In the heart of Halifax, where the Atlantic wind carries stories of resilience and romance, Ashley MacPhee has become a standout name in Nova Scotia's wedding photography scene. With over a decade of experience, Ashley’s approach is centred on storytelling and capturing raw, emotional moments rather than chasing trends or perfect poses. As she says, “The magic is already there. My job is to recognize it before it slips away.”

Her journey into photography began not with weddings, but with a love for narrative. Raised on the East Coast, Ashley was always drawn to stories, whether in literature, music, or the everyday lives of people. Her early photos were of the rugged landscapes of her hometown and the people who called it home—moments full of life, light, and love. This deep connection to place and story continues to influence her wedding work, giving it an authenticity and depth that resonates with her couples.

A Visual Storyteller with an East Coast Soul

Ashley’s signature style is a blend of documentary realism and cinematic artistry. She seeks out the quiet, in-between moments—the glance exchanged before vows, the way a father holds his daughter’s hand before walking her down the aisle, the joy of the reception dance floor. These raw, unfiltered moments are what Ashley does best, creating images that feel lived-in rather than staged.

“My roots are here, and I think that gives my work a certain depth,” she shares. “There’s something about the way light moves over the ocean, the way people love in small towns—it’s different. It’s intimate. That’s what I want my images to feel like.”

As Ashley made the move from Montreal to Halifax, she encountered a new landscape, both geographically and professionally. The shift from city streets to rugged coastlines brought fresh challenges, such as adapting to the different lighting and weather conditions of East Coast weddings. Whether dealing with beach ceremonies under the intense sun or unpredictable weather patterns, including hurricanes, Ashley has embraced these elements, using them to shape her distinctive, emotive style. She has learned to appreciate both the dramatic natural beauty of her surroundings and the energy of urban weddings, where she plays with architecture and dynamic compositions to create unique, heartfelt images.

The Art of Emotion: Building Trust, Not Just Portfolios

For Ashley, wedding photography is more than just capturing images—it’s about preserving the emotion and energy of the day. She firmly believes in building strong relationships with her couples, ensuring they feel seen, understood, and comfortable. Her process begins with intentional communication to understand her clients’ personalities and visions for their day. Rather than offering a one-size-fits-all approach, Ashley tailors her experience to each couple, creating a personalized journey that reflects their love story.

“It’s not about perfection—it’s about feeling,” she explains. “I always tell my clients, ‘This isn’t a performance—it’s your wedding day. Be in it, and I’ll be there to catch what matters.’”

Her ability to make couples feel at ease in front of the camera sets her apart. She works with clients who value experience over staged photos, who want their images to reflect not only how they looked but also how they felt during the most important moments of their lives. This trust-based approach has helped her build a loyal following, as couples return to her for the authenticity she brings to her work.

Adapting to New Markets and Looking Ahead

The transition to Halifax presented both challenges and opportunities for Ashley. After relocating, she had to rebuild her business from the ground up, adapting her marketing strategy to a new client base. In her first year, she only booked five weddings, far fewer than the 12 to 15 she had been accustomed to in Montreal. However, Ashley’s resilience and talent have already led to growth, with eight weddings secured for the coming season. As she continues to refine her branding and reach new couples, she remains optimistic about meeting her goal of 12 to 15 weddings per year.

With an eye for sustainability and a desire to avoid burnout, Ashley is focused on creating a business that thrives on her terms. She wants to work with couples who truly value her unique style and storytelling approach, while also nurturing her own creativity and passion for the craft.

“Years from now, I want my couples to look at their photos and not just see what they looked like, but feel exactly how they felt in that moment,” she reflects. It’s this commitment to capturing genuine moments that makes Ashley MacPhee’s photography not just a service, but a timeless keepsake of love, life, and emotion.

Website: ashleymacphee.com
Instagram: @ashleymacpheephotography