Meet Mauro Turatti
Neill Frank, Head of Film + Digital sat down with Mauro to discuss his work.
COUNTRY OF ORIGIN:
HOW WOULD YOU BEST DESCRIBE YOUR SYLE?
I love taking care of every detail. I really enjoy the prep phase of each project: studying how to create a picture is as much fun as the actual shoot.
Years of experience in advertising has allowed me to fully express my passion and to keep pushing myself beyond my limits.
The detail that I put into lighting design and the study of each image borders the maniacal. I believe that as in music, the magic of photography happens when even the most complex things look simple and spontaneous.
WHAT TYPE OF PROJECT EXCITES YOU?
The secret to never getting bored of your job is to always research new ways to face even the most familiar projects with a new twist.
I love challenges, so all the projects that allow me to test my skills and go beyond excite me. I love following the entire creation process, I often spend hours alone in my studio studying different ways to shoot an image.
But if solitary study fascinates me, it’s in teamwork that I find excitement and accomplishment. I am a team player, I love working within a team, collaborating on projects, and getting to a final product that makes everyone happy.
HOW DID YOU GET STARTED IN YOUR CRAFT?
I realized that I wanted to be a photographer when I was in high school. I had a hard time convincing those around me that, even though I was so young, mine was a real passion and not just a crush. I attended an excellent school of photography, but more importantly I was incredibly lucky to have great teachers.
After school and early in my career, I had the opportunity to work with well-known international clients, who, although a bit skeptical at the beginning about working with such a young photographer, resulted in long-term collaborators.
Passion and consistency have been fundamental in achieving the position where I am now, and I am so proud when I hear people saying to me: “I couldn’t imagine you being anything other than a photographer!”
WHAT FUTURE TRENDS DO YOU SEE IN YOUR INDUSTRY?
Photography is an ever-evolving form of art and the advertising industry needs to constantly be aware of what the new market trends are.
During this last decade we’ve seen how the internet and the continuous growth of social media has allowed for the rapid, worldwide sharing of information; to this point, I believe that who makes images has the responsibility and the duty of spreading beauty with such a vast audience.
In my studio we are organized in teams to follow all the different aspects of the project, we do this is so that when we create an image this is not something isolated, but rather part of a social media and digital content strategy.
The attention span of users has dropped drastically, and they crave more and more visuals. Therefore, we produce high-quality images that meet the needs of our shaped-by-smartphone-world, where content is shared rapidly and attention spans wane just as quickly.
Grabbing the viewer’s attention for a few extra seconds is the real challenge of our modern world.
ANY INTERESTING THOUGHTS OR ANYTHING ELSE YOU WOULD LIKE TO ADD?
I would answer with a question: What if the future of photography is moving back to the essence of what an image is?
In the last 10 years photography has been ravaged by an excessive use of photo-retouching and 3D work. Everyone in the world produces similar pieces that are often indistinguishable.
Let’s return to composition, and reveal the true perfection hidden in an image.
Today people are drowning in images, but in that fraction of a second that we spend looking at them, a lot of viewers are still able to recognize beauty.
Sometimes you only get one shot, a singular moment to share what you and the client has worked so hard for: to make it count requires dedication and it’s worth pouring all your effort into.
Passion, research, and soul: this is what I want to find in the pictures that I produce for my clients and myself.
We are what we think and even more we are what we do.
We are not executors of a task; we are professionals who love what they do and have the sole purpose of doing it well.