THE PROUD BUNCH
Brimming with visually striking images, Proudrad’s impressive portfolio embodies the Latin adage “fortune favors the bold.” Comprised of a 12-member team—headed by the creative tandem of Al Avellana and Marc Santos—proudrad’s take on wedding photography is vividly cinematic, with each image offering a compelling story.
Proudrad’s services include an extensive coverage, from preparation to reception, as well as some props for flat lays and creative shots. Afterwards, the edited files, prints, and albums are delivered to the clients. With each wedding and event, Proudrad aims to capture fleeting and spontaneous moments, and then translate the raw authenticity into a stunning visual image. As a result, Proudrad has built up a remarkable body of work, gathering prominent clients from politicians to celebrities: Virman Coquia of Far East Movement; Aiza Seguerra and Liza Diño; Maxene Magalona and Robby Mananquil; Kylie Padilla and Aljur Abrenica; and Jay-r and Mica Javier, among others.
“Our turning point was when we finally [found] our own style. As a photographer, having a distinct, trademark style is the hardest thing to find—[it really] makes a difference.
You can never find it until you create one. Stop looking at everyone else and be your own YOU. We’re grateful to have clients that adore our modern photography style,” says Proudrad of their success.
Shooting weddings both locally and abroad for the past 10 years, Proudrad relies less on artistic direction and more on finding the inherent beauty of natural, unscripted moments.
“Wedding photography is not just about the photos taken during the wedding day—it’s about your story as a couple. The goal is to honor your love on your wedding. It’s not about how others will see your wedding on social media. It does not have to be scripted, no retakes, no directions, it has to be pure to be perfect,” says Proudrad.
Proudrad continually strives to distinguish themselves from the rest of their counterparts, being part of an industry that’s already inundated with wedding photographers.
“What makes our business different from others is our style and how we approach our clients. Wedding photography isn’t just about business: it is about preserving the memories and having real connection with our clients. We desire nothing but the best for them, that’s why we always seek to capture real moments on their big day,” the duo adds.
In lieu of this, the team has established a reliable system that complements their creative process.
“It’s all about planning and cooperation. For this, we also need the help of our clients. During meetings, we explain everything, from planning the engagement shoot and if there’s any special request on the wedding [day]. We just share our ideas and give them advices if they have questions. It is important that you meet halfway to create a workflow. This way, we [are] prepared and stress-free [on] both sides,” says Proudrad.
Despite their exhaustive preparations, Proudrad admits that wedding photography, like any business, has its share of drawbacks, mainly that it can be costly due to the required equipment and developing technology to achieve quality output. Still, they find the pros definitely outweigh the cons, citing travel as one of the ultimate perks of the job.
“Some say it’s tiring, but when you love what you do, you’ll feel more fulfilled. Sounds cliché but it’s true,” says Proudrad.