PHOTO PRODUCTION Nov 2014

Femke Groot was born and raised in Amsterdam. At an early age, her father, an art-director, exposed her to concepts and ad campaigns and taught her how to interpret them. Developing a passion for traveling, she started working summer holidays in England and even moved to Canada where she attended high school.

After two years, Femke came home and got the chance to start as an assistant traffic manager / art buyer and eventually move into operations management. The passion for traveling persuaded her to go on a 'once in a lifetime' journey. She packed her backpack and travelled for 22 months around Asia, Australia and New Zealand.

The market for freelancing was good upon her return. She worked for ad agencies and for direct clients like Tommy Hilfiger. At Tommy Hilfiger, she started producing big photography productions set in Holland and abroad.

Although all projects are exciting, projects with children are her favourite.