If you've had questions about the people behind all these pictures, this is the series for you! We interview some of our independent photographers from all corners of the globe as well as the people behind some of the best stock photo and illustration collections in the world.
For this edition, we talked to Carla Magrelli, director of Italian stock photo agency Siephoto. Founded in 1986, Siephoto is a European stock photography agency based in Rome, Italy. While each of the world class artists on their small roster has their own unique style, there’s a modern and sophisticated look that defines and unifies the Siephoto collection. Artistic and fashion-forward, the collection boasts a European flare, yet is varied, featuring many styles and subjects, from fashion and lifestyle to travel, scenics and still-life—with over 90% of the images produced in Italy. Carla Magrelli , the director of Siephoto, is well-known for producing still photography shoots as well as corporate videos for the fashion industry. She also teaches photography courses in Italy. Drawing on decades of experience, Carla aids commercial photographers who require professional guidance regarding casting, location scouting, make-up, styling, art direction and digital retouching.
You'll see a selection of Siephoto images featured throughout the interview below but we've also picked some our favorite images from their extensive portfolio in this new theme gallery.
Describe your collection style.
I produce stock images working with several Italian photographers, and as you can imagine, each one has a completely different style. So my collection is made up of images that span travel to beauty, still-life to corporate, industrial to illustration. I was aiming for this kind of variation because I wanted to attract different kinds of brands, companies and clientele.
What makes your collection unique? What's your specialty?
We are quite strong in the people and travel category. We always dedicate a large amount of time in preparation, during shooting and in post-production. We're lucky to live in a country that gets a lot of interest all around the world so we produce 90% of our images in Italy. But we do invest in productions abroad as well.
How many photographers contribute to your collection?
We work with several internationally recognized photographers and I'd love to name them all: Susi Belianska, Riccardo Improta, Mauro Panci, Eolo Perfido, Giulia Comito, Claudio Cassaro, Marzia Ferrone, Angelo Giampiccolo, Paolo Lafratta, Raffaella Milo, Giampaolo Demma, Riccardo Spila.
Do you produce your own shoots?
Yes we do. We have a monthly budget dedicated to our production work.
Do you ask your roster to produce images based on creative briefs specific to client needs?
All of our in-house productions start with a specific brief from the client or directly from me, but it does happen from time to time.
Describe a favorite shoot that has been successful.
We have been quite successful in all our lifestyle shoots featuring people on the seaside. We've had several shoots on the Italian islands and all over the Mediterranean.
Is your collection created specifically for the advertising market, editorial market or both?
We aim to create material for both markets. We feel that the editorial market is always getting close to advertising in terms of style and production costs.
Do you have any great stories about some of your created content that you would like to share with us?
Every assignment has its own ups and downs and many stories to tell. What is important for me is that at the end all the crew feel we created something good and everybody had fun.
How do you monitor the latest visual trends and how do they factor into your shoots?
Me and my collaborators and photographers are very "connected" people and we always surf the web and read magazines with the intent to try to understand what's coming next. Its not easy but its one of the most compelling part of the work.