I went to college to be a graphic designer, the principles of which have been invaluable to me as a photographer. The element of design is central to my work. My first job out of college was at a design studio. One day my supervisor had a rush project and knowing I enjoyed photography asked if I’d take some shots of a toaster for a newspaper ad for a bank client. I shot and printed the images of that toaster with the intensity that Edward Weston would of approached his iconic photograph “Shell” 1927.
I enjoy the photographic process; especially working in the darkroom, making beautiful, long tonal scale prints. The photograph of that toaster was the fork in the road of my career. I have the same intensity in my approach to all of my work. If it’s important to my client, it’s important to me. I love what I do.
A PIECE OF ADVERTISING WORK I WISH I HAD THOUGHT OF IS …
I think one of the most compelling events was when Felix Baumgartner did his skydive from the edge of space in 2012 and how Red Bull produced and promoted their brand with this incredible feat. While I would not say this is specifically advertising this is difficult to top.
MY FAVORITE DIGITAL TOOL/APP AT THE MOMENT ...
SBK 15, a MotoGP motorcycle racing simulator that lets me think I am Marc Marquez or Valentino Rossi for a few minutes. I love anything motorcycles.
IN A FILM ABOUT MY LIFE I’D LIKE TO BE PLAYED BY ...
Daniel Craig. The resemblance is uncanny.
MY LAST SOCIAL MEDIA UPDATE SAID ---
Introducing
jimkrantzprojects.com, my new venture, a collaboration with leading designers - from fashion to furniture.
MY DREAM COLLABORATION IS ...
I would love to collaborate with Elon Musk. He said that when he was in college he wanted to be involved with things that changed the world. You can see that in his work he is pursuing that no holds barred innovation. It would be thrilling to document any of his projects from conception to completion.
A PIECE OF CRITICISM I’VE RECEIVED WAS ...
"Be careful, you might get hurt.” However, if you follow that advice you get careful images.
A GREAT PIECE OF ADVICE I RECEIVED WAS ...
Never work at being ordinary, take chances, make mistakes and be bold. Along the way be kind and thoughtful to those around you.
