Andreas Vogt has built up a business around his photography.
DigitalExposure Ltd started off in 1991 – just a one man and a
camera, specialising in advertising photography and product
photography. Through the years the business has been steadily
growing. And the business is still all about photographing products
and other commercial work.
Tell us a little about yourself and your photography.
Having started to work as a photographer in the ‘good old days’ of
film and polaroid I have seen many changes in the industry. When I
started a good advertising / catalogue photographer would take
somewhere between 1 and 12 pictures a day depending on the subject matter. This has now more than doubled with the advent of digital photography.
Where we used to take images that the client used for several years to sell their products we now take images very much to be used for the moment and then be replaced.
Why did you start taking photos?
It started as a hobby and developed from there. I could never have
imagined that going from photographing flowers and landscapes as a
hobby I would end up photographing products ranging from bottles to jewellery, roomsets to industrial sites and studio roomsets to
But that is how it started and I still love it.
You started your business way back in 1991 and you now have
staff and freelancers – how is having a photography business
different than “one man and a camera”?
Having staff means I am more responsible for the admin side of the
business and get involved in post-production and get less chance to
get behind the camera myself. But it also means that the business is
covered for holidays and illness. – It’s just those pesky paydays to
worry about. (That’s a joke, i have a great team and they are worth
What is different in commercial photography compared to
I think the main difference is that you fulfil a client’s brief to
their way of thinking; you do not very often get the chance to put
your own interpretation onto things.
With the kind of commercial work we do there is also a certain amount of monotony – you have to photograph 150 virtually identical products and the last shot has to be as perfect as the first.
The photos you create are obviously very slick and
professional – what are some “tricks” you use to achieve that?
We have a number of tricks like multiple exposures being comped
together etc but at the end of the day you need to get the lighting
and the camera angle right to get the perfect shot.
What is most challenging when working with customers?
Nowadays I would say the most challenging thing is the client’s
perception that it is easy and quick to take the perfect picture. A
lot of people have ‘a little knowledge’ about photography and they
do not understand that just because it looks good on a computer
screen it will look good when it is printed in a catalogue or
Tell me a little more about the work stations you have setup
and the types of camera you like best?
We have 5 work stations equipped with top end Apple Macs and Canon cameras. We also have a Hasselblad system. It is not the camera that takes the picture – it is still the photographer.
Can you name some tips for those who want to take their
passion for photography further?
Perseverance, determination and a willingness to work hard to get
Thanks Andreas for sharing your photopraphy business
building insight and great going!
Check out the Digital Exposure web site and see how the pros
Please see here for more info DigitalExposure.co.uk