Who is the face behind Soak studio?

My name is Petra Powell, a photographer, creative, ocean lover and mama. They say that the best journeys in life answer questions that, in the beginning, you didn’t even think to ask. My photography journey started at sunrise in Scandinavia and continued on with orchard walks in Tuscany, hitch-hiking journeys through Romania, the smell of newspaper-wrapped fish and chips in Devon and the sound of a tattoo gun in Camden Town. I remember the feeling of freezing cold surf trips in Cornwall, chasing the waterfalls of the Dominican Republic, the morning rush of Brooklyn, terrible coffee and cheap wine in Miami, the taste of banana curry in Kerala, fighting the heat and humidity of Mumbai, exploring quirky art galleries in Singapore and sleepless boat rides in order to take on the waves of Indonesia. My photography journey has stemmed from a passion for documentary and the arts, and a love for travel blossomed soon thereafter when I set off on an adventure that‘s yet to come to an end.

Throughout my time as a photographer my style has evolved and been moulded by the places visited, people met and memories made. I consider myself fortunate to have had the chance to collaborate with some of the world’s most respected and successful companies, athletes, musicians and creatives, and had the opportunity to participate in personally inspiring projects all over the globe. Working in brand marketing and advertising for over five years, managing multi-national campaigns and activations has also provided me with great insight, know-how and much needed managerial skills and discipline. 

With a raw love for the ocean, I used to travel around the world, my life packed in one suitcase, making a living filled with memories too rare to forget, inspiring souls and places too beautiful to capture. At this point of my life I am based in beautiful Tairua, on the Coromandel peninsula of New Zealand, making the most of a slower lifestyle, having the ocean as our backyard and native birds as our alarm clock. Being a fresh mum I am forever learning the delicate balance of work life and mama life and I wouldn’t have it any other way.

list of clients:

Air UK, Azura Jewelry, Bamboo Blonde, Billabong, Bon Vivant, CLIQUE Fitness, Cloud Ink Press, Croyde Yoga, Cult Of The Road, Eden Sessions, FatSand Production, Franksland, Glo Spa Bali, Gooseberry Intimates, Hurley, JAD Pro, JAM Traction, Luna & Rose, Lost In Paradise, Mercedes-Benz Prague Fashion Week, Motel Rocks, Nalu Beads, Newmark Models LA, Pandora, Papillon Enterprise, Pauanesia, Quiksilver, Red Bull India, Red Bull CZ/SK, Respire Haiti, Rip Curl, Rise Yoga, Riviera House, Riviera Skateboards, Salt Gypsy, Soul & Surf India, Spirit Beads, SunGod, Teeki UK, The Apparent Project, The Honeycombers Bali, The Mindset Project, Tikitibu, Volcom, Waka Waka, Yayasan Bali Peduli, Yoga For City Surfers London, Yoga For Prisons Trust

list of media:

A Cup Of Style, Bitchslap Magazine, Extra.cz, Forever Sports, Freeride.cz, Hello UK, Hi! Blitz, Hotswell, Marie Claire FR, Red Bull CZ, Red Bull.IN, Red Bulletin, STAB Magazine, Sunday Times, SurfGirl, Surfing Life, The Riders Post, The Sun UK, The Style King, Version Homme, Wavelength