The Photographer's Mail - - News -

Auck­land-based pho­tog­ra­pher Luke White is set to el­e­vate New Zealand pro­fes­sional pho­tog­ra­phy to new lev­els by launch­ing Proof, a mod­ern agency rep­re­sent­ing Kiwi ad­ver­tis­ing pho­tog­ra­phers. Con­ceived as a plat­form to work with bril­liant artists and help them to re­al­ize their very best work, the agency’s phi­los­o­phy is de­scribed as one of in­spi­ra­tion and con­stant growth. For this group of young, tal­ented pho­tog­ra­phers, col­lab­o­ra­tion fu­els each of their in­di­vid­ual cre­ative ex­plo­rations.

“I work closely with all the Proof pho­tog­ra­phers to help them cut away dis­trac­tions and find their au­then­tic voice. When a pho­tog­ra­pher makes work they are pas­sion­ate about, it shows in the images, and that’s when they pro­duce their best work,” Luke said.

In­ter­est­ingly, many of Proof’s pho­tog­ra­phers have ar­rived at pho­tog­ra­phy af­ter work­ing in non-artre­lated fields, which in­forms their prac­tice in unique and in­ter­est­ing ways. “The pho­tog­ra­phers come from a di­verse range of back­grounds. For ex­am­ple, Lee worked as a me­chanic in For­mula 1, and Lot­tie was a so­lic­i­tor be­fore tak­ing up pho­tog­ra­phy. What they all have in com­mon is a fan­tas­tic work ethic and a de­sire to push them­selves creatively,” Luke ex­plained be­fore con­tin­u­ing, “All the pho­tog­ra­phers I work with are con­stantly work­ing on per­sonal projects and cre­at­ing new work. They are also re­ally lovely peo­ple, which is im­por­tant — I think the per­son­al­ity of a pho­tog­ra­pher re­ally come across in their work, es­pe­cially por­trai­ture. And, of course, no­body wants to work with a tem­per­a­men­tal, self-im­por­tant pho­tog­ra­pher …”

To see what cre­ative cam­paigns and per­sonal projects their first year will bring, keep an eye on proofa­

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