I’m a sucker for the concept, the idea.
The client has a visual ‘question’ and I will try to answer it in a creative and communicative way.
That’s the basis.
Within the confines of time, intention and resources I ingest as much freedom, adventure and playfulness as possible.
That’s what excites me.
Both as a photographer and director I have always submitted myself to the concept. My interpretation of the idea should reinforce it, as should the techniques that I use.
Yani has been active as a director and photographer within advertising for over 2 decades.