Interviews Kids understand better than adults
Senthil Kumar is an inspiration to other photographers, both for his skills and his industriousness. 2008 saw him participate in numerous campaigns and emerge as Asian Photography’s “Best Photographer of the Year 2008”. Fotoflock.com spoke to him about the secret to a successful campaign, his passion for travel, the challenges and rewards of working with kids and more.
You are most famous for your commercial photography. Do you take part in any other types of photography?
Indeed I do. I shoot a lot when I travel. People. Places. Landscapes. Sometimes editorial. And personal too.
How do you decide whether or not to get involved in a particular campaign?
People know the kind of work I do. And that’s what they come to me for. There’s no question of rejection. Every assignment has a unique feature to it.
How much input do you have into the campaigns you work on?
I’m an art graduate. I’m an artist. Everything I do I look at from an artist’s point of view. I understand the concept first. Then I try to express it with pictures. I try to contribute not just technically but conceptually too.
What do you think is the key to shooting a successful ad campaign?
Pre-production is the key: understanding the idea; planning to the last detail; selecting the right people and places for the job. I think the creative art person is most important because it’s in his/her hands to bring the idea to life. The cropping. The colours. The layout. It takes a lot more than a pretty picture to make a successful campaign.
How has your passion for travel influenced your photography?
When I travel I go with an open mind, and the experiences open up my mind further. I learn new things, see things with a new perspective, see things in a new light (literally). You don’t know what to expect and that makes the result so magical.
Do you prefer shooting models in a studio or outside? Why?
I just enjoy shooting. Indoors or outdoors, it doesn’t matter. Shooting outdoors has its own advantages; natural light can at times make a picture so dramatic, and at indoor shoots we can create magic.
You have created three short animated films for Greenpeace. How was the experience?
Simply unforgettable. A new idea. A new learning. We were shooting a moving picture with a still camera. As it was claymation, we had to shoot about sixteen shots for every one second of film. That’s about 480 shots for 3 ten second films. It was fantastic!
You have shot several campaigns involving children (including the famous "Hutch" campaign). What are the advantages and disadvantages of working with kids?
The good thing is that kids understand better than adults. The not so good thing is that they don’t do repeats. At times kids can bring to life such amazing expressions. Everything has to be ready by the time they arrive. You have to get it right in the first shot. It’s an interesting challenge.
2008 was a busy year for you. What was the most exciting project you worked on duri
ng the year?Many in fact: the Arvind mills shoot in Prague; the many campaigns for Himalaya Herbal healthcare; Lenovo ‘ideas eveywhere’; Reliance eyewear and Fashion; Salon Nayana; Lifestyle summer-winter; DNA; and Deccan Chronicle among others.
You were voted "Best Asian Photographer of the Year 2008" by Asian Photography. What does winning this title mean to you?
It was a pleasant surprise. It made me very happy.
What does 2009 have in store for you?
The year has begun brilliantly. Let’s hope the trend goes on!
What printing equipment would you recommend?
Undoubtedly Epson. It’s not just my choice; I think it’s every professional’s choice.
I wish you will be honoured with
"Padmashree" very soon.
Nandu