In 2012 I pitched an idea for a book to Laurence King Publishing that broke with all conventions in the photography 'how-to' market. The first book hit the shelves in March 2014 and four years later has grown into a series selling over 500,000 copies across 21 languages. The key to success was the direct, jargon-free language that emphasized creativity and self-expression over technical knowhow. Unlike other photography 'how-to' books, the images introduced readers to more interesting photographic work and approaches without it becoming too highbrow. The cover design and title also clearly summed up the first book's ethos and was versatile enough to grow into a distinctive series.