The exciting thing is that companies that ask me want exactly the style of images that they know from my portraits and reports in journalistic magazines. The desire for authentic, individual images is growing – especially in times of AI-generated content. Classic corporate photography (bright, flashed, friendly) certainly still has its place, but it is becoming increasingly interchangeable.
Especially when I photograph CEOs of large corporations for journalistic publications, I often experience how internal PR departments try to impose generic poses such as “person leaning on railing”. It then takes sensitivity, timing and knowledge of human nature to impose my own visual language – without losing sight of respectful interaction.
I basically take the same approach to corporate jobs as I do to editorial jobs. The difference lies more in the framework conditions: The time factor is usually more generous, the shoot more structured. I often show the images directly on the iPad and the client is closely involved. What I don’t do, however, is plan every single motif down to the smallest detail beforehand. I’m not an advertising photographer.
I like to work quickly, intuitively and with an open eye for what’s happening on location. The available light, chance, the moment – these are all creative means that I use consciously. However, the most important factor for me is always respectful, human interaction at eye level. Everything else follows from that.