An interview with interior & architectural duo Photographix India

“It’s a collaboration with many creative talents that help our client achieve more in a day’s work. Every talent is nurtured, honed and allowed to bloom. As a collective, we offer interior architecture photography / videography / styling and post production services and are based out of three cities in India.”

Recently voted in the 10 BEST ARCHITECTURAL & INTERIOR PHOTOGRAPHERS OF INDIA - Photographix is a well-known name on the landscape of architectural and interior design photography in India.

Starting off as a pure photography studio, it has now burgeoned into an imaging services company engaged in photography, videography, styling and digital media expertise for professionals from the architectural, interior design and allied design fields.

Through its organic growth, however, two things have remained constant: a unique perspective and attention to quality — benchmarks established by founder Sebastian Zachariah and upheld by architect and partner Ira Gosalia, who is currently based in Ahmedabad and handles the firm’s business in the Gujarat region.

These mandates dictate how Photographix and its collective of young, well-trained and sharply focussed, design imaging and styling specialists work, forming a wonderfully well-knit and symbiotic system.

Can you tell us what has been keeping you occupied recently throughout 2021 and what your plans for 2022 and beyond?

Introspection and innovation are two key focal points that we have opened our apertures to and are now toying with the shutter speed to get the right balance. 

Our website is getting revamped and little did we realise that looking at a 20 year timeline and selecting works that mean something to us and yet resonate with a varied audience would be such a huge task. Trying to build a smooth working system is another learning curve that we are riding currently as there are multiple photography teams and service offerings like styling and videos within our firm.

For 2022, our plans mainly focus on building an efficient workflow, reaching out to a wider yet niche marketplace (and basically trying to cover up for 2020)

All of the above sounds great…especially building an efficient workflow, let me know how it goes.

Could you tell us a bit more about your past, your education, ethos and how you approach your work currently?

Sebastian is a physics graduate and did diploma courses in computer programming (the old version of computer languages which he thoroughly hated) and also in advertising and public relations immediately after that. He was always interested in arts, so it was hardly surprising that despite doing many jobs (as a salesperson, graphic designer, editor, publisher, art director, etc) he settled into photography as his chosen profession. That was 20 years ago.

Ira is a trained architect and she quickly realised that visual arts was her calling. She indulged in photography throughout her architecture school days and joined Sebastian as an intern. Her dedication and commitment to the craft made Sebastian offer her a partnership in the firm and she has since matured as a photography professional and also as business woman managing the firm’s talent! 

Currently, we have taken a stand to approach our work as a collective and as a firm with space for individual expressions. As professionals delivering work for our clients, we have to be clear why we are shooting what we are shooting… but, at the same time, make sure that it’s not boring or any less appealing.

It must be great to share ideas and compositions, lighting setups and inspiration. Working as a team sounds fun and I’m sure is a great way to push each others creatively.

How do you work as a practice and how many photographers are in your team?

It’s a collaboration with many creative talents that help our client achieve more in a day’s work. Every talent is nurtured, honed and allowed to bloom. As a collective, we offer interior architecture photography / videography / styling and post production services and are based out of three cities in India.

We have 4-5 photographers, working arrangements with 2 stylists and a team of videographers. To really help us achieve more, we have collaborated with a post-production team to build efficiency in our workflow and improve delivery schedules. This is now starting to make sense as a business. Adding HR and shoot coordinators to the team was also an operational requirement with so much action on a daily basis. 

It really sounds like you’re building on something very positive which is exciting.

How do you go about getting work and what do you find is the best solution you've found?

Because of Sebastian’s 20 years of experience, a lot of architects and architecture students are aware of him. We get most of the work through their references. There are hardly a few who are not aware of his work or contribution to the fraternity at large.

Ira has built a reputation for being a very focused professional with an obsession for details and close crops. She has a fan base that is growing rapidly not only for her work but also her personality. But when it comes to promoting other young talent of our firm - social media is the best tool. Consistently uploading and updating profile and images plus constant media presence through print and online publications is the most helpful way.

Sebastian believes that one must keep one’s head down and get to work. Irrespective of the scale, the client reputation, fees you get, there has to be a basic honesty and commitment to every project. Each assignment must be given the very best under all given circumstances, at all times…. More work will come your way and time flies because you won’t realise it.  

I completely agree. I learnt a lesson a long time ago from my first job - ‘Never bite the hand that feeds you’. We all hope to grow our talent and move forward with our client base but also nurture the ones you already have. They are the ones, in retrospect, who have supported you and got you to where you are.

Where do you see the future of photography heading, not only in our genre but as a whole?

Future of photography — the camera is smarter than the person using it.  

That means more people jumping in thinking it is easy to do and as a consequence there is tough and mostly rough competition. Getting a job only on price and not on caliber is almost a norm today — which will get worse with time. However good talent and reputation will stay relevant and continue to rule.  Collaborative working is gaining more prominence and is becoming increasingly beneficial for the long haul.

Great answer and a completely different response to ones before.

I couldn’t agree more that in a challenging and competitive market, people who have increasingly low rates are not only damaging and undermining it for others but also themselves. It is up to us to stand up for the experience and quality that comes with a higher rate and years of knowledge and maturity and not let our arms get twisted so easily.

I think there is a division, creatively, that clients who pay a higher price understand what will be delivered, will be up to their expectations and delivered how they expect.

The amount of times I’ve had a client come to me who has already employed 2/3 other photographers and were unhappy. by the results. By this time they’ve paid more than double what my initial quote was.

It’s like saying I want the Porsche but don’t want to pay for it and then are unhappy when the Ford Fiesta turns up. Now I’m not saying that my work in anyway is like a Porsche or that a Ford Fiesta is a bad car, I’m just saying there are different perspectives on things.

What is the interior and architectural scene like in India, is this where do you do most of your work?

Work has increased. There is a rise in Interior / Architecture colleges and courses — which is resulting in more professionals passing out every year. Most of them want to start their own practise ASAP. The rise and importance of digital media demands that all of them want to get their site shot (however small or big). In the last 4-5 years, there has been an exponential increase in number of specialised architecture photographers within India. 

Nothing beats word of mouth recommendation that accompanies a robust social media, and we have experienced it in the past five years or so.

Most of our work happens through social media platforms but is firmly based on the reputation built by our partners and the portfolio that spans two decades. However, the lack of understanding about copyright and licensing options or any standard operating procedure for photographers is going against the professional. So it is chaotic at the moment, but we are still in infancy when it comes to creative arts professionals in India. 

It sounds like a very exciting place to be with some awe inspiring work not just from the architural scene but the photographers as well. That is so incredible to think that there are professional courses out there teaching young talent in our photography field.

Don’t get me started on copyright and licensing. I’ve just had another incident this week where a client sold my images to them to have without evening putting them my way for the licensing or consulting me. The frustration and anger that they are selling and making a profit from my imagery is very disturbing and upsetting to me. They just don’t understand that though. So much more education is needed for sure!

As a photography community we love a bit of gear talk, could you tell us what equipment you have in your bag and enlighten those who aren't familiar a little bit more about your process.

The gear is practical and reliable with the Nikon D-850 holding centrestage with two useful Nikon lenses — the 14-24mm & 24-70 mm — in every photographer’s kit. There is a Tamaron 100-400 mm telephoto for some long range pictures and Nikon’s 18 mm and 50 mm prime lenses as well that are used sparingly. Manfrotto tripods are a favourite with the team with a variety of heads. The Mac OS is used for almost all our post production works.

We usually work with available ambient lights but when needed there is the Godox series with the soft box and reflectors. A new addition is the Mavic Pro 2 Drone. The video team has their set of gear — sliders, gimbal etc. But at the end, gear is just a means to the end and not the end in itself.. It's your creative vision and perceptions of a space that make a difference.

Almost a mirror image of my bag!

Do you feel that you're happy with the work you produce?

The work we produce — the  photographs — are just not purely what we would want to capture as an artist or individual photographer, but objectively aimed to fulfil our client’s idea and vision. As a firm, we definitely feel good when our clients are happy with the work we produce, but as a team of professionals — we are never satisfied. Our harshest critics are in house!! 

There is a learning involved in every shoot and every experience is different. There is always a scope of growth.

I agree there is nothing more satisfying than when the client says they are thrilled with the photographs, but I’m always nervous when handing over the images.

As a perfectionist I’m always thinking could I have done better, the white balance consistency if off, the compositions are rubbish. I do think it is great to push yourself but we have to resign ourselves to the fact that as artists, we’ll never be completely satisfied with what you produce. If you are, then great, but there is always room for improvement!

Do you have any advice for aspiring photographers to keep motivated and pushing yourself forward?

STAY HUNGRY & STAY FOOLISH, you will never learn otherwise. Work hard to create your own style and reputation… What’s left in the end? Your body of work and the memory of you as a person. Strive for that.

I like that alot.

I think we should talk a bit about copyright.....How do you go about educating your clients about licensing and is there anything we can be doing better to inform our clients better?

More than ever before, copyrights have become the topic of discussion and debate in recent times.  This is a good sign and with more professionals worth their name sticking their necks out to protect their rights as a creative professional, there is a glimmer of hope. 

We have taken the task to educating the clients since the past 15 years or so where we mention our rates based on the usage rights requested. Editorial, commercial, copyright-free, etc are all mentioned and described right there in the rate sheet for all to read and discuss. There are still several very creative professionals who haven’t got the concept right in their heads.  The favourite argument is … “but this is our project”… and our classic response is “yes it is - but these are our images. We need the credits for our images and not your project!” It seems easy to understand but apparently it is not! 

Sebastian is the founder, president of the Society for Architecture and Interior photographers in India (SAIP India) and he is using the society to spread the word among the professionals and is willing to stand by those who have been wronged by online aggregators, publications, or even clients! 

I won’t go on another rant, but it is very interesting to hear similar issues arise for so many.

Where do you draw your inspiration from and how do you go about creating your stylised look?

Meeting and having deep conversations with architects and design professional across the board is inspiration enough to know the direction you must take.

We strongly believe in getting the compositions right. All tools and techniques are means to this end. Communicating our clients’ visions to their audience is what our job is. Isn’t it so?

In that process we try to pull off a couple of frames that we think are beautiful, but not what the client needs, is our ‘joy at work’. Personally, every talent can explore whatever they feel fit in their own sensibilities but must deliver the project objectively for the client. That’s the mantra.

Do you have a favourite thing you like to shoot and why?

Ira’s forte is detailed compositions with textures, patterns and joinery in focus.  These are aspects that narrate a story of a project without showing it in its entirety. Her travel stories and documentary works are inspiring.

The story behind the project is interesting to Sebastian but usually does not meet the objectives of the client. He likes architecture but is excellent with interiors.

I know this is something that I need to work on in my own portfolio and doesn’t come instinctively to me that being the detailed compositions. It is such another talent in itself, some make it look so effortless when it is anything but..

What would say the highlight of your career would be to this point?

The ability to bring about a significant change in our client’s business by our contribution as visual content creators, is a recurring highlight in our respective careers.

The hope and trust they invest in us becomes a responsibility we cannot ignore. In smaller towns and cities, they hope for miracles  and that’s frightening — but we have changed their POV about photography and documentation in general. That is an achievement that continues to benefit them immensely in the coming future.

That sounds excellent and a great legacy to leave.

Do you have any favourite photographers that inspire you and anyone you think we should be keeping an eye out for?

Fernando Guerra, Sebastian Weiss and many many professionals from all across the world are inspirations to us. But inspirations are dynamic; they evolve every season… We look for professionals with more pure photography works than compositing works. 

Two very popular choices I see time and again in these interviews and two photographers that also go under the radar quite a bit.

Lastly, what have you learnt and taken away from the past years events?

Learning must never stop and reputation is more important anything else in the business if you want a longer run as a professional. 

Be kind, be human and be a professional… let these be the cornerstones of your existence as a person first and photographer next. 

A big thanks to Sebastian and Ira for giving up their time for a great week’s takeover and an insightful chat into their daily work and practice.

If you’d like to see more of Photographix India click on the following links - Website - Instagram