Fernanda Pedroso - Photography

From advertising to award-winning: Fernanda’s journey to becoming Australasia’s top emerging photographer

Exploring a career change

After nearly 20 years in Brazil’s advertising industry as a producer, Fernanda moved abroad for love in 2020 and found herself at a crossroads. Unsure of her career path in a new country, the universe intervened when COVID-19 closed borders the day after she arrived in Australia.

As a producer, Fernanda was always surrounded by photography so with time on her hands, she delved into studying marketing and phone photography. Through this practice, she discovered her passion for capturing moments and telling stories through photos, leading her to pursue a career in photography.

A chance encounter

Fernanda first heard about the Canberra Institute of Technology (CIT) on her way to a photography workshop in Victoria. Fortuitously seated next to a pet photographer on the plane, she shared her aspirations of becoming a professional photographer. The photographer recommended completing a course at CIT to develop the photography skills and experience needed to become an industry professional in Australia, particularly Canberra. Inspired by this conversation, Fernanda applied to study at CIT.

The CIT experience

Photograph by Fernanda at Melbourne Fashion Week 2024

Fast forward four years to 2024, Fernanda has been named the overall winner of Australasia’s Top Emerging Photographers competition. Reflecting on her achievements, Fernanda says, ”it’s amazing!

“I didn’t expect it at all, since I started, I was submitting my work for awards and was getting good results.

"For the top emerging it was my second time trying, this year I thought I was going to do well but I didn’t expect to be the overall winner.

“Being on the cover of the magazine is the cherry on top, it’s amazing to be recognised and have my work recognised by so many great professionals in the industry and think it’s a kickstart to my career.

“Studying at CIT helped me a lot to understand the market, develop my skills and bring my crazy ideas to life in the amazing studio.

“It’s a safe environment, so you can be honest about your doubts and talk to the teachers.

“Having to do things you wouldn’t normally do allows you to push yourself to be better and develop the knowledge and skill set required.

“I think it’s important to study as the teachers think about the best way that you can learn the technique that is required and it’s really helpful,” Fernanda says.

What’s next and words of wisdom for aspiring photographers

Fernanda dreams of having her own photography business and hopes her work makes a difference to people, having them take a moment to stop and think about the story behind each image.

Fernanda advises aspiring photography students, “If you really love photography, study, try your best, don’t quit, it’s not going to be easy.

“Look for good courses to help develop your skills.”

Learn more about studying photography at CIT.