Other than Fashion, I have also shot film posters. It was not intentional; I was requested to do a poster for ‘Kurbaan’ which got accolades following which I did posters for Ram Gopal Verma’s films. Shortly, ‘Pune Warriors’ campaign happened and there was no looking back. My photography style is unique. In painting, portrait art is a mirror of the subject. Here, I look at the subject with a third eye and present an adulterated version. This is why I do a lot of experimental shoots where you will find my vision and personality in the photographs. That said, a lot also depends on the brand I’m shooting. If it’s designers, they would have a theme in mind.. they would have a story to narrate.. and I become a part of it. if it’s a commercial brand, I stick to the brand history. Ultimately good fashion photographers must have a soul in the body of work. They must be willing to go that extra mile, take a leap of faith and experiment!
On the technical front, they must be knowledgeable about light, have a good sensibility of colors and adapt to any situation. Of course, our tool is the camera and I simply love Hasselblad; it’s a full-frame camera and its pixel quality is amazing! I love Canon as well as it has good depth and sharpness. You know, this may sound crazy but I’m old school when it comes to post-production!! My editing is done on set, on location! I use editing with a minimal approach! You can’t put soul in your work once you are done shooting — that’s not honest! Which is why the biggest challenge for me as a photographer is my struggle as an artist. That said, I know it’s to early to make a declaration but completely putting my camera aside some time in the distant future is never going to happen. I would still need my camera in heaven and request God, “say cheese!’’