[NoHo Arts District, CA] – Meet North Hollywood dancer and photographer Allie Costello of Costello Captures. Our NoHo Artist Feature is a way to highlight the visual artists who call NoHo home. And to say THANK YOU!
The NoHo Arts District is just one square mile, but what we do in this one-square-mile makes us a vibrant and creative neighborhood. Although we are known for our performing arts, visual artists comprise a significant portion of our community. Our NoHo Artist Feature hopes to encourage local establishments to incorporate more art and murals on their walls and open their doors to more art events.
Get to know Allie Costello
How did you get started in photography, and when did it become more than a side project?
I actually got started in photography with a completely different intention. In 2016, I bought my first professional camera with the goal of filming dance work. As I was learning how to use it, I began with still photography to better understand camera settings, framing, and working with light. I started taking my friends out on shoots, simply experimenting and figuring things out as I went.
What really hooked me was the process, and even more so, the moment someone saw a photo of themselves and felt more confident because of it. Growing up, I struggled with self-image, and seeing photos of myself that I genuinely liked had the power to shift how I perceived myself. Being able to offer that experience to others felt meaningful in a way I hadn’t expected.
A few months in, a fellow dancer-turned-photographer took me under their wing and mentored me, which led to some of my first professional opportunities. From there, photography opened up an entirely new creative avenue for me. As I watched my work evolve, I leaned into the business side as well, and what began as an experiment naturally grew into something much bigger
You’re a photographer and a dancer. How does being a dancer change the way you photograph people?
Being a dancer deeply shapes how I photograph people. Dance taught me how to read bodies—how weight shifts, how energy moves, and how emotion lives in posture and gesture. Because of that, I don’t just pose people; I guide them through movement, helping them find shapes that feel natural and expressive rather than stiff or forced.
Coming from a movement background also makes me more attuned to rhythm and timing. I’m often watching for in-between moments—the breath before a movement settles, the transition from one pose to another—because that’s where something real tends to show up. I also think being a dancer helps me create a sense of trust on set. I know what it feels like to be seen, directed, and vulnerable in front of a camera, so I approach my subjects with empathy and collaboration, not control.
What’s the biggest difference between how you approach shooting a performer vs. shooting a couple or someone who’s camera-shy?
The biggest difference is how much I lead versus how much I follow. When I’m photographing a performer, there’s already an awareness of their body and how they want to express themselves. I can give looser direction and allow them to take up space, explore movement, and bring their own energy into the frame.
With couples or camera-shy individuals, my approach becomes much more gentle and guided. I focus less on “posing” and more on creating comfort—building trust, offering simple action-driven prompts, and giving reassurance along the way. I’m paying close attention to how they’re feeling, not just how they look. Often, the goal is to help them forget about the camera entirely and just exist in the moment.
In both cases, I’m always adapting to the person in front of me. The common thread is collaboration, but the way that collaboration shows up depends on what each person needs to feel seen and at ease.
Specifically for dancers: what’s your biggest piece of advice going into a dance shoot – before, during, or after?
My biggest advice is to embrace the process over the outcome. Shooting with the L.A. Cultural Exchange dancers each month over the past year has taught me so much about what truly makes a successful dance shoot. Before the shoot, focus on how you want to feel in the images rather than chasing a specific look or pose. Do some Pinterest research and come prepared with movements you’ve explored, but stay open and unattached to recreating an exact image you’ve seen on someone else. Let the shoot be unique to you.
Bring extra wardrobe options and choose pieces you genuinely feel good in—not what you think you’re expected to wear. You can absolutely lean into an alter ego, but it should feel like yours, not someone else’s personality.
During the shoot, pay attention to your breath and stay present in your body. That presence allows space for the in-between moments, which often create the most powerful images. Afterwards, give yourself grace when reviewing the images; with movement, it’s the few that hit that make the magic.”
What advice would you give someone booking their first professional photoshoot – what should they bring, what should they stop worrying about, and what actually matters?
My biggest advice for a first professional shoot is to come prepared, but don’t overthink it. Bring wardrobe that makes you feel confident and authentic, and consider the story, character or feeling you want your images to convey. Let that guide your choices and make the shoot more meaningful.
Stop worrying about perfection. You don’t need to hit every pose; what matters is how you feel in the moment. Trust yourself, stay present, allow movement, experiment, and even make mistakes. Often, the best images come from spontaneous laughter or unexpected pauses.
At the end of the day, it’s about capturing you. The more relaxed and authentic you are, the better!
When budgets are tight, what do you focus on to make sure someone still gets photos they love?
When budgets are tight, I focus on connection, lighting, and intention. While they can be nice to have, you don’t need extravagant props or locations. What matters most is feeling comfortable and present. Simple framing, natural light, and authentic moments can create photos people truly love, no matter the budget.
If you had a magic wand, what project would you be working on right now?
If I could be working on anything, it would be in the world of high-fashion editorials for a brand or magazine that celebrates creativity and individuality. I really love working with a creative team and helping bring other people’s ideas to life. I’m not always the person pulling a fully formed concept out of thin air, but once someone brings me an idea, I can see it and run with it. There’s something I love about taking something from someone else’s brain and experience and turning it into something real that we can all see.
Do you have a favorite shoot or image (s) you’ve done in the past year?
Some of my favorite work from the past year has come from experimenting more in post-production—playing with Photoshop, compositing, and exploring new ways of presenting a subject beyond a single frame. That experimentation has pushed my creativity and is helping me think more conceptually about my shoots and presentation.
I’ve also loved how much I’ve been able to photograph dance this year. From capturing dancers in battle environments to shooting with the L.A. Cultural Exchange dancers each month, I’ve learned a lot about photographing movement—anticipating timing, honoring energy, and finding stillness within motion. And of course, I love dance so I love to watch my fellow dancers shine!
What would you like to see more of in the NoHo Arts District?
I’d love to see more sponsored, community-centered events like NoHo Arts Day—opportunities where artists can share their work by teaching classes, hosting workshops, or collaborating across disciplines. More events centered around music and dance would be amazing too, whether that’s pop-up classes, live performances, or outdoor concerts. Creating more spaces for people to gather, move, and create together would really highlight the energy and talent that already exists in the NoHo Arts District.
Keep up with Allie Costello
https://www.instagram.com/costellocaptures
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