Soon after (1987) he was commissioned to cover a variety of culturally newsworthy themes for many of the world leading publications ranging from the Russian involvement in Afghanistan and the ongoing strife between India and Pakistan in Kashmir to the beginning of the war in former Yugoslavia.
In early 1994 he and his Dutch wife Ashkaine Hora Adema produced “Literary Portraits of China”. A coffee table book about all indigenous cultures in China and their translated literature. The book was the result of a forty month project that took them to all the hidden corners of the newly opening People’s Republic. Upon its completion the images were exhibited in the People’s Palace on Tiananmen Square, Beijing, and then followed by a successful worldwide tour.
From 1997 onwards, Jimmy successfully undertook commercial advertising assignments for many of the world’s leading brands. At the same time he started accumulating images of remote and unique cultures photographed with a traditional 50-year-old plate camera and awards followed. In 2010 he began his journey to create the iconic artistic document that became “Before They pass Away”. After visiting 35 chosen Indigenous communities, part 1 was published to International acclaim at the beginning of 2014.
Today Jimmy is still travelling and photographing to produce part 2 of the project. His communication and his passion are found on a far wider platform. He is exhibiting at International Museums, shows his work at the world’s leading Photographic Art galleries, speaking at international conferences and has set up the Jimmy Nelson Foundation to promote cultural awarness around the world.