The Creative Industry Today Series: Part 3 — Nikki Ormerod

Nikki Ormerod, 2024 Applied Arts Photography Awards winning image, KFC's "Reflections - Knife" for campaign for Courage.

In a creative industry defined by constant change—new tools, shifting platforms, and evolving expectations—we spoke with Nikki Ormerod to get her perspective on what it feels like to be working in the middle of it all today. From shifting pressures to emerging opportunities, she shares what’s changing, what’s staying true, and how creatives are adapting in real time. She shared her perspective in this Q&A.

Before starting Undivided, Nikki was a photographer and director—and before that, a Photography and Film student at Sheridan College in Oakville, Ontario. And before that… just kidding.

The truth is, she’s still very much a photographer and director, now also a managing partner with a few extra responsibilities.

Her work is driven by connection, looking beneath the surface to reveal the idiosyncrasies and nuances that define people. She’s drawn to natural beauty, honest expression, and uncensored truth.

From your point of view as a photographer and director:

What do you see as the biggest drivers behind today’s creative pressures?
The pace and volume of imagery now, particularly in the age of AI, has created a constant pressure to make work that stands out. Yet budgets are tightening, and more often than not we find ourselves staring at strong creative with financial realities that simply don’t match the ambition.

How have these changes affected the way you price, scope, and choose projects?

It really comes down to bandwidth. The ideas that excite me most are often the ones that demand the most, and that’s where I have to be careful. I’ve learned to pause and ask whether I genuinely have the capacity to do the work properly, not just emotionally but practically.

When the scope and resources don’t align, the job becomes about collaboration and transparency. Figuring out how to approach the creative in a way that protects its spirit without putting me in a position where the work isn’t sustainable. Projects take more time than they used to, and with very little margin for error, quoting now requires an incredible amount of intention and precision.

What strategies help you protect your creative integrity while meeting commercial demands?

Being incredibly selective.

How are you integrating—or resisting—AI in your practice?

I try not to spiral too much about it, because we’ve lived through versions of this before. When Photoshop arrived, there was real fear that image making was over, that the craft was being replaced. Instead, it became another tool, and an incredibly valuable one.

I was lucky to be in the last year of film being taught in photo school, which meant I got to learn both film and digital. Stepping into the industry, I saw a clear divide between those resisting the change and those exploring it with curiosity. It’s not hard to see which group is still actively working.

What does success look like for you now compared to five or ten years ago?

A decade ago, success meant discovery and figuring out my identity as an artist. Five years ago, it meant building something sustainable through launching my production company. Today, success feels less tied to milestones and more connected to alignment.

It’s about consistent creative growth, meaningful work across the roster, and seeing Undivided continue to thrive. I’ve also moved away from defining myself by my most recent project.

Success now looks like creative conviction. Trusting my perspective, standing behind ideas, and accepting that this may cost me certain opportunities while attracting the right ones. The work I book today feels more intentional, and that sense of alignment feels like the real marker of success.

Do you feel optimistic about sustaining an independent creative career long-term?

I do today. Ask me again in a month. I’m only half joking. I’m optimistic, but it’s a different kind of optimism than it used to be. It comes with the understanding that we’ll have to constantly reassess, learn new technologies, and adapt to an industry that moves incredibly fast.

That rhythm of evolving and occasionally doubting yourself is just part of the deal now. If you can stay open to that and if you’re willing to ebb, flow, and keep growing I think there will always be opportunities to sustain a creative life.

What skills or mindsets feel essential for creatives working outside traditional agency structures?

The ability to step away from your work and reset your mind is essential. Creative work has a way of consuming you, and constantly absorbing the curated lives we see on social media can deepen that feeling. It’s important to recognize that much of it isn’t real life.

For me, inspiration often comes from stepping outside the work entirely and engaging with other parts of life. Creating structure is equally important. As a freelance creative responsible for my own time, having a daily schedule isn’t restrictive, it’s what keeps me grounded, focused, and mentally well.

If you had a magic wand, what would you change about how creative labour is valued?

Creative labour is often misunderstood because so much of it is invisible. If I had a magic wand, I’d give people a true understanding of the process behind the work. The preparation, emotional investment, and ongoing responsibility that extend far beyond the final image.

With that level of awareness, valuation would likely follow. And more broadly, a deeper understanding of each role would lead to stronger, more empathetic collaboration across the industry.

Amid constant change, Nikki’s focus remains steady: connection, honesty, and work that feels real.