We were lucky to catch up with Ian Serfontein recently and have shared our conversation below.

Ian, thanks for joining us, excited to have you contributing your stories and insights. How do you feel about asking friends and family to support your business? What’s appropriate, what’s not? Where do you draw the line?

You know, it’s a really interesting question, and something I’ve been thinking about as I get my photography business, “Ian Serfontein Photography” off the ground here in Southern California. On one hand, my friends and family are my biggest cheerleaders, and their initial enthusiasm has been so encouraging. Hearing ‘your photos are amazing!’ from people I care about definitely fuels the fire.

I think it’s absolutely appropriate to share my excitement and my progress with them. Letting them know about new services I’m offering – like the family photography packages I’ve been developing or my efforts to connect with local businesses and schools – feels natural. Asking for honest feedback on my website (www.ianserfonteinphotography.com) or even sharing my social media posts (@ianserfonteinphotography) feels like a way to include them in the journey. If a friend genuinely needs headshots for their new LinkedIn profile, and I can offer a friend-rate, that feels like a win-win.

However, I’m also very conscious of not crossing the line into making them feel obligated. I wouldn’t want to pressure anyone into booking a family photoshoot if it’s not the right time or fit for them, just because we’re close. Similarly, constantly pushing my services or expecting them to be my primary source of income feels unfair to them and unsustainable for my business. My goal is to build a client base based on genuine need and the value I offer.

Where do I draw the line? It’s when the ‘support’ starts to feel like a burden or an expectation rather than a genuine offer of help or interest. If I find myself feeling resentful that a family member hasn’t booked a session, or if I’m constantly bringing up my business during personal time, I know I’ve probably crossed that line. The personal relationships are paramount.

I don’t have one specific anecdote that shaped this view, but I’ve seen how mixing business and personal life can sometimes create awkward situations. For example, a friend who expects endless freebies because ‘we’re friends,’ or a family member who gives unsolicited and sometimes unhelpful ‘business advice’ based on no actual experience in photography. These situations highlight the importance of clear boundaries from the start.

Ultimately, I value their emotional support and encouragement immensely. If they organically become clients because they genuinely love my work and it meets their needs, that’s fantastic. But I want to build my business on its own merit within the LA / Ventura County community, knowing that any support from friends and family is a genuine bonus, not a requirement.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Well, for those who haven’t crossed paths with my work before, my name is Ian Serfontein, and my journey into photography has been a bit of a cinematic detour, in the best possible way. For years, my world revolved around the dynamic storytelling of film and television, where I worked as a Director of Photography. That role immersed me in the art of visual narrative – crafting the mood, guiding the eye, and shaping the emotional impact of a scene through light, composition, and color.
What’s fascinating is how those years behind the camera on set have organically bled into my photography. I find myself approaching a portrait session or a product shoot with that same cinematic eye. People often comment that my images have a certain depth or a storytelling quality to them, almost like a still captured from a movie. I think that’s the DP in me coming out, always looking for the light that sculpts, the angle that reveals, and the moment that resonates.
In terms of what I offer, I provide a range of photography services here in the Malibu area and beyond, including evocative family portraits, cinematic headshots for professionals and schools, and brand photography that tells a story.
The core problem I solve for my clients is helping them connect with their audience on a deeper level through impactful visuals. Whether it’s capturing the genuine connection within a family, presenting a professional with confidence and approachability, or showcasing a product in a way that entices and informs, my goal is to create images that go beyond the surface and communicate a feeling or a narrative.
What sets me apart, I believe, is that cinematic perspective I bring. It’s not just about taking a picture; it’s about crafting a visual moment. I pay meticulous attention to light and shadow, using them to create mood and highlight key elements. My composition is often deliberate, drawing the viewer’s eye through the frame in a way that feels intentional. And I strive to capture authentic moments, whether a genuine smile or the subtle texture of a product, with a clarity and depth that feels almost tangible.
I’m incredibly proud when a client tells me that their photos not only look beautiful but also truly feel like them or perfectly represent who they are. That connection, that emotional resonance, is what I aim for.
The main thing I want potential clients, followers, and fans to know about me and my work is that I’m passionate about visual storytelling in all its forms. I bring a seasoned eye and a dedication to crafting images that are not just visually appealing but also meaningful and impactful. Whether we’re capturing a family’s legacy or showcasing a business’s vision, I approach every project with the same level of cinematic care and attention to detail.

For you, what’s the most rewarding aspect of being a creative?

As a Director of Photography who has transitioned into photography, the most rewarding aspect of being an artist in this new medium would be the direct and immediate connection with the story and the subject, and the tangible creation of a lasting visual narrative, all under my singular vision.
As a DP, I collaborated with directors, writers, and a whole crew to bring a vision to life. While rewarding, it was a collective effort. In photography, especially in my own business, I am the sole author of the visual story from conception to final image. That singular creative control and the direct translation of my internal vision into a tangible piece of art is incredibly fulfilling.
In film and TV, the impact of my work unfolds over time as the project is released and viewed. In photography, especially with portraiture or family work, I often witness the immediate emotional impact my images have on my clients. Seeing the joy, the tears, the connection evoked by my work firsthand is a deeply rewarding experience, offering a more direct and personal connection to my artistic output.
While my work in film and TV is preserved, photography offers a more immediate and tangible artifact. Prints, albums, and digital files become cherished heirlooms. Knowing that my artistic skill is creating these lasting visual memories for individuals and families is profoundly rewarding.

Is there mission driving your creative journey?

My mission is to create a visual legacy for families, transforming ordinary moments into extraordinary memories. I want to tell their unique stories through authentic, heartfelt photographs that evoke emotion and bring a smile to their faces for years to come. Ultimately, my goal is to deliver not just pictures, but heirloom-quality artwork that celebrates connection, love, and the beautiful tapestry of family life.

Contact Info:

• Website: https://www.ianserfonteinphotography.com
• Instagram: @ianserfonteinphotography
• Linkedin: www.linkedin.com/in/ ian-serfontein-photography-78669a365
• Yelp: Ian Serfontein Photography

Image Credits

Ian Serfontein