About us
The vision behind the camera
About Fernando
My relationship with photography started many years ago, first through landscape. That's where I learned to look — at light, distance, weather, the patience of waiting for the right moment. It was a long path, with progress, doubts and steps back — none of it happened overnight.
Light was first landscape; later, it became direction.
Around 2019 my interest in editing and digital retouching grew stronger, and that's when I understood that an image is also built, not just captured. During the pandemic I went a step further: I took on something I'd been putting off and that intimidated me, artificial lighting. Guided by a great mentor, I started to understand its fundamentals, and that changed how I think about a photograph — from finding a scene to being able to design one.
That learning found its first laboratory in self-portraiture. There, using my own body and my own face, I trained the direction, presence and command of light and shadow that I now bring to every person I photograph.
I'm also drawn to product photography because it connects me to the advertising and commercial side of an image: precision, form, surface and intention. My work lives at that crossing between the professional and the editorial — between the corporate portrait and campaign imagery. An image can work for LinkedIn, press or brand communication, but it always needs direction: it has to say something before anyone reads your name.
Self-portraiture was my first laboratory for direction.
All of that path leads to portraiture today. When I photograph someone, I'm not starting from zero. In every session I stay close to the process — you don't need to know how to pose or arrive with a fully formed idea. We talk, understand what you want to project, and build from there: presence, calm, closeness, confidence and character.
There's also a reason behind the brand's emblem. I chose Apollo not as an ideal of beauty or a model to resemble, but as a symbol of that same search: light, art, harmony and presence. I'm drawn to that tension between what's revealed and what stays in shadow — in a portrait, as in light, not everything appears at once. This isn't about inventing a character. It's about finding a clearer, more intense, more memorable version of whoever is in front of the camera.
Method
How I work
01
Conversation
Before shooting, we understand your goal: what the portrait is for, what message it should convey and where it will be used.
02
Session
Pose direction, controlled light and rhythm. A setting where you feel at ease even if you're not a professional model.
03
Delivery
Careful selection and retouching. You receive your images ready for press, LinkedIn, corporate websites or campaigns.
Next step
Let's build your image.
When you reach out, we start with a personal conversation to understand what you need before defining the format.
Book a session