Interview with photographer Emmanuel Fradin

Bespoke photography always gives brands the advantage, particularly in a mediascape where stock imagery is prevalent. And finding the right talent to execute a specific kind of imagery is vital in getting the cut-through that your brand deserves. We’ve worked with some amazing photographers over the years, all who have their own unique approach to creating captivating imagery that strikes the right tone with the audience. One of our favourite photography partners is Emmanuel Fradin. Emmanuel’s work spans across editorial portraiture, lifestyle, reportage and corporate. His subjects have included such notable individuals as Christine Lagarde, Charlotte Gainsbourg and Nicolas Hieronimus. 

So, we thought we’d spend a bit of time with Emmanuel to delve into his background, influences and opinions on what makes a good portrait and how photography can empower brands.  

How did you come to photography?

It was a little by chance. My father was really into doing wildlife photography so I often used to take his camera and experiment taking shots. Then  photography school opened in my area so I had the chance to learn properly. Later on I had to do my military service which gave me the opportunity to work as a photographer in Matignon (The French Prime Minister’s residence). Fortunately at the end of my service the government of the time offered me to stay and this is how I arrived in Paris and how it all started.

You focus primarily on portraiture. In your opinion, what makes a good photographic portrait?

A good portrait involves a few essential factors, namely; putting the person who has never seen you before at ease, determining the location of the shot, the light and the atmosphere you want to bring out, and all this within a few minutes. So it’s about having several things come together in a very short time and of course a little luck.

Do you have a particular methodology that you follow?

The first thing is to determine the location. Often the shoot location is not as we might have imagined it, small, drab, dark. We also have to think about the experience we want to deliver for the end customer, whether that’s for a more commercial audience in magazines or for more corporate communications. This allows us to know if we should bring light and how best to use it. This will also determine the character of the environment and what we want to bring out in post-production. I never really know the people I photograph and in a brief moment it all has to work.

Where do you most enjoy photographing your subjects? (Studio or natural environment)

I really like environmental portraits, whether that’s in an internal environment or outside using an inspiring vista. I have done photography for many corporate reports in the past and this combination of places and portraits is really interesting, it allows you to tell a story in one photo.

How do people generally react when their photo is taken?

I think for many people it's like going to the dentist. There is always a degree of apprehension, especially in the corporate world. Image is very important today, everyone looks at the internet and social media and sees multiple filtered portraits looking beyond real. So it is definitely important to present a good, positive image of oneself.

What are you looking for in a subject?

A person’s gaze and how the light works on their face.

What are your photographic influences?

I really like the work of American and English portrait photographers. I find them to be more creative in their approach to lighting, their styling and the methodologies they they use to achieve great portrait shots. I am also inspired by paintings of portraits, in galleries and museums which fortunately, we have many of in France.

Do you find that working within a brand's visual style limits creativity or enhances it?

You have to know how to work for a client according to their needs. The photographer’s creativity must correspond to the request, and it’s about making the shoot happen regardless of an outside circumstance. When there’s a job to be done, we have to carry it out under any conditions. If the customer wants creativity, they will let it know, but generally a brand likes to work with an image that aligns with their brand image.

Do you find that customers are more invested in brand-specific photography these days?

It really depends on the country and the customers. Some are aware that it is necessary to make images and others are not.

How can bespoke photography create a distinction for brands?

A personalised photograph is in my opinion, very important today, especially since we spend our lives on the web and the first thing we see when arriving on a page is the photo. As the saying goes, a picture is worth a thousand words. Whether it's an illustration or a portrait, it's content, quality content that can make the difference between audiences taking your brand seriously or not. A tailor-made photograph also allows a client to stand out from their competitors. A photographer can bring a style and a strong sense of identity which makes it possible for brands to distinguish themselves from others.

What would you say to clients considering investing in photography for their brand?

Take the plunge! Photography is a budget consideration it's true, but making people want to come to you is essential, dare to be creative. Our environment is permanently made up of images, so make sure you invest in imagery that stands out.

I always say that when you walk past a store that never changes its window dressing, you don't stop and go in.

To see more of Emmanuel’s work visit emmanuelfradin.com

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