You may not know the name, but chances are you'll recognise some of his work – and that's exactly how Bay of Plenty photographer Graeme Murray likes it.

He's photographed the likes of Richie McCaw and Dan Carter, as well as our very own kayaker Mike Dawson.

Olympic kayaker Mike Dawson, photographed by Graeme Murray on the Kaituna River. Photo: © Graeme Murray.

And while Graeme admits technology has come a long way since he started out as a 14-year-old Rotorua lad, it was father and grandfather's interest in photography that opened his eyes to the art.

'At first, it was just a bit of mucking around,” he says, 'but I became addicted to capturing a moment in time. It just seemed natural for me.”

Graeme says being able to capture a moment is the difference between a good photographer and a great one.

'You've only got one chance to make a moment. You are telling the story of that one moment. For me, storytelling is super important as a photographer.”

In an industry that is ultra-competitive and constantly changing, Graeme is also aware of the need to stay on top of your game.

Photo: © Graeme Murray.

'There is huge pressure,” he says. 'It's like any business – you've got to perform.

'The biggest thing is constantly developing your skills. You can't just sit back and say ‘I'm a photographer now' – you've got to hone your craft as technology changes.

'You've got to be better than everyone else.”

Rotorua-based Graeme has made a name for himself as an adventure photographer, and boasts some impressive clients, such as Red Bull, Novotel and the New York Times.

More recently he produced the images Adidas used to promote the All Blacks ahead of this year's Rugby World Cup, and he's just finished a shoot for next year's Super Rugby campaign.

Photo: © Graeme Murray.

Making Rotorua his base hasn't affected his chances of securing regular work, and it carries the added bonus of being able to indulge in his other passion – mountain biking.

'I know I'd have a lot more work if I was based in Auckland,” he admits. 'But life is not just about work.

'The Bay of Plenty is a pretty special place. I'm a big mountain biker, so I've made it work basing myself here.”

The 42-year-old says one of his favourite people to photograph is Canadian mountain biker Mike Hopkins.

'He's incredible to shoot. He's so passionate, because he is a professional. He gets into the process with me and he's driven like me. He wants to create something amazing.”

Photo: © Graeme Murray.

While Graeme finds it hard to choose any one photo as his favourite, he says he was pleased with a recently-taken shot of Olympic kayaker Mike Dawson.

'It was taken on the Kaituna River at the Trout Pool Falls,” explains Graeme.

'We went in at 5pm and carried in a generator and lights. I think we were there until 11.30pm. We waited until it got dark and we got everything in place, including smoke machines. I was very happy with the result.”

Photo: © Graeme Murray.

So does Graeme have any tips for budding photographers that want to take great pictures?

'Just keep shooting as much as you can,” he says, 'because digital these days is free.

'When I was young it was all done on film and it cost a lot of money. Learn your equipment, learn what to do with it, learn its limits and where you can push it.”

To see more of Graeme's photos, visit his website.