Because behind every complex issue is the individual. Kierkegaard said that the crowd is the untruth. Maybe we’ve been looking at the world upside down. I’m starting at the bottom.

Most stories are written and photographed by different people. But writing and shooting aren’t watertight compartments. Neither should they be ends in themselves.

There are many photographers in the world, and many good writers. But not many who do both. When you mix the two, when one leads to the other and the lines get blurry, you can tell a story with a single vision that runs through both. Because the person you photograph is the person you have talked to. And because both your shots and writing share the same style.

With parents who ran their own advertising agency from home, I grew up reading copy, suggesting ideas and watching as ads were created. Through Ogilvy and Hopkins I learnt that the best ideas are simple, the best communication doesn't win awards and that a typeface larger than what I write this page in would be tough to read.

Minimalism, and focus, is key. As Cartier-Bresson said, “It is with the strict economy of means that simplicity of expression is achieved.” I use one fixed lens for 99 percent of my shots, and usually keep it at the same aperture. I don’t own a zoom, or a flash. I’m not interested in shooting everything. I’m only interested in what matters to me.

If you have a story to tell, do get in touch with me. I’d love to be a part of your effort.

Pinaki

pinaki@pinaki.info