Gary John Norman

Gary’s creative process explores diversity and curiosity blending image concept, beautiful lighting and excellent people direction reflecting in his natural, un-staged imagery.

A shot of a single object that expresses a powerful memory/event?

For me this image I created is all about production value and working with a skilled crew to create my vision. Without a strong team around me so many things could’ve gone wrong. I’ll remember creating this image for a long time.

Three books that have inspired you?

You’ll probably notice from my imagery that I have a passion for the sea and The Old Man and the Sea by Ernest Hemingway is a book that makes me dream about being alone at sea.

I’ve always been a dreamer, The Power of Now by Eckhart Tolle and taking part in some workshops has allowed me to focus on being present.

The Tibetan Book of Living and Dying by Sogyal Rinpoche – I read this book during a time of crisis and it made be realise that we are borrowing our time on this planet, make the most of it!

 Favourite photo you have taken?

Although this image was created a few years ago, I have great memories leaning over the side of the yacht capturing this moment. The image was used for large brand hotel and I was delighted to see it displayed covering the front facade of the building.

We’re interested in your predictions for visual trends in 2017

Can you suggest 3 visual trends for 2017?

An immersive experience with imagery is going to be big for audiences. The requirement to capture the scene where the viewer feels part of the image and not just a viewer. Technology depicted in the image and what is used to create the image for example 360 content will be important for a greater viewer experience. With the current political situation the requirement to show the cultural diversity of our lifestyles will be a big player in 2017 and beyond.

Why do you think clients are looking for this type of content?

Reaching out to the voice of the consumer, today they have a greater choice in the purchasing decisions that they make.

Looking at one of the trends you suggested more closely, why do you think this will be popular?

Viewing audiences are visually aware today and have a greater demand to be visually entertained.

How will you incorporate this into your stock productions and why will it help?

As an image maker it’s always about evolving that gets me out of bed in the morning. A passion to create and seeing that work being used to promote a customer’s product or brand is always a delight. In production I always look at the diversity of the talent we use, often finding them in the supermarket! Technology is a hard one to capture, I try to avoid showing devices in the imagery. I want the pictures to have longevity, my vision is to create imagery that demonstrates the lifestyle of that technology, “what it can do for me’.

What search terms and concepts do you think will trend in 2017?

Authenticity is going to be a huge player in the visual and the term that is used for search.


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