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Digital Studio

Jo Mackie

On starting Asset Factory…

My background is in hearing health. I have worked as an audiologist for over 20 years in various areas. I was looking for a new challenge and my husband Andy and I started Asset Factory in 2015 to allow local retailers to capture digital specific content in an efficient and consistent way using very unique technology.    

On evolving technology…

Automated photography machines are used in our smart studio to capture still and video content in lighting speed. These robotic powerhouses are used by the world’s most successful retailers. Fully edited imagery is ready in seconds for online, social and digital point of sale.

Each machine is designed as an all-in-one photography suite with automated features specific to the output required. Controlled via a dedicated iPad, the user can adjust lighting, framings, zoom and camera tilt with the swipe of a finger. There are some exciting developments in augmented reality we are watching closely.

On a highlight of the job…

Working with a range of businesses from start-ups to established brands. I am always amazed by peoples’ courage, drive and passion.

On a favourite book…

A Little Life by Hanya Yanagihara.  

On advice for those starting out in photography and content…

Look to the future. The type of content and the platforms used to share it will be different to what they are now. 

On running your own business in NZ…

Running your own business is all-encompassing with constant challenges. The key is to have perspective on what is truly important in life. The joy is to love what you are doing.

On sustainability in fashion and design…

I feel positive about the increased awareness around sustainability and that consumers are making more conscious decisions on what they purchase. We still have a long way to go - excessive consumption and the resulting waste needs to be at the forefront of every decision. Sustainable brands need to be championed: Net Sustain is a great start and NZ designer Maggie Marilyn is an inspiration. 

On community…

Living in the UK gave me a lot of perspective and gratitude for my upbringing, my friends, family, culture and country.  

On the perfect day…

Getting up when we feel like it! A leisurely breakfast at home with our two daughters who are approaching their teenage years, followed by a long beach walk with our dog, Cooper. Andy is a great cook so the afternoons are spent sourcing ingredients, helping him prep and then watching him work his magic in the kitchen. 

On her love for New Zealand…

There is so much beauty in this country - from the access to nature to the can-do spirit of Kiwis.  

On being grateful for family…

My parents are the most kind, contented and giving people I know. The gratitude I felt falling pregnant with Elise after years of trying to conceive was overwhelming.

On supporting the Great Full community…

Health and wellbeing is critical for any community to thrive. Access to quality healthcare for all should be a priority.