio, and opens doors. But if you want your work to mean something, you need a thread that runs deeper than assignments. My own project began as a way to document endurance - physical and emotional - in athletes and everyday people. It’s changed shape as I’ve moved from Australia to Paris, but the core idea remains: capture what it means to persist, to adapt, to keep going when nobody’s watching.
Lessons from Brand Work: The Value of Consistency
Years in brand strategy taught me the power of repetition. Brands build recognition by telling the same story in different ways, over time. A personal project works the same way: you return to the same themes, places, or people, and the meaning builds. My project isn’t about chasing novelty. It’s about digging deeper each time I pick up the camera.
Finding Your Subject (and Letting It Change)
You don’t have to start with a grand vision. My advice: pick something you care about, even if it feels small. Maybe it’s a street, a community, a ritual. For me, it started with documenting local running groups and the quiet rituals of pre-race mornings. Over time, the project grew - following athletes, capturing their routines, and exploring the spaces where endurance lives.
Don’t be afraid to let the project evolve. Moving to Paris changed everything: new faces, new energy, new stories. I let the work shift with me, and it’s richer for it.
How to Make It Sustainable
Long-term projects need structure, but not rigidity. I set simple rules: shoot regularly, review and edit every few months, and print a selection each year. This keeps me accountable without burning out. I share work-in-progress on my site and with a handful of trusted peers, not for likes, but for honest feedback.
The Payoff: Personal and Professional
A personal project gives you a reason to keep shooting when paid work is slow. It builds your voice and helps clients see what you care about. Some of my favorite jobs have come from people who saw my project and wanted that same honesty in their own images. More importantly, it’s a record of what matters to me - something I can look back on and know it’s real.
Advice for Photographers
Start small. Don’t wait for a perfect idea.
Make time for it, even when you’re busy.
Share the work, but don’t chase approval.
Let the project grow with you.
Final Thoughts
Photography is full of fleeting moments. A personal project is how you build something that lasts. For me, it’s the thread that ties together everything I do - client work, travel, daily routines. If you’re feeling stuck or looking for meaning, start your own. It doesn’t have to be big. It just has to be yours.
About Me
Luke O’Shea is the founder of The Other 12 Hours, a Paris-based photographer with over 15 years’ experience in global brand strategy and creative direction. He’s worked with sports teams, endurance athletes, and creative clients across Australia, New Zealand, USA, and Europe - helping them tell stories that cut through the noise. View his portfolio and connect at theother12hours.com.
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