SOMBA K'E/YELLOWKNIFE - A Yellowknife man is showing the world how he finds diamonds in the rough while raising money for the Northwest Territories Society for the Prevention of Cruelty to Animals (SPCA) through his photography.

Alexander Legaree, who recently launched Coal Photography, said his picture, "I Was Here" holds a special place in his heart. - photo courtesy of Alexander Legaree

Alexander Legaree launched Coal Photography on June 19, with the goal of showing ordinary things in new ways.

"What motivates me is my innate desire to explore the ordinary and make it extraordinary," said Legaree through e-mail. "I want to look at things through a new lens and show someone something they have seen a million times before, yet have never seen."

This vision also applies to the name of his company.

"The name has a bit of a story … Carbon is one of the most common elements in the universe and is present in all known life and can take several forms – the most notable? A diamond," Legaree wrote. "Atoms so tightly packed together under intense heat and pressure that they form the hardest material known and something truly breathtaking to behold ... and another form of carbon is coal."

As part of the launch, Legaree is donating $2.50 to the NWT SPCA for every "like" Coal Photography received between June 19 to June 28 on its Facebook page.

"I am a huge animal lover and I thought what better way to raise awareness then to let people know the NWT SPCA needs the support to build the NWT’s first animal shelter! It’s my hope that my donation will encourage others to donate as well," explained Legaree.

Legaree said he draws inspiration from his innate desire to capture the moment, explore the ordinary and make it extraordinary. He recalls the first photo he remembers taking from the late 1980s.

"I have been into photography for as long as I can remember. The first photo I remember taking was in 1986 or 1987 in Iqaluit. I took a photo of the Flinstones playing on our old tube TV. From that point forward, I have always wanted to capture the world as I see it and share it with others," explained Legaree.

"If at the end of the day I inspire someone to look at something in a new way, I have succeeded," said Legaree.

While the focus is on the artistic side of things, Legaree does contract out his services as a photographer, having taken pictures for the Black Swan Films production, A Song for the Dead, and for BHP Billiton, where he works as a communications officer. He has even been approached by facial tissue company to use his photography on packaging.

Legaree does have a few favourites from his portfolio, pictures that hold a special place in his memory.

"(One) photo that really stands out to me is called 'I Was Here.' I’m pretty good at wearing my heart on my sleeve. Days before I took this photo, I had just had my heart broken and I didn't really know how else to express myself, so I took a few photos. I still look at them and remember how I felt … it's pretty powerful stuff to me," explained Legaree.

As for the donations to the NWT SPCA, with 359 "likes" as of June 29, Legaree has raised $897.50 for the organization.

"I think it's amazing the way people are coming forward who we haven't approached. It just goes to show that everybody can contribute in their own way," said Sarah Hunt, one of the NWT SPCA's directors.

She said the money will go toward funding a new shelter for the SPCA.

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