The thing I love most about lifestyle photography is the freedom. Whilst I love to photograph a wedding, positioning friends and relatives in the most flattering lights and helping to get the best out of the resources I have available, lifestyle photography is far more of a blank canvas. I can give my subject a very vague set of instructions and he or she can take to the task as they would if they were simply performing an everyday activity, from waiting for a bus to gardening. The challenge, then, is to take that mundane activity and to turn it into an art form, with a little inspiration and creative licence.
Throughout my projects as a lifestyle photographer I have worked with a range of models who somehow manage to blend a sense of chic coolness with the utmost professionalism. For example, one of my favourite models to work with is a young woman from Poland named Iza, who I first met when we were shooting an ad for a travel agency. Since then, Iza has gone on to work with me in fashion photography.
With lifestyle photography, you are also more open to express yourself through the means of digital editing. Whilst I would never intentionally obscure or take away the meaning of the original image, I do like to flex my creative muscles by adding effects to my final shots. I’m especially fond of black and white images, particularly for fashion shoots.
When you are photographing somebody who is not posing outright for the camera, you have the opportunity to look a little deeper into that person. What are they thinking? What are their dreams and aspirations? While the shoot may just have the simple purpose of advertising or bringing a product to life, for me, it gives the model a little more colour too.