By: Press Room PR

A career in photography is undoubtedly a challenging pursuit, but it’s all about harnessing your creativity to distinguish yourself from the crowd.

Meet Isa Aydin, a Commercial & Advertising Photographer based in New York who excels in advertising product and fashion shoots. He operates photography studios in New York, New Jersey, Los Angeles, and San Francisco, making his mark in the industry.

In an exclusive interview with NY Weekly, Isa reflects on his unexpected journey into photography while serving as the Chief Information Officer (CIO) at one of the country’s largest banks. He highlights the significance of passion and resilience in achieving success.

“If you’re not enjoying what you do, it’s simply not for you. Explore your interests, embrace failure, and be prepared to transform your life. This is the essence of reaching your goals!”

Isa, tell us about your growing-up years.

I was born and raised in the most beautiful city of Baku, the capital of Azerbaijan. My late father, Aydin, was a government official, while my mother, Nara was the chief editor for the BBC Monitoring of the Caucasus region. Both of my parents did their best to give me a joyful life and a great education.

My education began at a private school where my fascination with information technologies, computers, and technology took root. Our family lived in a historical building in the heart of Baku, surrounded by the city’s stunning architecture. Remarkably, my childhood home is now listed as a UNESCO heritage site.

My academic journey took an exciting turn when I received a presidential scholarship to study Business Administration in Cyprus. After two exciting years there, I returned to Azerbaijan to pursue a degree in Computer Science. Upon graduating, I joined the largest bank in the country, quickly rising through the ranks to become the Chief Information Officer.

Can you tell me a bit about your journey to becoming a photographer? How did you transition from being a CIO at a bank to shooting advertising campaigns in New York?

In 2007, my life took a tragic turn when my father passed away. This loss cast a shadow over my world, draining my enthusiasm for work and life itself. I found myself searching for a new direction, yearning for a complete transformation.

During this difficult time, I picked up a camera and started traveling around Azerbaijan, capturing the country’s beauty. One day, I was commissioned to photograph a remote hilltop location where a factory was to be built. The sense of fulfillment I derived from this project sparked a realization within me: this could be my new path.

I didn’t have anyone in my family or circle of friends who shared my passion for photography, so I had to build my own network from scratch.

Embracing this newfound passion, I transitioned into commercial photography and left my banking career behind. Simultaneously, I developed a deep interest in cinematography, which led me to create documentaries and become advertising photographer over the next 5-7 years. In 2013, I traveled to Washington to film a documentary about the ongoing conflict in the country, interviewing over 20 U.S. government officials, congressmen, senators, and military generals.

This journey eventually led me to New York, where I continue to pursue my creative endeavors.

What challenges did you encounter, and how did you overcome them after moving to New York?

I moved to New York with my wonderful wife and our two sons, Tommy, who was 1 year old, and Aydin, who was 7 at the time. We had to start from scratch. Although I had an aunt, Sevinj Osmanqizi, in Virginia, and an uncle, Spartak, in Maryland, who helped me greatly with their recommendations and allowed me to stay at their homes while I searched for a new location, I didn’t know anyone in New York who could guide me in my career. I am very grateful to them for their support during those difficult times, but I had to figure everything out on my own in New York.

We first rented a two-bedroom apartment in Bergenfield, NJ, where I used one of the rooms as my studio. I started by shooting products, which marked the beginning of ISA AYDIN PHOTOGRAPHY. With limited funds, I used my computer skills to build my first website. Through marketing efforts, I managed to rank on Google and began receiving inquiries from potential clients. While working on my website, I caught the attention of some photography clients who asked me to create websites and handle search engine marketing for them. This eventually led to the creation of Twinlight Studios®, a company specializing in marketing services today.

Tell us about your work as a commercial photographer.

I have my own brand called Isa Aydin Photography. I make images and videos with a purpose – Commercial Photography is not simply about beautiful shots, great lighting and composition. It is about sending the actual message to consumers and getting the most important result which is – conversions! So, I solve my clients’ problem which is more sales!

I take photos and videos and my work is used on various platforms, such as prints, online, outdoors and TV. I work with different products – be it skincare, makeup, electronics, medical stuff or fashion photography.

What are the skills needed for photography? How did you acquire the skills?

Photography requires both technical and creative skills, which are developed over years of practice, countless sleepless nights, and a lot of trial and error. Beyond the basics, working with larger clients taught me that being organized and effectively communicating with the customer before the shoot is crucial. Thorough preparation is key, especially when significant amounts of money are being spent on stages, models, creative teams, and locations. Being well-organized helps prevent many potential issues from arising.

What’s a typical day like?

It all depends on what I’m working on. When I’m not shooting, I spend my day communicating with clients and collaborating with my post-production team. I also dedicate at least 2-3 hours daily to work with my developers and engineers on upgrading the website and adding new features to make it easier for clients to work with us.

What do you like about your job?

Meeting people. As a photographer, I get to interact with individuals from various industries and learn a lot about them. I also love seeing my work published in different outlets and hearing that it has helped generate more revenue for my clients.

What exactly do you specialize in?

I am an advertising photographer, focusing on capturing commercially manufactured products for advertisements. I don’t just take on any job for the sake of making money; I carefully select my clients. As a result, a significant portion of my clientele comes from the cosmetics, technology, and fashion industries, primarily based in New York, New Jersey, and California.

It took me years to understand what I truly enjoy and feel most comfortable doing. I experimented with many different types of photography before narrowing down my specialization to what I excel at. As I mentioned earlier, I enjoy product photography, fashion photography, and cosmetics photography. Allow me to elaborate on the reasons behind this focus.

Product Photography:

I genuinely enjoy product photography because it allows me to be creative with different lighting and compositions to give each product a unique look. The key is to make the images captivating enough to grab viewers’ attention and make them want to buy the product. I’ve been specializing in product photography for 14 years, and I still find new techniques and methods to improve my work every day.

Cosmetics Photography:

Makeup and skincare photography is a specialized form of product photography that I delved into about five years ago. Beauty products are generally more appealing and vivid, making them an exciting subject to work with. However, photographing cosmetics requires more than just basic photography skills. It involves creating artistic swatches and textures, which often requires some knowledge of chemistry to mix formulas properly and achieve the desired viscosity.

The cosmetics industry is highly competitive, and developing a unique style demands a lot of practice. Over the past five years, I’ve conducted more than 300 sessions, gaining extensive experience in the process. This journey has allowed me to connect with numerous art directors, models, and stylists, leading to many opportunities to create captivating advertising campaigns.

Working with models and conveying beauty in a unique way is incredibly inspiring for me. Unlike other types of photography, cosmetics photography requires precision lighting, as beauty products are often small and highly reflective. To achieve the best results, I’ve invested in top-tier lighting equipment. Additionally, understanding color harmony and mastering techniques to deliver accurate color representation is crucial. Since people often purchase cosmetics online, they need to see the true color and tone of the products before making a purchase.

Editorial Fashion Photography:

Fashion photography goes beyond just aesthetics. While capturing beauty and style is essential, it’s also about telling a story and conveying a brand’s vision through visuals. It requires a keen eye for detail, creativity, and the ability to collaborate effectively with designers, models, and creative teams to bring a concept to life.

Fashion photography is about creating a visual narrative that resonates with the audience and leaves a lasting impression. This storytelling aspect is what inspires me most about being a fashion photographer. Working with creative teams to transform ideas into striking images is incredibly fulfilling, and it’s this collaborative process that drives my passion for editorial fashion photography.

How would you describe your approach to photography?

I take a scientific approach to photography. Instead of randomly experimenting with different camera settings, lighting setups, and angles until I get the shot, I prefer to plan everything out on paper first, applying the principles of light physics. I study the physics of light almost every day, which helps me mentally construct my setups before I even start shooting. This method saves me a lot of time because I can predict whether something will work before I attempt it.

I particularly enjoy tackling complex projects that are challenging for others to accomplish. Many of my clients, especially in the cosmetics industry, come to me after they’ve tried and failed to achieve their desired results. I have built a reputation as a problem solver, and I thrive on the opportunity to deliver solutions where others have struggled.

How would you describe your vision?

Despite being a commercial photographer, which means I often follow the briefs provided by clients’ art directors, I have a personal preference for bright and vivid visuals, whether in photos or videos. I also favor sharp, all-in-focus shots that capture every detail clearly.

In addition, I love applying color harmonies in my work, with complementary color schemes being my favorite. This approach not only enhances the visual appeal of my images but also helps in creating striking and memorable compositions.

Who was your biggest influence?

My biggest influence is Geoff Lung, an Australia-based advertising photographer. About 15 years ago, I had the pleasure of working with him on a week-long project shooting the JW Marriott in Baku. At that time, I had been shooting professionally for about 7-8 years, taking on various projects to see what I enjoyed most. My plans and focus shifted frequently until I met Geoff.

He was the first high-caliber advertising photographer I worked with, and his approach and vision really inspired me. That experience made me realize that I wanted to specialize in advertising photography. Thanks to inspiration I got from Geoff, I spent the next 4-5 years shooting interior design photos for world-famous hotels like JW Marriott, Four Seasons, Hilton, and Ramada International.

Eventually, when I moved to New York, I expanded my focus to include product and fashion photography. Geoff’s influence and the time I spent working with him were pivotal in shaping my career and helping me find my true passion.

What would be your advice for those who are just starting their journey as a photographer?

My biggest advice is to find the type of photography that truly inspires you and focus on it. Don’t waste your time jumping from one mediocre job to another just to make cash. Instead, strive to be the best at one thing and build your reputation in that niche. This focused approach will help you achieve greater success and recognition in the long run.

In the end, what are your most favorite activities?

In the summer, I love riding my jet ski and enjoying a lot of boating and watersports. Year-round, some of my other favorite activities include off-roading, camping, and ocean fishing. I really enjoy being in the woods and spending quality time with my wife and two sons in nature. Additionally, I love sharing my experiences on my YouTube channel, “Wheel & Keel Travelers.” These activities provide a perfect balance to my professional life and allow me to recharge and connect with my family.

Published by: Martin De Juan