LEVERNE FRANCES: A Journey of Passion, Perseverance, and Creativity

Leverne Frances’s story begins in the small coastal town of Mossel Bay, where she grew up surrounded by her parents, her sister, and her brother. Their home was modest, but the sense of warmth and love within the family was unmistakable. “Growing up in Mossel Bay was great,” Frances recalls. “I lived in a small house with both my parents, my sister, and my brother, and although we never had our own room (we turned our living room into a bedroom at night), we were extremely happy and content with everything we had.”

The sense of contentment, despite their humble living conditions, shaped Frances’ values and outlook on life. She attended Sao Bras High School and matriculated in 2010, marking the beginning of a journey that would eventually lead her into the world of film, photography, and entrepreneurship. From an early age, Leverne developed an undeniable love for storytelling. This love initially manifested in filmmaking, a craft she was immediately drawn to for its ability to capture and convey powerful moments in time. “I’ve always had a love for photography, the ability to capture time and moments always left me in awe,” she shares. “I fell in love with filmmaking first, and because of that, the love for photography grew from there.”

Leverne’s passion for photography bloomed after years of working on sets and gaining a deep understanding of the art of capturing moments. However, her career was not an easy one. Despite her growing interest in photography and filmmaking, she faced numerous hurdles, including a period where she struggled to find placement within media houses after completing her studies. Despite feeling disheartened at times, Frances’ passion never wavered.

“I knew that my passion and vision that I have won’t let me. I had a goal in mind and I couldn’t give up on it,” she says. “I truly believed that my dreams are worth the fight.” Her determination became the driving force behind her decision to turn to photography as a profession, a choice that would eventually set the course for her future.

Leverne’s recognized that her aspirations required a deeper understanding of the media industry, so she pursued a one-year, in-depth Film & Television Production learnership through The Movement Trust in Cape Town. During her time there, she was fortunate enough to land a three-month internship on the set of Arendsvei, an Afrikaans drama series. This experience not only reignited her passion for film and television, but it also provided her with valuable insights into the workings of large-scale productions.

However, despite her qualifications and on-set experience, Leverne’s faced significant challenges. She struggled to secure permanent placement at media houses and found herself falling into depression. The emotional toll of not being able to provide for herself or her family made her reconsider her career choices. But Frances was steadfast in her belief that she was meant for something more.

“I refused to go back to retail because it’s not what I wanted to do for the rest of my life,” she reflects. “I had a goal, and I couldn’t give up on it. I truly believed that my dreams are worth the fight.”

This mentality led her to an epiphany that would change her life: she could use her skills to work for herself. Frances began looking into photography, reading up on the craft and diving deeper into its techniques. Eventually, she founded her own business, Alder Tree Media, where she could render both photography and videography services. Through hard work, dedication, and an application for a grant from the National Youth Development Agency (NYDA), she successfully acquired the equipment necessary to launch her business.

Four years later, Alder Tree Media is still thriving, a testament to Leverne’s’ relentless perseverance and entrepreneurial spirit.