Working in both the commercial and artistic sectors he is best known for his ‘life’ and documentary work, which focuses on the people and landscape of rural, tribal Ethiopia, fiercely revealing the other side of this culturally enriched nation, whose tarnished image of drought and poverty dominate worldwide perception. His work seeks to explain and express the situation; communicating the artistry of the photographer, the skills and knowledge existing behind the camera giving the photo identity. He has been exhibited worldwide and achieved critical accreditation, achieving the 2003 4th African Press Photo Award.