In this episode we are going to focus on one of the young Bulgarian advertising photographers - Vihar Laskov, also known as Vihro. He stands out for his professionalism, absolute dedication and the ability to solve visual problems, adding to the value of every idea. He recently celebrated his 33rd birthday. The number 33 symbolises “guidance” and reflects the theory that nothing is impossible. It is precisely these symbols that define 33 as part of the "angelic numbers". In this episode, we decided to present his point of view regarding the advertising and portrait photography.
This is how Vihro sees the stories through his point of view…
Some of the things I value most in life are the access to places, people and situations that otherwise I would not be able to get. In reality, what is the difference between commercial photography and portraits? There can be many differences, but one of the main ones is that in the care of commercial photos we are working on a task to present an idea, product or service in the most enticing way for a certain audience. In the other case, we present and highlight a person's personality, as we see them ourselves. Portrait photography gives us a unique opportunity to capture emotions that the models themselves did not suspect they were experiencing. It is often the case that such photoshoots are made by innovators in the fashion field, which makes filming and photography even more intriguing. How the model feels during the photo session is incredibly important for the end result. 
A number of portrait photographers say that in this genre, our social skills are often more important than our technical shooting skills. It seems that the best among us can easily communicate with different personalities. By making models feel comfortable and at ease, we have the opportunity to show their hidden sides and identity. Photographers have the ability to put models at ease and make them feel more comfortable and confident than ever, just like professional models. The end results confirm this. Best of all is that the confidence gained during the photoshoot remains with the model going forward. Portrait photography is focused on the person and their emotions. 
The more we manage to make the model feel at ease, the more favourable the experience and the end results are. For instance, in the field of advertising, we usually work on a particular assignment. It is often given to us by a client who engages our services in order to present their product in the most interesting, attractive and superb way possible. We work on a task with a concrete deadline and budget. Since it's usually a whole team of people who work on the project and dedicate their time and resources, it's valuable to be as productive as possible. The purpose of our work is to capture the best performance conditions, however, often we are faced with situations over which we have no control (e.g. weather conditions). One of the main differences between portrait and advertisement photography is that the latter cannot be postponed for a different day. In such cases, it is extremely important and valuable to have talented, idea-oriented and process-oriented colleagues. 
Professional models are among the most important assets in any team. Unfortunately, many of us often underestimate how important the person in front of the lens is. In advertisement photography it is very important to follow the given assignment closely and to work as a team with other professionals in the field in order to create an end product that fulfils the set goals.
Due to my experience in advertising photography, and perhaps in photography in general, I have noticed that most often we have to find solutions to problems that have nothing to do with photography. In other words, the better and more experienced the team of people we work with is, the easier we find solutions to the various problems we face, and the more beautiful and effective results we produce. In both genres, the main idea is to produce a result that evokes a particular emotion in the viewer. 
This depends whether we are working on a product for advertisement or simply following our imagination. One very big advantage is that images are the most natural way for our brain to process information and we all accept them without a second thought. Nowadays, thanks to the development of technology, we are surrounded by all types of visual images. However, there are some that manage to hold our attention more than others. It is as if the noise of the thousands of pictures clamouring for attention subsides to give way to the one that touches us in a unique way. For each of us, the photo is different. This is perhaps the reason why the following quote is among my favourites - “We see only what we know” - Goethe.
We often ask ourselves, what inspires artists, how do they manage to see the world so differently? Some of the obvious answers could be the art of other authors, movies, etc. In time I have noticed that apart from the above mentioned, a huge role is played by our awareness. It allows us to explore and study everything that surrounds us. The objects, places and models we choose to photograph greatly influence our vision and the works we create. They also have a huge effect on our long-term development. In many cases, models can be a unique muse, and constant practice helps our vision to mature and evolve, and our skills to reach new heights.
“One must still have chaos in oneself to be able to give birth to a dancing star.”
– Nietzsche
Author: Vihar Laskov @vihro
Models from Alia Models: Julia, Florance, Emanuela, Yoan, Teya and Eli @aliamodelsagency
Photos: Vihar Viharov Laskov @vihro
.jpg)
