Meet Benny, the founder of Firefly Photography in 2012 with a simple but powerful vision—to help families reconnect and create lasting memories in an increasingly digital world. What started as a passion project inspired by his brother soon evolved into a multidisciplinary photography brand known for its heartfelt approach and national-level collaborations.

From humble beginnings to major partnerships like the National Day Parade, Benny has built Firefly on the foundation of relationships, trust, and innovation. His mission goes beyond taking pictures—it’s about giving families a reason to pause, be present, and bond through shared moments.

What inspired you to start Firefly Photography back in 2012, and what was the original vision you had for the company?

I was influenced by my brother. At the time, I had already shifted industries—from inline skating to something entirely different—but I was still serving families as my core clientele. While I was running the skating business, I got inspired to enter photography.

The original vision was to build bonds among families. Around that time, smartphones were becoming mainstream, and people were increasingly absorbed in their devices. We wanted to offer something that would get families to put their phones aside—even just for a 45-minute photoshoot—so they could connect with one another. That was the heart of our vision.

Photography is a competitive industry in Singapore. What strategies helped Firefly stand out and grow into a multidisciplinary team with major clients and partnerships?

It comes down to mindset. Like many entrepreneurs, I had to put aside my pride and ego. We were willing to do things for free just to get our foot in the door and build reputation. Partnering with major events like NDP helped with that.

We also made it a point to ask for testimonials and reviews, and we continuously invested in technology. These strategies helped us build trust and credibility while staying ahead of the curve.

Can you share a project or collaboration you’re especially proud of, and why it was meaningful for Firefly?

Our partnership with the National Day Parade, which began in 2014, is something we’re very proud of. Contributing to the nation in that way is meaningful. It’s also helped us get affiliated with government bodies and gain visibility through non-monetary partnerships with organisations like IMDA.

We’ve also sponsored non-profits, which aligns with our values. The NDP partnership especially stands out because of its longevity and impact.

Passion alone isn’t enough—it’s only the starting point. As your business grows and you involve more people, you need systems in place. You must adopt the mindset of running a business that functions even without you.

What entrepreneurial lessons did you have to learn the hard way while building Firefly?

I had to accept that I couldn’t do everything alone. Delegating and building systems were essential. SOPs are incredibly important. I also learned that it’s necessary to trust people and allow them to make mistakes.

At one point, I was chasing every opportunity instead of focusing on what we did best—but surprisingly, that helped us grow. Eventually, I realised the importance of building a business that can operate without me. Scalability through systems is key.

What role do you see AI and digital transformation playing in the future of photography and videography?

AI isn’t a threat—it’s more of a co-pilot. For instance, using AI in our editing process has reduced turnaround time from three days to just three hours. Chatbots help our account executives handle basic enquiries, saving up to 60% of their time.

This allows them to focus on meaningful client engagement. AI helps us build relationships, not just answer FAQs. It enhances, not replaces, the human touch.

What advice would you give to young creatives or entrepreneurs who dream of turning their passion into a sustainable business?

Passion alone isn’t enough—it’s only the starting point. As your business grows and you involve more people, you need systems in place. You must adopt the mindset of running a business that functions even without you.

Embrace tools, trends, and technologies—especially AI. Learn operations, marketing, and sales. Accept that your main passion—say, photography—won’t always be your main role if you want to scale. Accept the realities of entrepreneurship.

What is your vision for Singapore in the next five years?

I hope to see more SMEs embracing technology to enhance productivity and capabilities rather than fearing or complaining about it.

I’d like Singapore to continue being known for its efficiency and effectiveness—where our people are seen as doers, not whiners. We must uphold the strength of the Singapore brand.

If you could have a superpower for one day, what would it be and why?

If I could snap my fingers and make everyone more positive—and stop whining—I’d do it. That’s the superpower I’d choose.

Connect with Benny: Firefly Photography, LinkedIn and Instagram.