Gavin Goodman, a renowned photographer and Hasselblad Master, has spent the past 22 years sharing his exceptional artistic talents with the world. Initially beginning his journey as a cinematographer, he eventually shifted his focus to commercial and fine art photography. In an exclusive interview, we sat down with him to delve into his creative journey, uncover the secrets behind his distinctive style, and gain insights into his perspective on the latest advancements in AI technology shaping the photography industry.
Please introduce yourself.
My name is Gavin Goodman, and I was born and raised in Cape Town, South Africa. I have a passion for surfing, and I am married with a beautiful 2-year-old boy. I work as an advertising and fine art photographer, and I have been doing it professionally for close to 20 years now.
Where does your love for photography come from?
I have always been a creative and visual person. Before getting into creating images, I worked as a web designer. However, I soon realized that sitting in front of a computer all day and working on deadlines wasn’t as exciting as I had hoped. I ended up traveling for a bit and met a film student who introduced me to the world of cinematography. This sparked my interest, and when I returned to Cape Town, I enrolled in AFDA to pursue my love for image creation.
You had a successful career in cinematography. What made you transition to stills photography?
I worked as a cinematographer for about seven years, but I am no longer involved in that world. I dabbled in it a few times over the years, but it no longer excites or interests me. I felt creatively stifled in the hierarchy of the film industry, especially when shooting below-the-line commercials. I started to get frustrated and realized that I couldn’t see myself in that world for the rest of my life. The stills photography world has a different vibe, involves smaller crews, and gives me more control as a photographer. I can directly work with talent and oversee the whole aesthetic, which is much more fulfilling for me.
How would you describe your photographic style?
My style has evolved over the years, but currently, I have a cinematic look and feel in my photography, influenced by my experience in the film industry. I focus on lighting and prefer using soft and indirect light to shape a mood that is not too dark. I draw inspiration from African culture, combining it with a modern and minimalist approach.
Did you intentionally cultivate your style, or did it happen naturally?
When I started, I tried emulating other photographers and creators that inspired me. However, this led me to lose my own point of view. Over the years, I explored different styles and genres, resulting in my style organically evolving based on what resonated with me as an artist.
What subjects do you enjoy exploring?
For me, the most important thing is developing a concept that drives the entire creative process. I’m not too specific about the subject matter; rather, I focus on connecting with a core concept behind what I’m creating. When it comes to commercial work, I may not be involved in the conceptualizing phase, but I elevate the initial concept to align with my artistic vision.
What motivates you to take on projects?
It depends on the project. For commercial work, budget plays a role in motivating me. If the budget is small, I may not be as motivated, unless I resonate with the visuals, aesthetic approach, and concept. It’s a combination of the team I’ll be working with, the concept, and the budget.
Do you have a dream project or team you’d like to work with?
I have many dream projects where I can build big sets, create everything on camera, and craft lights in a slow and meticulous manner. I also have a list of stylists and set designers I’d love to collaborate with. However, these dream projects happen rarely when I have the budget and access to the right talent.
What camera do you use, and what do you love about it?
I have always used a Canon 5D Mark IV, along with a range of prime lenses. I find the image quality fantastic, and I’ve been comfortable with Canon workflow since the Mark 1 days. However, I was awarded a Hasselblad X2D, a hundred-megapixel full-frame camera, about two years ago. While the image quality is impressive, I still prefer shooting with my Canon, especially for lifestyle or projects involving extensive coverage.
What are your favorite lenses and why?
My favorite lenses are the 35mm f/1.4 Sigma Art lens and the Canon EF 85mm f/1.2L lens. I love the combination of skin rendition, sharpness, and bokeh these lenses provide.
You recently incorporated AI-generated backgrounds into a shoot. How was your experience with this new technology?
I have been fascinated with AI and text-to-image technology since it emerged over a year ago. AI allows me to bring concepts and ideas from my imagination to life without requiring a tremendous amount of time and effort. It’s creatively satisfying, especially as I tend to get bored with a concept quickly. AI enables me to create diverse and stunning imagery in a cheaper and quicker way.
Were there any surprises or areas of interest you discovered while experimenting with AI technology?
AI technology has opened up new possibilities for me. It allows me to explore ideas and refine them more efficiently. The speed and ease with which AI generates backgrounds and other visual elements have exceeded my expectations, making it an invaluable tool in my creative process.