It was in fall 1993, in a photo studio on the Buitenhof square in The Hague. With my first digital camera in hand, I was focusing the lens on a bouquet of tulips – a commercial commissioned by the largest Dutch grocery chain. The most advanced digital technology of that time could grasp the intrinsic colour of objects yet only after three shots – for red, green and blue – to create a full-colour image. Even a slight movement between the shots – like a tram that trundled down the street, shaking the ground – could ruin my photograph in a flash. This is how I entered the era of digital photography.
In my early years in the studio, the digitalization of photography for the first time allowed me to send high-quality images directly to the clients via the telephone connection. This was key to meeting narrow deadlines and satisfying the enormous demand for advertisement photography. The digital format also meant that, using software, I could now enhance lights, colours and tones of marketing photographs. During my after-work classes at the Royal Academy of Art in The Hague, I could meet renowned mentors and work on inventive assignments. This gave me the power for my transition to more creative photography.
Since 2000, by finding the space away from the studio I was able to develop my personal approach to the photo art. Assigned to promote the Groene Hart recreational zone in the Netherlands in 2004, I combined art and marketing techniques in images that cast light, movement, scenes of joy and creativity. Since then, I have worked with editorial agencies, designers and art directors to create editorial and advertorial photography of interiors and architecture, portraits and reportage.
As I grew together with digital technology, I could see how images have shaped the emerged digital world. Photographs that convey a powerful message are becoming increasingly important, and my aspiration is to develop a communication style that is conceptual and impactful. Through my own projects, I research innovative forms of storytelling that combines imagery and digital technology.