BEHIND THE LENS

Maungaharuru ki uta. Tangitu ki te moana. Mohaka te awa. Ngati Pahauwera te iwi. Ko Reuben James ahau. 

For those of you who are not familiar with Maori culture, it's customary to acknowledge the people and places you descend from when introducing yourself - mountains and all.  So to briefly translate the above, my name is Reuben James-Nicklin.  I descend from the people of Ngati Pahauwera - where the peak of Maungaharuru can be seen from both the Mohaka river and the sea at Tangitu.  

Kia Ora and welcome to my online gallery.  My name, as I mentioned above, is Reuben James Nicklin.  If you made it this far, I'll try my best to briefly explain who I am by answering a few questions below. 

1. Who am I?

First and foremost, I’m a dad and a husband. Nine years ago, I would have told you about my freakishly beautiful toddlers. Today, those toddlers are teenagers: Luca is now a sharp 16-year-old, and Daisy is a wild, staunch 12-year-old. Our youngest son, Louie, keeps that chaotic, beautiful energy alive in our home. I’d love to take credit for their good looks and bright minds, but that title unconditionally belongs to my incredible wife, Amy.

Beyond the home front, my identity has evolved. The days of sheep shearing and casual furniture making have cleared the way for an absolute lifelong commitment to visual art. Today, I am a full-stack video producer, a university academic advisor, and above all, a passionate fine art photographer.

2. How did my relationship with the camera begin?

It started in the water. Back in 2014, I bought a secondhand water housing unit from my good friend and mentor, Stuart Johnson. The moment I swam out into the surf with a camera, something shifted.

My artistic journey began in the embrace of the moana, driven by a passion for capturing the many moods of Tangaroa. I realized early on that the ocean as a subject could be shot for the next hundred years, and because of the tides, the wind, and the shifting light, the images would vary every single time. Nearly a decade has lapsed since those first swims, but the allure of water and light continues to pull me—just as sure as the tide retraces from the shore. It is a continuous dance with the elements; learning to compose, and be composed, amongst the turbulence of an unpredictable world.

3. What does photography mean to me now?

It used to be purely about the adrenaline and peace of surf photography—the rare, glassy moments at dawn or dusk where time stands still. Standing in the currents of Tangaroa is still where I feel deeply alive, and seeing those raw, powerful ocean moments printed large on fine art paper is still an unmatched feeling.

But as the years have passed, the lens has become something much deeper than just capturing a beautiful wave.

4. What is the new horizon?

While my portfolio remains deeply rooted in the ocean, I am feeling an overwhelming pull toward a new horizon. I am stepping into concepts and ideas that have lingered in my imagination—and felt deeply in my puku—long before I ever understood the technicalities of a camera.

This chapter of my work is centered entirely on Māori visual sovereignty.

It is a conscious reclamation of the gaze; a deliberate choice to show our people with real mana, depth, and ultimate agency over our own narratives. I want to use my lens to confront historical biases, re-author colonial narratives, and reflect how vibrant and resilient we are. It is a visual reminder that we are not just surviving—we are here, thriving and beautiful.

5. What keeps me inspired?

I am still inspired by Mother Nature, the elements, and the constant pursuit of the "perfect" shot. I’m inspired by the fact that my kids are watching my journey, and I hope it shows them what it looks like to follow your heart and live authentically.

But most of all, I am inspired by my culture, my heritage, and everything it represents. From the unpredictable currents of the ocean to the deliberate reclamation of our histories, every frame I shoot now is an act of return. This is more than a collection of images—it is a declaration of visual sovereignty that flows from the past directly into the future.

The tides change, but the focus remains absolute.

Tihei Mauri Ora.