Hasta La Creative!

Why are you a photographer?
For me, photography is a magical, fun and challenging journey.  It is an art of crafting a unique aura around products and experimenting to make the best of whatever I have got. Challenging myself as a photographer helps me to grow as a person. If we all just did what was comfortable, we would never learn and become better.I have a good memory, but a short one. “Thanks to Photography.”

Despite of being a photographer for eight years, every time I work on a shoot, I am always excited about the translation from click to a high quality finished image. Just to name a few, clientele of the ‘Payal Choksi’ brand include – Femina, Fun Republic,  Kelloggs Corn Flakes, Living & Etc…, M Magazine, Marie Clare, Tarla Dalal, Taj Land’s End, The Times Of India, Tupperwear…

Do you remember any decisive moment when you felt ‘I want to be a photographer’?
Having a Commercial Arts background from L.S. Raheja, Mumbai, helped me to better understand the importance of communicating through images in the advertising industry. I don’t think there is one defining moment that made me want to become a photographer. Over the years, the more photos I took and the more I played with camera angles, light and colours, the more it grew on me.

How has photography changed over the course of the last couple of decades? Is execution/art direction more important than it used to be?
Photography is the present age. Technology changes an individual’s thinking and digital media gives us the liberty of create fast and incredible results. Yes, today execution plays an extremely important role because consumers have become more demanding, smart and they’re better aware of quality.  A good art direction enables to effectively convey the message using very little words.

What do you think of the current state of Print Advertising photography in India? Is it at par with the work done worldwide?
There is still a long way to go as most of the machines are second hand & cannot handel finer screens. How ever clients are more aware of the paper quality, cost etc… which is a good thing.

There is a certain sense of stylization in your work. Its almost like a signature. Where do you get your inspiration?
At the heart of all my work, excellence lies in simplicity. I get my inspiration from diverse sources like – meeting wonderful people, travelling around different cities, fashion, food and changing lifestyles.

Was there any time when you wanted to quit photography?
No

Any current work in Indian Advertising that you find exciting? Especially Print?
Execution in Indian print Advertising has come a long way in last couple of years, but conceptually nothing new at this time that I find intresting.

Whats on your iPod?
Acon, Marc Anthony, Micheal Jackson and Bollywood Music.

Mac or PC?
Mac