Somojo Magazine

Photography by Uge Ferradas

How long have you been involved in the photographic industry?
In one way or another, I have been involved in this industry for almost 20 years. Initially, I was working as a fashion model for a short period of time. Then, with two partners, we have established a corporate communications agency and one of my responsibilities was the planning of scenarios working with the creative director and liaising with photographers to develop new ads. Later, I worked as part-time photographer for corporate pieces, advertising and publishing. At this time, I am working as a full time photographer.

What types of photography do you do?
Mainly corporate, advertising and editorial photography. But as personal work, I am very interested in portrait. Working with people and draw from it the most personal aspects is what inspires me the most.

Which of these if you could, would you spend 100% of your time working on?
Portraits, portraits and portraits of people in their environment and their work.

What is the hardest part of being a photographer in today’s business climate?
Many people think that they don’t have to hire a professional to do certain jobs. Access to a large amount of information on the Internet creates the false belief that anyone can do the work of a photographer simply buying an expensive camera. But the gear does not make you better photographer. Is the way you see things what makes you a good professional. Then, the experience of playing with the resources (cameras, lights, flashes, lenses ...) is what allows you to achieve the picture you were looking for or that the client needs.

Do you work with digital, film?
Currently, I only work digital. I only use film for some personal projects, close to experimental takes.

Do you think that the advancement in digital cameras and technology has made your job easier?
Without a doubt, has done my work faster. The tools have changed, but the ways to capture an image has not changed much.

Has the availability of digital cameras and imaging software had an effect on your day to day business?
These two things have made the process more manageable in fewer steps. In my film time, I need a laboratory for process my work. Now, these steps I can resolve in my own studio. Anyway, in my case, I try to follow the way as I did in the past, which is basically, image´s capture (of my dreamed image) and the postproduction in hands of pros. This way, everyone can focus on their own abilities.
This is the way I work on my clients projects. In my personal work, I like to play with what I have in my hands, and one of those things is the imaging software.

Do you feel that the internet and online photographic agencies are good for the photographic industry and photographers?
I think there is a market for everyone. Sometimes a client’s needs can be met with images of a photo agency. In cases, where product and corporate photography is more specific, it is not possible to use a general purpose image from a bank. There are cases where the customer is looking for something that fits their corporate communication and you must provide these kinds of images. So I think there is room for everyone.

Do you make use of any internet forums or social networks?
I use a lot internet and social networks. For me it is a very important aspect of the business as a photographer. Now my job is more dynamic. It’s part of my everyday job to seek new forms of communication, to reach my clients, contacting potential business niches. Its part of my job as a photographer, not only to make good shots, but people pay my work.

Lots of people recommend social networks for promoting small businesses. Is it something you have considered?
In fact it’s one of my main ways of promotion.

Do you ever look at the work of other photographers to see how current techniques and image styles are changing and developing?
It is an interesting exercise. I try to follow the work of other photographers to see their progress, to understand what makes their photographs stunning.

Who is your favourite photographer?
How much space I have?

Do you use a mac or pc?
PC

What do you think the future holds for professional photographers?
The hungry photographer will have access to new devices and tools to do their job. And at more competitive prices. In this way, the market may have access to the outcome of this experimentation to apply to their own businesses. Is a win/win future. But to enable this process, we must remain active, and must remain constantly hungry.

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