By mistake really, it is a long story....
I kind of fell into it. There was no real calling, it just happened. I feel it suits me, being in full control yet hiding behind a camera....
Have you always shot advertising?
Yes, always. I started back in Austria with Tourism work in ski regions, hotels and so on. Making heaps of mistakes was the best school to learn from.
I’ve come a long way since then. I shoot only Advertising now and still love it.
I think there’s high pressure in shooting and dealing with clients - that’s one of the most challenging disciplines in Photography.
It makes most of my days crazy, but it’s never boring and I like the challenges!
I also think there’s always a great opportunity on pretty much every job to do something amazing and creative, especially when you’re able to get good production value in front of the lens.
Do you shoot editorial as well?
Not very much. The occasional portrait here and there, but I’ve never really broken into that market. I think I’ve been too busy on the Advertising side to really try....
Having said that I do like and wish I did more editorial shooting because it’s all about being creative on the run, rather then thinking it all through like you do for Advertising. That is something I most certainly miss.
Tell me about your most memorable shoot/s?
There are so many...
I have images I just like looking at, but the day is not memorable.
Then I have wonderful and exciting shooting days that are so much fun - that really counts for me.
I think what always sticks with me are the memories of the day...
We went through China and Mongolia for 2 Weeks, which was one of my most amazing trips.
So many places I had never heard of before, and the stuff we were eating I will never forget!
I often feel after a long good day some form of NATURAL high, it’s a good feeling.
And I love working overseas, as long as the jobs aren’t back to back.
How about your favorite image/s?
I truly don't have 1 - but I have a group of images as my own kind of ‘best ofs’ Mature, strong, big images: like setting up the shape of a Navy ship out of 120 marine soldiers... That type of boldness is the thing I really love.
And I always loved the X-box Images we did …
I’ve got a very old shot of 2 people kissing that I simply love….
What sorts of images dominate your folio at the moment or is it an even mix?
I try to be diverse in my shooting style (mostly because I get easily bored ) so my book covers all categories.
Mostly, I do high-end ads but I also shoot simple work to break it up. What makes up the perfect portfolio? That’s the magic question, which I'm not sure anyone can answer....
If you show just your best work you position yourself too high, (which is what I’m told anyway.) if you show more modest conservative work clients like it, it makes them feel safe, but the AD's probably won't book you....
After all these years I still don't know and tend just to go with my gut instinct. We change the book quite often, throw old work out and show the new stuff that reflects the times. We have 16 books so changing images is difficult and costly.
It also depends on the market; we have different books for the States and China. During this GFC I think you need a book for the clients and another one for the AD's.
So to answer your question, I go with my gut instinct but have rules.
I think a portfolio should show many points: like experience. It should give trust and show attention to detail. It should prove confidence...
I also think it’s really personal.
I often get jobs I feel I wouldn't give to myself and then am not considered for some I would be good at.
I always want to do my best for every job, and still do, and always strive to make something a little special (I know how this sounds! ) I've always liked big strong ideas and images so I guess this reflects in the folios...
I am not really answering this question very well........... But I think our portfolio has strength.
On that point: I found more and more we get picked on treatments and I don’t agree with that. In a perfect world I would get booked when people look at and analyze a book. More often now Agencies tell a handful of guys to do the art direction really, by asking for a treatment – and then pick.
As much as I like the opportunity to write treatments, and in the end of the day it’s the moment when a job can be pushed in the right direction, I also think it’s a very lazy development if treatments are asked for before an idea has been sold to the client, and without being asked to estimate the job.
Keep in mind I’m a visual person and by writing in a second language I have to use a side of the brain I actually don’t have! - so no – I prefer to be booked on my body of work.
How has the economic crisis affected photography and advertising in general?I guess commitment and pride for the Product and Ads has gone a little. When everybody gets squeezed and has to tighten their belt there’s less commitment, less time, less production opportunity, less fun....
We still run a big ship with the studio, but we have had to make changes as everyone has.
I personally feel that the Photographers Business has been battered by the GFC but also by the fact that Retouching houses are not partners anymore but rather competition. And they’ve got time on their side, time and growing technology.
There’s an overload of Shooters, where did they all come from? The digital age changed the way we shoot, retouching became the big part and growing one, and so everybody is fighting for the great photography work.
There is more client control, more input from every side, less time for working together, less time for producing and shooting makes it harder to do work that stands out.
It most certainly has changed me: First fear gripped me a little (we don't get too many small jobs and the big ones weren't around in large numbers...) then the old crisis of who am I if not a busy guy around town!
But not being constantly booked out, shooting back to back as we did; I’m enjoying it more, enjoying my life more.
I think Australia is a safe haven compared to other countries and the layouts are getting better already. I don't know- it just makes me want to do better work.
I think it did became more business like: when, what and how much!
I’m often amazed in meetings when nobody talks about what we are trying to do. It’s rare that I hear somebody say we want great outstanding work done.
“Inspirational “is a word so often used - I just don’t think it can be that without passion.
What about new photographic techniques and technology impacting on the craft?
I think it is really FREEWHEELING out there. I remember styles lasting some time, now nothing lasts long. At the same time it makes it interesting.
I love approaching new jobs every time if I can. It’s just how it is and we’re not all trying to shoot (as well) as Ritts, Avadon and so on
It is a shame those Masters are fading....
Out there now is a generation of shooters who have never shot on film.
I think it is a shame- yeah- does it matter to anybody- no.
I personally feel that there is an all over mediocrity in many fields of life and it saddens me, maybe I am getting old, my god!
But seriously I think the biggest change is that when I started out, photographic images where used and shown respect. Now they’re just a small part in the mass of media used to represent an idea and concept.
So yes, the value of photography has changed! I think that often nobody is after Photographs but Pictures.
Is that a bad thing? I make a good living, I love what I do and I if I want to shoot more photographs with more Integrity and Value to me I can. I own 17 pro Cameras... no camera shortage here….
On a private note, I'm just blabbering here... Speed in digital technology changed everything ... it makes our life more desk-bound and faster every day. Talking about global warming and saving resources- I believe at one stage we should start thinking about saving Human Resources as well and not work ourselves to death.
You know, believe it or not- good photography it is what it is; a craft and it’s still alive. A craft means the longer and more you work on it the better the product, so these days deadlines are not made for crafting a shot. Will I survive and work famously until I’m 85? Who knows - but I am trying!
What do you think about new cameras that also shoot video and how they impact on stills photography? Is film an area you might move in to as well?Do they? Fuck - I’m normally fast with stuff and love new technology, but I kind of believe for as long as we continue working like we do, maybe we don't have to change just yet.
I also think that this is very much the idea where everybody tries to do everything... Honestly I don't know anything about video on cameras yet, I should look into it though...
I’m going to go out and buy one today!
What inspires you for personal projects?
I was hoping this question would not come up!
May as well be honest....
You know Photography for me was always an adventure, shooting, meeting people, running a little business, making a living…. and then I got really busy with commercial work.
So personal work has basically been non-existent over the last years.
The little time I have to myself, I try to have a life with my family and go sailing.
Working so hectically over the years as we did has not always been the best inspiration for personal work either.
Honestly - I so often admire Shooters like Nadav Kandar and the amazing large body of work he creates. At the same time I feel this will come to me later on in life... and I’m exited about it.
Are you working on a project at the moment?
2 children and learning to sail at the moment is my project.
Have you had exhibitions and what are your thoughts on personal projects for exhibitions?
Yes we’ve had exhibitions In London and in Japan over the years, but honestly, I’ve always felt I do it for my career... and yes it works, but I have never felt like I really had anything meaningful to say in the exhibitions.
We did a great project on a concentration camp’s in Austria.... that’s one I got exited about
Sometimes its difficult for me because I enjoy my pictures, I really do; and I love making those memories, the stories, I’m proud of it... but I think does anybody really care to look?
I enjoy looking at other shooters work enormously. Some do it great and they are great!
We just did some great images of objects after they had landed by throwing them from different heights for a huge wall Installation in Clemengers
(I actually just got back a 4 a.m. this morning)
I need to feel like I am good enough!
How about awards, I understand you were in New York recently?
Yes - I was nominated for the Lucie Awards ‘International Photographer of the year’ in NYC. It is kind of the Oscar's for Photography, created 8 years ago to celebrate photography.
They look at a body of work rather than the last campaign.
Check it out: http://www.lucieawards.com/index.php
Advertising was a very small category but I was there and very happy to be a part of it. I felt incredibly honored and slightly out of place. I’m not talking myself down here, but half the guys who won awards I have their books in my Studio.
Nadav Kandar won my category and honestly I was shitting bricks and praying to God not to let me win! The category before was "Reportage" and the winner who shoots mainly war Pictures gave an amazing speech about world peace, - I had nothing to follow that! so I was saying over and over
‘ Don’t let me win, don't let me win’ - yet I really wanted to win!
You know awards are great, always an honor, though I tend to win overseas more often than here at home. Ah one day...
Who would you say are your greatest influences?
They say one should ‘part the person from the Art one likes’. I can never do that. For me it is always their work and their story.
You know I admire so many people, Penn, Avadon, James Nachtway, and God- where do I start?
I love Nadav Kandar’s work, he produces real Photographs for Commercial media... images that make you feel something.
It started out when there where the supermodels and they where shot by super photographers. I loved that period, there was so much work I had never seen before, and Ideas I hadn’t seen and they touched me. That's what they should do I guess...
There’s a guy, (no disrespect) I cant remember his name, he would follow police cars and shoot deadly car accidents in Mexico, that was striking... amazing work.
I never loved Helmut Newton’s work…I never felt it - but I do sense the power in it that comes from his life story... and just loved him and his life story.
That’s what I love so much about Photography, the power of it all and the range. There are such different fields and I love them all for different reasons.
Who really influenced me is a songwriter Leonard Cohen if you want to know! A true gentleman who is amazing with such meaning in his songs.
He is playing in the studio every day. My assistants have been taking the piss out of me for years about it!
What are your thoughts on social media sites, like flicker, facebook, twitter, etc.?
Not a lot of time for them really, sure its great
…. Is it good for business?
How about your thoughts on stock image libraries and photographic image usage?
... I forgot to mention this before. Stock images were another slap in the face for commercial shooters. That’s life though isn’t it.... more people wanting a piece of the cake. Live and let me live I say!
Seriously though, this is a great idea, and is obviously working extremely well. You know Commercial Photography is a commercial business so you have to deal with other businesses, and frankly I can't change it. They are just other people trying to make a living, good on them.
Does it make it tougher? Yep!
Your view on agents and producers?
It's like love. It works out sometimes, other times it doesn’t!
You need them and want them and they need you.
I’ve done in-house production for years so I appreciate their work… the thousands of estimate changes and problems they sort out...
I love it when they’re part of creative solutions also, seeing that light bulb go off for solving a problem.
They are mostly the unsung heroes you know.... I take all the credit (and would be so lost without the team...)
They are a very big part of a good image!
Anything else that you've been involved in recently that you’d like to share?
Yep- I don’t like the fact that Retouching became this big thing where everybody wants to make the money.
Agencies talk about wanting great work but then some in-house retouchers can't deliver.
I think the quality in Australia has deteriorated when it comes to post-production.
Not quite sure how I can as a photographer deliver any kind of direction if in the end I loose control and the last crucial step is taken away.
The magic was very often in the darkroom. Delivering files to retouchers and then having no say will not work for anybody in the long run.
If it is "just work" fine, make the money, but if there are great layouts, great potential, please let the good guys retouch and let one person lead... it shows in the final image.
I think postproduction should be POST- production and not the moment when everybody starts to art-direct and fiddle.
I think Photography itself had a tough time last year.
We’ve done OK, we’re still getting in great layouts, getting good briefs so we’ve done some good stuff, and I most certainly can feel the creative demand is on the rise again, so I think this year should be a fun one.
Lets hope!
All Images © Andreas Smetana
ANDREAS SMETANA PHOTOGRAPHY
http://www.smetana.net/
