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Jeffrey Vanhoutte. Famous Commercial Photographer
Jeffrey Vanhoutte
was born in Antwerp, Belgium. He got a diploma as a professional
photographer and in the age of 21 Jeffrey opened a studio in Brussels,
where he worked in the genre of food photography for a long time. In
1999 he started using digital cameras and collaborating with
advertising agencies BBDO, Ogilvy, TWBA, Saachi.
"I work with medium format analog camera Mamiya 645D with digital camera back Leaf Aptus 75. Lighting equipment - Broncolor and Bowens.
I always use Photoshop, it is a very important instrument in my work. I
either retouch every picture by myself or make use of photo studio
service."
"I
always liked humor in photography, and I was curious where I could
fulfill myself in this sphere. The more I looked for, the more I was
convinced that the ideal sphere for it is commercials. But we should
remember that not any humor is attractive, and don't take a bad joke as humor. Humor
in commercials must be represented, from the one hand, in very subtle
way, and from the other hand - it must strike outright. Serious things should be brought cheerfully but with taste
- this is a rule of many agencies today. "The product itself should
excite good, positive feelings, and if the advertisement is nice, the
product will also bring some joy to our life." Agencies follow this
simple rule."
"The
shot was taken for the calendar, the topic of which was rather free -
"white color". I photographed different parts of composition in my
studio, then put them together in Photoshop. In this particular case I
was limited with one abstract topic. Though it also can be a little
piece for me to fulfill my creativity. To compensate it I often devote
myself to implementing my own ideas. As usual they are born during
communication with different people. I share my idea with people and
try to find the group (a stylist, a model...), which could carry it out
in the best way. I often think something up, drawing information from
the Internet, magazines or books. But cinematography has the most strong influence on me."
 - "As a rule it takes me two days to prepare for shooting, from 4 to 8 hours for the very working process and several days for retouching."
- "For me photography is mostly working with light. When the
subject and story of the shot are already defined, the most difficult
thing is left - to set the right lighting. This work is a huge
responsibility because you do it not only for yourself but also for
your client. You must be partial towards what you do and in the same
time please a client."
- "The one more complication is financial investments. I have to change my camera every 3-4 years of service life."
- "But the most difficult thing to get used to is that you should be able to sell your sense of humor anonymously.
I rather quickly came to understanding of the fact that the real
happiness lies in the process of working with camera, but not in
general acceptance. Someone can call this attitude inadmissible. But
the fee for it is your idea, coming true. And it's not required to be
very complicated. More often things become the funniest when you show
them in unusual and astonishing context."
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