I purchased my first camera after I had completed my national military service, and when I began to travel around, explore and photograph, I realized that this was what I wanted to do in life. Looking back, I think that my choice of profession as a photographer has enabled me to really express my personal observations of the world.
It begins with consolidation of the idea – I have an intuitive understanding of how a photograph that expresses a precise marketing message should come out. From there, I begin the production stage and continue until I attain the perfect photograph. I constantly strive for excellence – in knowing I have the ability to surprise myself and my viewers and to create groundbreaking photographs.
I set up my studio in southern Tel Aviv in 2004, in a flourishing environment of creative, active businesses. The studio’s 100 sq. meters are organized around state-of-the-art equipment, including lighting, textures and backgrounds, a makeup corner for corporate photography, and a kitchen for food photography. The studio provides a perfect space for creating inspiring photographs. I divide my time between outdoor photography and studio photography: products, food, corporate photography and video art. I believe in working together with my customers. The work process is developed while observing the film subjects in real time, with the option for immediate, real-time improvement and accuracy until the perfect photograph is attained.
My starting point is: I care.
It is important to me that my photographs satisfy my customers and enhance business and personal growth. My customers’ success provides me with tremendous drive and satisfaction. From this starting point I begin my goal-focused day of photography and I don’t rest until both the customers and I are satisfied by the photographic product. I believe in the dedication of time and resources, as well as in my customers’ efforts during our work. My day of photography is very efficient, with high output, where, in a joint process with the customer, we create a rich, emotional visual world.
I studied practical photography for 3 years at the College of Photography in Kiryat Ono, graduating with a basis for techniques and development of photographic vision. I then worked at an aerial photography company and attained an extensive background in photo processing. However, the basis for creating interesting and accurate content come from within, and have been nurtured over many years of experience in freelance work.