PROOF AGENCY TO REPRESENT NZ ADVERTISING PHOTOGRAPHERS

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 proofagency.co.nz.