Alex Pott is a passionate advertising photographer focusing on
fashion, product and people photography. With 10 years of experience in the fashion industry and over 20 years in photography he has shot for a large variety of clients. He has recently added beauty and cosmetic photography to his growing list of projects.
Tell us a little about yourself and your photography.
My father was heavily into wildlife photography which I guess
planted the initial seed with me. I have always been very visual and
creatively inspired, whether that was through music, pictures or
video. Initially I dabbled in landscape and still life photography
but it wasn’t until I had opportunities to photograph people that my
passion for photography started to increase dramatically. Fashion
was a natural connection between my still life/product work and
Now I’m primarily shooting advertising and commercial projects
throughout Australia based mainly in Melbourne and Sydney.
Why did you start taking photos?
It’s a crazy cliché, but I enjoy the frozen moment. The sculpting
and planning of the light. The composition and then finally getting
the image out of the camera and processing it to show that one small
split second in time. Capturing and manipulating how those memories are represented has and will always be a massive buzz for me.
Your advertising photography shows your passion for
composition and detail. What is your secret to photographing
Planning and heavy inspiration. I usually set out with an idea in
mind that may initially be quite crude or broad in what it may
represent. As clients bring their vision to the table and it begins
to mix with mine we start to focus in on this vision. Just like
models, products play a role or take on a character. The client may
want to make their product appear soft and beautiful (skin care,
cosmetics, clothing) or strong and powerful (men’s aftershave, men’s
accessories etc). We use this emotion to try and build a creative
scene for the product which will hopefully allow the consumer to
connect with the advertisement.
How do you capture the story behind the product?
This often comes from the client. I would talk to them about their
passions and how they came about creating the product, gain some
background information and from there build a story that helps
transport the viewer into this world. It really needs to come from
the origins of the product or the client that is passionate about
it. Occasionally we mix in references and scenarios that hopefully
evoke a positive emotional response from the buyer.
You also do amazing fashion and beauty photography. Tell me
more about that.
It all interconnects. Fashion is such an incredible vehicle for
beautiful story telling. With the ability to add human emotion and
expression there is much space to create a visual storyline. It’s
exciting to place the model into character and then allow her to act
through this using the clothes to transform her. In contrast, beauty
photography is purely about the model. Focusing entirely on the
natural attraction of the eyes, face and mouth. It can be incredible
emotive and other times quite raw and intimate. Removing all product distractions and having just the person is very liberating.
What are some other photographic projects you enjoy working
I love the complex, large location shoots. The buzz that comes with
that many creative talents in one place is incredibly exciting. Any
project that allows me to meet other people and also see new places
is always enjoyable. Often they are the hardest to work on with long
hours because of the fact there is more crew, strange environments
and you don’t always have access to everything you feel you need.
Having said all that, that’s what makes them most rewarding.
What kind of a camera and lenses do you primarily use and
how do you select your equipment?
Currently I work with both Nikon and PhaseOne cameras. Fashion and portraiture is often shot in the medium to long focal ranges so my
lens collection reflects this. I own a lot of 50mm+ lenses up to
about 200mm. I have only one or two wide angles lenses. Equipment
selection is based around reliability, cost and output. I’m not
married to one particular brand. I work with what will get me the
best results as in the end this is what will please the client.
Can you name some tips for those who want to start a
Try it all. I didn’t know commercial fashion and beauty photography
would be where I end up but I’m glad I gave it the time to
experiment (and fail a lot early on). Don’t be afraid to shoot
wildlife, still life, portraiture or high-speed water effects. It
all helps you not only find what you enjoy but it shapes your
thinking and how you approach future photography challenges.
Thanks Alex for sharing the glamour and insights on
To see more of Alex’ commercial and beauty photography please check out his website: