What I’ve learnt from doing videoshoots for Small Businesses in Aotearoa

Over the past couple of years, I’ve had the privilege of working on videoshoots for a wide range of small businesses across Aotearoa. From fitness studios to local creatives and whānau-run ventures, each kaupapa has taught me something new, not just about videography, but about people, resilience, and the wairua (spirit) behind the mahi.

Here are a few of the biggest lessons I’ve picked up along the way:

1. Authenticity is your biggest asset

Small businesses in Aotearoa thrive on real connections with their customers, their hapori (community), and their story. What I’ve learnt is that scripted, overly polished videos don’t always reflect the true essence. What people respond to are genuine moments. A spontaneous kōrero, the behind-the-scenes hustle, a founder speaking with heart. It’s not about perfection, it’s about pono (truth).

2. Preparation is key – but so is flexibility

Sometimes the weather shifts, a tamariki wanders into frame, or we simply need to go with the flow of the day. That’s the nature of working with people. I’ve learnt to be grounded in planning but open to what unfolds, a balance that mirrors the rhythms of te taiao (the natural world).

3. Collaboration over direction

Instead of directing clients, I work with them. No one knows their kaupapa better than they do. My role is to listen, understand, and support their vision. This collaborative spirit is at the heart of mahi tahi, working together in a respectful and equal way.

4. Less can be more

Sometimes the most powerful stories come from simplicity. One camera, natural light, and a kōrero from the heart can have more mana than all the special effects in the world. What matters is clarity, intention, and respect for the story being told.

5. Storytelling builds whanaungatanga

In Aotearoa, we value relationships built on trust, integrity, and shared purpose. Good storytelling, honest, grounded, and human, strengthens whanaungatanga (connections). Helping small businesses tell their story in a way that feels true to them is a privilege I don’t take lightly.

Working alongside small businesses in Aotearoa has reminded me that video is more than just content, it’s a way of uplifting voices, preserving stories, and building a sense of belonging. I’m grateful to be part of that journey.