Mr. Cancedda recently transitioned from his full time job as a Brand Marketer to pursue his lifetime long dream to be an artist/photographer. Mr. Cancedda often describe himself as being a Creative explorer who seeks to put forward stories which are often missed, ignored or invisible to the naked eye. “Every photo is an opportunity to tell a story,” JC Cancedda says, “rarely obvious, often subversive. I hope to capture the beauty of the mundane, the power of light, color and shadow to bring surprise and joy in these tough times.” On the street, he often sees a shot, frames and shoots an object or streetscape very quickly. “The process sometimes feels subconscious. Like letting part of myself take over." The technical tweaking follows later.