Photographic overdose? Make your point!
Substance in advertising!
The power of your point of view: attitude as a photographic tool
The power of photography unfolds when it expresses an attitude. But attitude is not a rigid concept – it can be expressed in many kinds of photography, be it social reportage or fashion. A Hamburg photographer who specialises in photographing sustainable, ecological fashion because she personally rejects conventional clothing and its production conditions is showing attitude. A Berlin photographer who specialises in housing shortages, care, old age and homelessness and puts his finger on these issues is also showing attitude. And a Bavarian photographer who has been certified in and has since cultivated a sustainable way of working, working with clients who offer sustainable products or services.
As a photographer, you can attract clients who share your values by choosing your subjects and topics carefully.
Sustainability as a photographic concept: show what's important to you!
Sustainability is more than just a buzzword, even in photography. Since 2023, the Felix Schoeller Photo Award has dedicated a separate category to the topic of sustainability in order to honour works that document and reflect on the challenges of our time. In their projects, young photographic talents deal intensively with issues relating to the environment, urban development and social responsibility – topics such as light pollution or defensive architecture in urban spaces provide an insight into the conflicts in our society. For all photographers, this can mean working not just with technique and aesthetics, but also with a message for a sustainable future that resonates emotionally and makes you think.
Subjectivity as strength: Your project, your perspective!
Walter Schels, a renowned portrait photographer, once said: “The essence of the image is subjective”. It is this subjectivity that makes photography such a powerful tool – an image can enlighten, provoke or inspire, depending on the message the photographer wants to convey. If you stand behind the camera with a strong inner conviction, you can tell your own story and leave an impression. A photographic work is all the more valuable when it touches the viewer on a personal level and inspires them to think further. The future of photography therefore lies not only in technology and aesthetics, but also in the attitude and creativity of its makers.
Recap
- Show attitude: Use your photography to represent points of view and tell stories in depth
- Add substance to your photography: focus on authentic imagery and narrative concepts that are more than just aesthetic
- Incorporate relevant social issues such as sustainability and social responsibility into your projects to convey a strong message
- Make subjectivity a strength: Allow yourself a personal point of view in your projects – tell stories that emotionally engage your audience
- Develop your own style: work continuously to develop a distinctive visual signature that reflects your personality and values
