Zine Master

Toronto’s Newest Photographer

The story of the girl behind the camera

By Felicia McCleary

Felicia McCleary, also known by her creative alias Ivy Black, is a visual communicator, photographer, and storyteller whose work exists at the intersection of emotion, style, and narrative. Through her lens, imagery becomes more than a captured moment; it transforms into a carefully constructed expression of mood, identity, and intention. Her creative voice is rooted in a desire to evoke feeling while maintaining a strong sense of visual refinement, resulting in work that resonates on both an aesthetic and emotional level.

Currently pursuing a degree in Communications and Media Arts with a specialization in Visual Communication, McCleary has developed a robust foundation in photography, content creation, and visual storytelling. Her academic journey has allowed her to explore not only the technical aspects of image-making but also the conceptual frameworks that shape how visuals communicate meaning. This combination of theory and practice informs her approach, enabling her to create work that is both thoughtfully composed and strategically impactful.

McCleary’s visual style is heavily influenced by fashion, culture, and atmosphere. Drawing inspiration from editorial photography

and contemporary digital aesthetics, she blends clean, intentional composition with expressive undertones. Her images often carry a distinct mood, whether soft and introspective or bold and striking, while maintaining a polished editorial quality. This balance between emotion and precision has become a defining characteristic of her work, setting her apart as a photographer who not only captures images but curates experiences.Her creative practice extends beyond the cameraartistic vision

and strategic goals. With experience in digital content creation and social media strategy, McCleary approaches projects with a comprehensive understanding of how visuals function within broader media ecosystems. She recognizes that in today’s digital landscape, imagery must do more than look compel ling; it must also engage, communicate, and perform. This awareness informs her process, allowing her to create content that aligns with both artistic vision and strategic goals. Throughout her work, McCleary demonstrates a keen attention to detail and a strong sense of visual direction. Whether she is conceptualizing a photoshoot, editing images, or planning content,

she approaches each stage with intention and clarity. Her ability to maintain brand consistency while still infusing creativity into her projects makes her a valuable col-laborator in both creative and professional environments. She has developed the capacity to adapt to fast-paced settings while maintaining a high standard of quality, a skill that continues to strengthen her practice. In addition to her photography work, McCleary has contributed to marketing and media initiatives through content planning, campaign coordination, and social media management. These experiences have expanded her perspective, allowing her to understand the lifecycle of visual content from creation to distribution. By engaging with both the creative and strategic sides of media production, she has cultivated an approach that is holistic and forward-thinking. Her work reflects an understanding that strong visuals are not only artistically compelling but also purposeful in how they communicate with audiences.At the core of McCleary’s work is a commitment to storytelling. She views

each project as an opportunity to convey a narrative, whether subtle or explicit, that invites viewers to connect with the image on a deeper level. This storytelling mindset drives her to consider elements such as composition, lighting, styling, and context as integral parts of the message. Rather than treating these components as isolated decisions, she weaves them together to create cohesive and impactful visual stories.

Her creative identity is also shaped by her engagement with contemporary culture. McCleary frequently draws inspiration from fashion trends, digital media, and everyday moments that might otherwise go unnoticed. This ability to find significance in the ordinary allows her to produce work that feels both current and relatable.By translating these influences into her photography,

she creates imagery that reflects the evolving visual language of her generation while maintaining a distinct personal voice.

As Ivy Black, her alias serves as an extension of her artistic persona, representing a space where experimentation and expression are fully embraced. Under this name, she continues to explore new ideas, push creative boundaries, and refine her visual language.

Desian Gowdie in “Fairy Fantasy” Advertisement

The dual identity of Felicia McCleary and Ivy Black reflects her versatility as both a professional and an artist, bridging the gap between structured practice and creative exploration. Ultimately, McCleary’s goal remains consistent across all aspects of her work: to create imagery that connects, communicates, and leaves a lasting impression. Whether she is working behind the camera, developing content strategies, or shaping a brand’s visual presence, she approaches each endeavor with intention and purpose. Her dedication to her craft, combined with her ability to navigate both creative and strategic spaces, positions her as a dynamic and evolving voice in the field of visual communication. When she is not actively shooting or editing, McCleary continues to seek inspiration in the world around her

“Ivy will do anything to get the BEST shot” - Veron Hart

UWA in “feeling for you”

From fashion and digital culture to fleeting everyday moments, she remains attuned to the subtle details that inform her work. This constant engagement with her environment fuels her creativity and ensures that her perspective remains fresh, relevant, and deeply connected to the visual narratives she aims to create.