ive us a crash course
in the commercial
photography industry
and y our place in it...
When I started my career
in the mid ’80s, it was a
different industry. After
all, then it was just two
decades on from when
David Bailey first started
making waves, so there
was an element of glamour
andmystiqueattached to it. I went straight
fromartcollegeinto a job as a studio assistant
andlearneda lot in a very short space of time.
I set up on my own in 1988 and, two years later,
I had my firststudio. I shot campaigns for
companiesworldwide and my work appeared on
TV,in magazines and billboards. The industry
evolved,as didtechnology. The advent of video
capableDSLRsopened up a new potential
forme.In 2008I formed Mask Creative Ltd,
a smallfilmproduction company, from
whereI produced TV commercials and
filmsforclientsincluding Michael McIntyre,
Skyand,morerecently, Jaguar Land Rover.Howdo youdescribe what you do?
Myworkis incredibly varied. If I were London
based,I’dhavespecialised in one particular
styleof work,stuck to it and gained a reputation
forthatstyle.Instead, I set up on my own in1988 and a few years later had my first ever
billboard published – a campaign for Barr soft
drinks. But there just wasn’t enough work
to sustain a specialist style so I had to diversify
to survive. This turned me into a more versatile
content creator and I’ve since shot everything
from food to fashion and sofas to cars.You shoot both stills and video – does
shooting stills automatically make you
a good videographer?
The short answer is no, shooting stills definitely
doesn’t make you a good videographer – they’re
very different skills. However, having worked
alongside TV crews when shooting stills for
campaigns, I developed a good understanding
of the video process and so the transition into
film was relatively seamless. I love editing too,
which helps. If I’m shooting the stills, it makes
sense that I also shoot the video. The lighting
and camera work will be consistent, and the
campaign will be synergised and stylised.You also shoot both digital and film – is this
a personal or professional choice?
I held onto film through trembling hands,
but eventually I had to give in to the new age.
I miss shooting campaigns on film, as it was
very formulaic. Take a fashion shoot, for
example – there were no clients looking at the
laptop to interrupt you and the model halfway
through, asking her to move or hold herself in56 PRACTICALPHoTogRAPHy
Johnny Carr is one of the
UK’s leading commercial
photographers. He runs
Mask Creative Ltd and
shoots stills and videos
for a wide range of
clients, from Jaguar
Land Rover to Barr
soft drinks. He’s also
about to launch Pro
Photo Workshop,
offering one-to-one
beginner and advanced
tuition and billed as
the ‘UK’s most exciting
workshop experience’.
johnnycarr.co.uk
prophotoworkshop.co.ukG
Johnny specialises in
global campaigns for
companies such as
Jaguar Land Rover.