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Brand & Lifestyle Photography, Cardiff, South Wales

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hello@alexsedgmond.com

+44 (0) 7989 096 992

Cardiff, United Kingdom

© 2025

Porsche Centre Cardiff - One Step Closer

May 05, 2023

If you’ve known me long enough, you’ll know that I get all gooey eyed around anything Porsche.

Well, truth be told anything well engineered, if it just so happens to have a turbo charged flat six… All the better.

I digress. It’s been a regular day dream of mine to own a 911. More so a classic 964.

Whilst the chances of that daydream coming true are fairly slim, I’ve shifted that daydream to working with anything Porsche related. I’d love to document a restomod build process and turn it into a nicely bound book for the owner. Something chunky with loads of geeky facts about the build included. Something that can be passed down with the car, retaining it’s heritage.

I digress again.

A few days back I was given the opportunity to shoot with Porsche Centre Cardiff for a piece included in a clients marketing mag.

The original plan was to explore welsh beauty spots in an electric Taycan. However, come shoot day the plan fell through and the only car left available was a 911 turbo S.

Such. A. Crying. Shame.

Who am I trying to kid, when hearing this news it took every fibre in my body not to regress to my 8 year old self making “bwaaaarp” noises whilst playing Scalextric with my dad.

So, to round this up. I don’t own the car. It’s not to be included in a book. It’s not a 964.

However, it is my first proper taste of Porsche and I’m extremely grateful to have had the opportunity! Thank you again to Jeff for setting this up and to Tom for letting me “copilot”.

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Exploring Bristol With Jemma Gunning

September 30, 2022

Hey bud!

They say, if you ever wanna experience a place, then follow the locals.

Bristol is one of those places I thought I had sussed out; Stokes Croft for gigs, Park St for thrift shops and the Marina for street food paired with art.

However, courtesy of John at Pressing Matters, I was given an insight to more hidden gems during a private tour with print artist Jemma Gunning.

For Issue 20 John & Jemma wanted to celebrate what Bristol has to offer in terms of inspiration.

Having shot with Jemma in the past, I was itching for another excuse to hang out and watch her create.

Coffee was consumed, falafel was inhaled and 25,000+ were steps taken.

Belter of a day!

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Kaktus Vans Release The DUNE 4x4

August 25, 2022

Remember Kaktus from roughly this time last year?

Big old hefty adventure mobiles designed by the collest two cats I could wish to work for…

Well, they’ve only gone and released another van to their line up.

This time it’s based on a 4x4 platform and has their new panoramic-esque window design through the centre of the roof.

Paul & Mags agreed to meet me on top of Gospel pass a couple of days ago. Despite awful phone coverage and GPS essentially going “no idea”, we met up and got to work.

Will keep it short for today, hope you enjoy the images.

Catch you soon

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Brass Beetle, Cardiff

July 28, 2022

Just a flying visit from me before I head to bed.

Sticking with the restaurant theme, I managed to catch up with the team of Brass Beetle last week as they trialled their cocktail menu with new dishes.

The weathers currently getting grimmer by the minute here. As a result, we originally wanted to inject a shit tonne of warmth to these images to counter the naff weather outside.

However, it felt like a better choice to give the images the ability to be repeated on social media throughout the year.

So finally, the final collection leans heavily on the brands colours and exploits the mix of natural light and shadows in the dining room… And maybe a mirror or two.

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Matsudai Ramen, Cardiff

July 15, 2022 in 1st 30
 

If you’ve not heard of James Chant or Matsudai Ramen, then quite frankly, you’ve been living under your rock for far too long ha!

In short, he gave up a career in the music industry to follow his love of Ramen and the geekery that comes with it.

There’s currently a lot of eyes on James and his team, all anticipating the opening of their first permanent restaurant next month.

Matsudai is being featured in a magazine I’m involved with, so I managed to swing by the pop up they were operating in Cardiff’s legendary Milkwood Cafe.

As expected, on arrival, the dining room was being engulfed by ramen fans whilst the kitchen settled in to the beautifully orchestrated dance of service.

 
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