Flavien Rousé: Blending Global Insights with Local Trends in the World of Photography and Film
Can you please share a brief history about your photography business? What motivated you to start this venture?
My journey in photography started out pretty organically. I’ve been in the creative world for years, starting in photo studios and production companies in Brussels, then moving to Bangkok where I delved deep into the industry—managing creative teams, producing photoshoots, and building campaigns for fashion and lifestyle brands across Southeast Asia. It wasn’t just about capturing a shot; it was about telling a story, framing a moment, creating something that resonates.
After leading creative production for big names like Wilhelmina, ZALORA, and foodpanda, I realized I wanted more creative freedom and space to explore my own vision. That’s when I started carving out my path in photography and film. I co-founded NKFR (No Kidding For Real) with my partner, who’s also a filmmaker and photographer, as a space where we could break some of the conventions and do things our way—to craft visuals that are bold, memorable, and, yes, ‘no kidding, for real’ impactful.
Just to highlight – NKFR isn’t just about photography. We approach campaigns from a full 360° angle, working with brands, agencies, and production houses to create content that goes beyond the frame. We’re filmmakers first, focusing on photography when it truly serves the project. Data shows that video has outperformed static imagery for years now, shifting photography to either a premium choice for bold brands or a way to freeze key visuals for billboards.
Our passion lies in working with brands that aren’t just chasing the latest TikTok trend because someone said it would perform. We’re here to craft visuals that are meaningful and built to last – visuals everyone involved can be proud of. That’s what makes us excited to come to work every day.
What drove me to this? I think it was just an unshakeable need to create on my terms. Photography, to me, is more than just an image—it’s a bridge between my creative instincts and the stories that deserve to be told. I’ve always been inspired by film, art, and music, and I wanted a way to blend all these into visuals that speak louder than words. In a way, it was inevitable—creating this business was just the next chapter in a story I’ve been writing my whole life.
What kind of challenges did you face when building up your portfolio or setting up your studio? How did you overcome these challenges?
With NKFR being just under a year old, challenges are certainly still part of the daily hustle. One unique aspect of working here as a foreigner is how it can both attract and, at times, make clients hesitant. Some see the international angle as a plus, offering a fresh perspective. However, for others, there’s hesitation. People might assume working with a foreigner means higher budgets, potential communication gaps, or a style that doesn’t quite fit the local market. Honestly, I’ve been here nearly 15 years, and at this point, I’m probably more local than my name or accent suggests.
Budget-wise, I’m fully aligned with the market here, and I’ve been in the advertising and branding industry long enough to understand the trends, style, and cultural nuances in the region. Balancing that perception while proving that I’m in tune with local needs is a constant effort, but I see it as an opportunity. My experience across APAC means I bring a hybrid approach—blending global insights with a deep respect for local trends.
Another ongoing challenge is scaling up while staying true to my creative vision. Budget and resource limitations are real, especially as we’re building our portfolio and reputation from the ground up. However, I find ways to work with what’s available, leaning into my network of industry contacts and staying adaptable. It’s all about persistence and demonstrating, project by project, that we’re here to deliver quality work that resonates with both local and global audiences.
Could you describe the early days of your business? What were the initial reactions and feedback you received?
The early days at NKFR were all about finding our rhythm and seeing where the strongest opportunities lay. While we initially set out to make a mark in photography, the reality is that the market here tends to be busy with local talent – local photographers often get the first nod due to familiarity, budget alignment, and style. So, while we’re building our name in that space, we’re focusing much more on TVCs and online branding or marketing videos for regional and local campaigns, which have gained traction faster.
For us, it’s about balancing our strengths. I’m focused on attracting international projects, bringing in a fresh perspective and working on campaigns that bridge borders, while my partner, being Thai, naturally connects with the local market. Together, it’s a powerful dynamic – we’re building a brand that’s versatile, able to tackle both local and international projects. Clients see that, and the response has been positive as they appreciate that we understand the specific needs of each market. It’s all about adapting and growing in the areas that resonate, and we’re excited to keep building from here.
How did you manage to grow and expand your business? What strategies did you use to attract more clients?
Growing NKFR has revolved around building connections and showcasing what sets us apart. From the outset, our strategy was centered on creating a portfolio that directly reflected the quality and vision we offer. We didn’t rush into every project that came our way; instead, we chose to work on campaigns where we could truly make an impact, helping us build a reputation for delivering bold, high-quality visuals.
Another key strategy was leveraging both local and international connections. My partner’s deep ties to the local market have been invaluable for reaching Thai clients who want someone who understands their audience, while I focused on expanding our reach internationally. We also invested in strong online branding—ensuring our work is visible through social media, creative communities, and targeted platforms where brands and agencies seek new talent.
Being selective and authentic has allowed us to grow sustainably. Rather than spreading ourselves too thin, we concentrate on projects where we can bring a unique edge, and that has helped us stand out in a crowded market. Our goal is to continue building those relationships and adding value through every project we undertake—a combination of smart positioning and genuine passion for the work.
How has your business performed financially over the years? Can you share some milestones or achievements in terms of revenue?
As NKFR is just under a year old, we’re still in the early phases of growth, so the financial picture is still unfolding. However, we’ve reached some promising milestones that indicate we’re on the right path. Our focus has been on establishing a solid client base rather than rushing to high revenue, and this approach is paying off in terms of recurring projects and positive word-of-mouth.
One achievement we’re particularly proud of is securing several regional and local campaigns for TVCs and online branding videos, which have allowed us to build early revenue streams and showcase our work to a broad audience. Another key milestone has been forming strong partnerships with clients who recognize the potential we bring, especially in balancing local insight with international production quality.
While we’re not yet hitting sky-high numbers—that’s something we’re working towards—our first year has laid a strong foundation for long-term growth. Each project helps us build credibility, expand our reach, and bring us closer to achieving larger financial goals in the future.
What are some key lessons you've learned along your entrepreneurial journey? Is there anything you would do differently if given a chance?
One of the biggest lessons I’ve learned is the importance of patience and adaptability. Building a business isn’t a sprint; it’s a marathon. There’s always a temptation to do everything at once, but I’ve found that taking a focused approach and choosing the right projects makes a significant difference. Another key lesson is the value of a strong network; relationships are everything in this industry, and finding the right people to work with has been crucial.
I’ve also realized that being a foreign entrepreneur in Thailand requires a blend of resilience and open-mindedness. People may have preconceptions, but proving yourself is part of the journey, and each project is an opportunity to demonstrate that our work aligns with the local market while offering a fresh perspective.
If I could do something differently, it might be to streamline the focus of our services even earlier. I started with a bit of a “say yes to everything” mindset, which helped get the ball rolling but sometimes stretched our resources thin. Identifying our core strengths and focusing on them has been key to building a solid foundation. Overall, I wouldn’t change much—every lesson, even the tough ones, has brought us to where we are now.
Are there any tools or software that have been particularly useful in managing and growing your business? Give us a list of what you use in your kit.
Definitely – having the right tools is everything when you’re running a creative business. Here’s our core kit:
1. Google Workspace (Drive, Docs, Slides, Sheets) – This covers pretty much every document we need, from admin and accounting to creative proposals. It’s our go-to for organization and collaboration.
2. Adobe Creative Suite – A staple in the creative world. For design, video editing, and visual production, Adobe’s tools help us deliver quality work across projects.
3. AI Tools (ChatGPT, Claude, Gemini) – AI is increasingly part of our process, whether it’s brainstorming, streamlining tasks, or even enhancing our creative output.
4. Content Generation (MidJourney and AI Image-to-Video Generators) – For content creation, these tools add an extra layer of creativity, letting us experiment with unique visuals and concepts.
5. Instagram and LinkedIn – Social media is essential for building and consolidating our client base. Instagram showcases our style, while LinkedIn helps us connect professionally.
These fundamentals keep us efficient and creative, but we’re always open to trying new tools that can boost our workflow and keep things fresh.
Could you recommend any books, resources, or mentors that have significantly influenced your business journey?
Honestly, Google Search and the internet have been my main go-to for anything business-related – they’re an endless resource, and now with AI, I can synthesize research even faster. YouTube is also a huge part of my routine, giving me access to insights in audiovisual format, and I spend a lot of time watching and listening to great channels that cover everything from business to creative techniques. MasterClass has been useful too, with a few courses that dig into different aspects of business and creativity.
While I don’t have a specific business mentor, I’d say all the people I listen to, watch, or read about here and there have some influence on my decisions. They may not be direct mentors, but the insights add up. Creatively speaking, that would be a very different question – that’s where more specific inspirations come into play.
What advice would you give to budding entrepreneurs who wish to start their own photography business?
First, I’d say to anyone starting out: focus on honing your craft and building a solid portfolio before worrying too much about everything else. Your work is your best calling card, and it speaks louder than any pitch. Invest time in experimenting, developing your style, and finding what makes your work unique – that’s what will attract clients in the long run.
Networking is key, too. In photography, word of mouth can open more doors than you might think, so connect with people in the industry, attend events, and collaborate whenever you can. And don’t be afraid to embrace the business side – learn about pricing, budgeting, and how to manage client expectations. It’s not just about taking great photos; it’s about running a sustainable business.
Lastly, stay adaptable. Trends and technology are always evolving, so be open to learning and trying new things, whether it’s using AI tools, improving your editing skills, or diving into new platforms to showcase your work. Starting a photography business is a journey, and the more you adapt, the more you’ll grow.
Flavien Rousé is an accomplished artist with expertise in Film and Theatre from France and Photography and Video Art from Belgium. As co-founder of NKFR in Bangkok, he innovatively blends global insights with local trends to create impactful visuals in photography and film. His minimalist style explores the concept of ‘parallelism,’ reflecting life’s multifaceted nature.
About Flavien
- Country: Thailand
Specializes in
- Advertising Photography, Commercial Photography, Film Photography, Fine Art Photography, Street Photography, Studio Photography
Quote
Photography, to me, is more than just an image – it’s a bridge between my creative instincts and the stories that deserve to be told.