STORIES: Red Cross

Trust

‘Photographing people takes more than nice cameras, lenses or lights. It requires building a trust with your subject... often in a short amount of time. The only way people will be themselves in front of the camera is by allowing them to feel comfortable with your being there. When they trust you, they will open up and you can show who they really are. When you begin seeing that intimacy,it is where the pictures start to come alive.’

When it comes to making real people look good in real situations, Fred has a real gift. With his disarming style, Fred establishes a sense of intimacy and trust with the people he photographs. Not to mention giving a sense of calmness and confidence to his clients.