An interview with Boris Bendikov: How the advertising photography market works and what role photography plays in design

Contents:

• Photography and Design
• About Honesty in Photography
• About Advertising Photography
• About Art Projects and "Private Moon"

Boris Bendikov began his career in photography 25 years ago, when the Russian advertising market was just beginning to develop. He works with both large network advertising agencies such as BBDO and McCann Erickson, as well as small design studios. For these companies, Boris is not only an artist but also a trusted friend. He actively collaborates with Andrey Logvin, creating posters and photographing them for the "Typomania" project. His work has been commissioned by agencies such as Linii and Esh Gruppa. That's why on Photographer's Day we decided to discuss with Boris the important connection between advertising photography and design.

In this interview you will get information about:

• what role photography plays in a design project;
• how often a photographer is asked to "play with fonts";
• is it fair to correct finished shots in Photoshop;
• what is important to a client when choosing a photographer;
• about the art project "Private Moon".

A professional advertising photographer who works with major advertising agencies and studios such as Leo Burnett, BBDO, McCann Erickson, DDB, and Direct Design Visual Branding. He has significant experience in creating high-quality advertising images, collaborating with renowned publications including Vogue, ID, Wallpaper, and AD. He specializes in creating visual content that attracts attention and contributes to the successful promotion of brands.

I came to the world of design through my passion for visual art and the desire to create something unique. Starting with studying the basics of graphic design, I gradually immersed myself in this field, participating in various projects and collaborations. Communication with like-minded people and professionals in the field of design helped me expand my knowledge and skills. Gradually, I became part of the design community, where the exchange of ideas and experiences became an important part of my professional growth.

In 1995, the market for online agencies, advertising, and design studios was just beginning to develop. I picked up a Business Guide phone book and decided to call all the companies in this field. My goal was to establish contacts with various organizations. That's how I met the design studio "IMA-design" and its art director, Erken Kagarov. At that time, photographers were actively working with magazines and fashion projects, creating real competition for the opportunity to capture models. In contrast, in the field of graphic design, competition was less intense, which opened up new prospects for creative ideas and projects.

The graphic design community at that time had already become an active professional community. Lively and witty festivals such as "Full Pi," the "Portfolio" club, and creative initiatives attracted me with their spirit and energy. Gradually, I established connections with the magazine [kAk), which allowed me to meet leading figures in Moscow graphic design at the time. These interactions significantly enriched my experience and contributed to the development of my creativity in the field of design.

I liked the approach to problem solving in design studios. There was more freedom of thought compared to advertising agencies, while the level of clients remained roughly the same. The audience could not only be educated but also engaged in the process, offering creative and interactive ways of interaction. This allowed for new and fresh solutions, which significantly enriched the work experience and made projects more interesting.

Surprisingly, when I came "off the street," I began collaborating with Navigator DDB Limited, a network advertising agency. This team employed talented professionals, but their approach required strict adherence to established rules, which limited creative freedom. Although I was interested in their approach, I realized that, compared to advertising and graphic design, I enjoyed working with designers more. They have a completely different way of thinking, which creates a more inspiring atmosphere for creative work.

Photography and Design

Photography plays a key role in design, as it not only attracts attention but also conveys mood and meaning. Visual elements such as photographs can significantly improve the perception of information, making content more accessible and memorable. High-quality images can enhance the emotional impact, which is especially important in marketing and advertising.

Using photographs in design also helps create a unique brand style and identity. It is important that images match the overall concept and theme of the project. In addition, the correct selection and placement of photographs can improve the usability of a website, facilitating navigation and user interaction with content.

Optimizing images for the web is an important aspect. This includes using the right formats, compressing files for fast loading, and adding alt attributes to increase accessibility and improve SEO. Thus, photographs not only enrich the visual experience but also contribute to improved search engine rankings, making them an integral part of successful design.

A designer's work is always individual and depends on their creative vision. It's impossible to give a definitive answer to the question of how photography and design interact, as it's a process in which each combination is unique. I admire how photography and design complement each other, creating a new and original result each time.

Photography can significantly influence design, setting the tone and mood of the entire project. Visual elements, such as color palette and composition, are often built around images, defining style and atmosphere. Well-chosen photographs can not only highlight key ideas but also create a unique brand identity. Therefore, it's important to consider that photography and design are interrelated and can reinforce each other, creating a harmonious and compelling visual presentation.

When an art director and photographer, or a stylist and photographer in a magazine editorial setting, collaborate, the level of their creative energy and mutual influence varies. This often depends on the temperaments and ambitions of the participants. In some situations, I follow the other person's lead more closely, while in others, I enjoy the freedom to express myself and embrace this opportunity. It is important to create harmonious cooperation, where everyone’s ideas and desires are taken into account, which ultimately leads to higher quality and more original results.

An important aspect of the work of designers and art directors is their role as directors, while photographers act as cameramen. When solving utilitarian problems, such as poster design and advertising, it is the designer who formulates the project's concept. However, I have my own zone of freedom, especially when it comes to creating my own art projects. In this area, I am not subject to the influence of others, and even if I involve others in collaboration, I remain the leader of the process. When collaborating with other designers, I am ready to cede primacy in order to achieve the optimal result.

If a designer gives me enough freedom, as often happened in my collaboration with Sasha Vasin, I certainly take advantage of this opportunity. He always offers photogenic ideas that have significant visual potential, which simplifies the photo-editing process. Sasha allows me to approach the task creatively, and then, once I receive the photos, even if they don't completely match the original design, he adds his own graphic elements. This interaction creates unique visual solutions and allows me to fully realize the creative potential of the project.

Learn how Alexander Vasin and Boris Bendikov created the music video for the song "Russian Design." In this article, we'll detail the filming process, creative ideas, and inspiration behind this musical project. Join us to immerse yourself in the world of Russian musical culture and learn more about music video production.

Sometimes things work out differently. Andrey Logvin comes with a clearly formulated idea, having prepared all the necessary materials in advance. In this case, the challenge is to capture his vision and preserve it throughout the execution. This isn't just a technical matter; it's important to process the idea and let it unfold. As a result, he ends up with more design than actual photography.

You interact with designers and observe their art. Have you ever thought about trying your hand at design?

I have several projects, including architectural stories. These projects, in my opinion, have a striking graphic design. I prefer to use the language of photography as a tool for conveying design ideas, rather than competing with other designers in this field.

I am interested in an in-depth study of photography, especially given the diversity of my shoots. In this field, I have the opportunity to experiment with different styles and techniques, which allows me to discover new aspects of visual art.

I am not looking to switch to video production, although there is a clear trend now for photographers to create video content or coordinate it.

Before the start of the shooting, we always discuss the future design. This is an important stage that helps create a harmonious and cohesive visual experience. During the discussion, we consider every detail, from the color palette to the design style. This approach allows us to better understand how the visual elements will interact with each other and with the overall concept of the project. Planning the design in advance facilitates more efficient work during the shoot and helps avoid unwanted last-minute changes.

In collaborative projects, understanding the necessary photographic material is key for me, as it will facilitate the designer's work. While typography details and graphic placement remain the designer's prerogative, I always take their nuances into account to ensure the most effective collaboration.

On Honesty in Photography

Photographers also often encounter situations where clients ask for changes to their work. For example, they might ask to change the color of an image or play with the composition. It is important for photographers to be able to adapt to client requests and find a balance between their artistic vision and the client's wishes. This allows them to create unique and high-quality work that satisfies both parties.

Situations of this kind are quite common. A client comes with a proposal: "Let's do it this way." We respond: "In our opinion, this is not the best option." However, the client insists: "No, no, let's do it this way." In such cases, I explain that my experience suggests that this can lead to negative results. But, ultimately, there is always a possibility that the client has valid reasons for their choice. In such situations, it's important to try different approaches to see what really works.

There's always the possibility that I could be wrong. Sometimes my predictions turn out to be the result of excessively formalistic blinkers. Client suggestions can work unexpectedly and effectively, and in such cases, I'm willing to admit I'm wrong. However, it also happens that the client simply gains experience by paying for my time, but the result does not live up to expectations.

Advertising photography raises many questions about its honesty and truthfulness. There is an opinion that photography always reflects reality. However, in practice, this statement is questionable. Advertising images are often processed and manipulated to highlight product advantages and attract consumer attention. This leads to images that may not correspond to reality. It is important to remember that the purpose of advertising photography is not only to showcase the product but also to create a certain emotional perception, which may not always correspond to reality. Therefore, consumers should be critical and aware that advertising images may be far from a true representation of the product.

Photography can deceive. This is my opposition to genre photographers, and I believe that deception exists in photography. In advertising, this deception is clearly stated: "We are lying." However, in artistic photography, this deception is often hidden, creating the illusion of truth. There are many ways to manipulate images, and each photographer decides how to present reality. It is important to understand that behind every photograph lies the author's intent, which can distort the perception of reality. Therefore, the viewer must be critical and aware that what they see is not always a true reflection of reality.

The degree of deception in photography should not be underestimated. Even a photograph that claims to be honest is the result of graphic techniques and careful composition, which implies a certain amount of manipulation. Photography, as an art, always includes elements of interpretation and choice, which can distort the perception of reality.

Pinhasov and Maksimishin are outstanding artists who masterfully capture life while simultaneously creating their own unique reality. Their work demonstrates that even in documentary photography there is an element of construction. Without this aspect, they could not be called real photographers. Thus, it can be argued that the concept of truth in photography has its limits and requires deeper analysis.

I work in a field where lying is commonplace. However, if you look at it from a philosophical point of view, for me it is preferable to deceive about money than to distort my beliefs.

Photoshop plays a key role in advertising photography, allowing you to significantly improve the visual perception of images. This powerful tool is used for retouching photos, correcting colors and creating compositions, which makes advertising more attractive and memorable. By processing images in Photoshop, designers can eliminate imperfections, enhance details, and create the desired mood, which ultimately contributes to the effectiveness of advertising campaigns. Using Photoshop also allows images to be adapted to various formats and platforms, which is important in a diverse media landscape. As a result, professional photo editing with Photoshop becomes an integral part of a successful advertising strategy. Dima Zholobov, a talented advertising photographer, plays a significant role in the world of visual art. Early in his career, when Photoshop technology was just beginning to develop, he created amazing works with unconventional gravity. His photographs were distinguished by the fact that objects appeared to be floating in the air or falling in the most unexpected directions, raising many questions about his shooting methods. Dima always emphasized that his work was created "without the use of Photoshop." While this sounds impressive, I always wondered: if the result can be achieved with Photoshop, then what is the difference? The main thing is that the photograph is convincing and conveys the intended idea, regardless of whether graphic editors were used or not.

If Photoshop makes achieving a goal easier, there's nothing wrong with that—the key is to use the tool appropriately for the task. Often, image processing becomes noticeable, and this can indicate flaws in the work. It's important to remember that Photoshop should remain a tool, not an end in itself. Even when working in Photoshop, I always consider the capabilities of optics and light, imagining how they would function in real conditions.

About Advertising Photography

Advertising photography for me is a unique opportunity to combine creativity and strategy. I chose this field because it allows me not only to demonstrate my artistic skills but also to create visual stories that impact the audience. Advertising requires a deep understanding of the target audience and the market, which makes each shoot an interesting challenge. I strive to ensure that every shot evokes emotion and is memorable, because successful advertising is not only about the product, but also about how people perceive it.

When I began my career in photography, I was attracted to art photography and the creation of art projects. However, I realized that working in advertising photography provides an excellent training. This field places high demands on technical skills, which allows you to significantly develop your skills. Advertising photography simultaneously solves two problems: it provides income and helps improve the skills that I later used in my art photography.

In the process of my work, I realized that the advertising market, saturated with finances, is a dynamic and active environment. In this context, money acts as the circulatory system, ensuring the efficient functioning of the entire industry. The high technical demands of the tasks performed make this field particularly attractive. This creates the opportunity to implement ambitious projects and introduce innovative solutions. I am impressed by the commitment to quality and technical precision in my work. Clients choose me due to the high quality of the services provided and the individual approach to each project. I always strive to understand the needs and desires of my clients, which allows me to offer solutions that best meet their expectations. My experience and professionalism are also important factors, inspiring trust and confidence in a successful outcome. I actively work to improve my skills and knowledge, which allows me to stay on the cutting edge of current trends and technologies in my field. My reputation, based on positive reviews and recommendations, also plays a key role in my clients' choice. Clients turn to me because of my extensive experience in various types of filming, which ensures high-quality results. I enjoy being part of a large mechanism and fulfilling my role reliably. In the process, a single detail, despite its modest role, can influence 90% of the final result. Sometimes it accounts for only 10% of the result, and that's perfectly fine. There's room for both creativity and routine tasks in this field. Advertising typically involves tasks that aren't particularly complex, but it's important to accurately define the target audience and effectively convey the message. High-quality advertising requires an understanding of customer needs and the ability to create a compelling offer that will attract attention and generate interest. This allows you to achieve maximum effect at minimum cost, making advertising not only effective, but also efficient.

About art projects and the "Private Moon"

On your The site presents a lot of advertising photo shoots, but not enough art projects. What is the reason for this absence?

Currently, I create such materials quite rarely. It's not so much professional burnout, but rather an excess of visual information around. It constantly besieges, and I prefer not to add to this flow.

After creating the "Private Moon" project with Leonid Tishkov, we set the bar high for future work.

This photo story tells the story of an important event that left a significant mark on people's lives. Each image captures not only moments but also the emotions experienced by the story's heroes. The photographs convey the atmosphere of the event, allowing the viewer to immerse themselves in the events and feel their significance. Through visual imagery, we can see how relationships change, how people overcome difficulties, and find joy in simple things. This story emphasizes the uniqueness of each moment and the importance of preserving memories through photography.

Lenya Tishkov once presented his installation, recreating the style of René Magritte, at the ArtKlyazma open-air festival. I captured this moment in a photo, and the result was a success. This event marked the beginning of our joint project.

He created a unique story about the Moon descending to Earth and making friends with humans. His ideas formed the basis, and my task was to implement them in detail. We filmed the project over the course of a year, creating 12 works. We traveled with Luna through four seasons, shooting in the city, the countryside, and the great outdoors. Our goal was to create a diverse story, rich in textures and emotions. We meticulously prepared for each scene, but life often brought unexpected changes during filming, requiring constant improvisation. As a result, we created a bright and multifaceted statement that emphasizes the power of friendship and the beauty of the world around us.

Lenya suggested creating a sequel - the story "Visit of a Star", dedicated to a star. However, I am not inclined to continue the plot of the previous project. All my works have always been different from each other. I started with architecture, then moved on to various objects, and later focused on images of girls and mannequins. I have always been attracted by the desire to create something new and unique.

Lenya felt it, but still said: "Look, we are doing very well! Even if we repeat ourselves, it will be forgotten over time. Only beautiful and convincing images will remain, which will create a single lyrical story." I agreed with him, however, as expected, the final version of "The Star" turned out to be less successful.

At this time, a significant change was taking place in the world of photography – digital technology was beginning to completely replace film. Cameras capable of replacing even wide format formats began to appear on the market, which changed the approach to shooting and image processing. Digital photography opened new horizons for photographers, offering convenience, speed, and the ability to instantly process images.

Was "Private Moon" not shot in digital format?

Shooting on film requires a high degree of preparation and precision. Unlike digital photography, where you can instantly preview the result, film involves working by touch. Mistakes that are perceived today as stylish and original were then considered simple flaws. Every image shot on slide is the result of careful planning and the ability to anticipate. The complexity of the process requires not only technical skill but also a creative approach to creating unique shots.

This shoot presented a real challenge. In today's world, where phones and other devices create uncertainty, the situation has changed dramatically. Previously, when photographers needed to quickly assess whether everything in a frame was in order, Polaroid cameras were used. They developed photos instantly, allowing them to quickly determine what needed to be corrected. However, in the context of our project, Polaroid did not prove to be an effective tool: complex contrasts and the overall difficulty of the shooting conditions did not allow us to achieve the desired result.

To the viewer, it may appear to be a "moon" or a "star," but in reality, it's a lightbox—an essential lighting element in the frame. In some cases, the lightbox was the only source of light, which significantly complicated the work. In such conditions, it is necessary to precisely adjust the exposure to avoid overexposure. For example, while filming a scene in the forest, amid a raging storm and furiously pelting blinding snow, I couldn't see anything beyond the light. I had to shoot intuitively, relying on my skills. Nevertheless, despite the difficulties, everything turned out well.

With the introduction of digital technology, the problems have significantly decreased. It has probably become much easier and more convenient for Leonid to continue developing this project independently. Digitalization simplifies processes and makes them more accessible, which facilitates the successful implementation of ideas.

The 2022 Photobiennale at the Multimedia Art Museum features photographs from the projects "Private Moon" and "Visit of a Star." The exhibition is open to visitors until July 31st. Don't miss the opportunity to see unique works and immerse yourself in the world of contemporary art.

If I hadn't worked in advertising photography, my profession might have been related to a different creative field. Perhaps I would have chosen graphic design or video production, where I could also apply visual storytelling skills. These professions allow you to create vivid and memorable images that attract audience attention. Importantly, each of these fields requires a deep understanding of visual language and the ability to handle color, composition, and light. My experience in advertising photography would certainly enrich any of these professions.

I graduated from a technical university and had the opportunity to continue my education, but it would have seemed unbearable. I'm always glad the moment I realized I wanted to take up photography. I don't know what I would have become if I hadn't had this idea. It's definitely a difficult question. Choosing photography was a real blessing for me.

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