William Geddes: Keeping it Real

William Geddes developed an interest in the visual arts at an early age when he discovered a talent and passion for both photography and lighting design for school productions. Though he’s spent years perfecting the science and technicalities that underlie his profession, he knows better than most that the best photography is not created by more technology and technique, but less.

That’s the theory behind “The Designers,” a series of lifestyle portraits that’s been William’s central preoccupation of late.

The award-winning lifestyle photographer—recent honors include the Canada’s Northern Lights Award for Excellence in Travel Journalism and Photography—has completed advertising/publishing assignments for A-list clients including JC Penney, Samsung and LG Electronics. It’s his pet “Designers” project, however, that showcases his favorite approach and greatest skill: “A natural ease,” William says, “and a sense that you can enter into the lives of the people in the images.”

The portraits are not candid shots; the subjects are most certainly posed but they’re posed in their own space, in their own clothes, in their own comfortable ways. It’s a reality, according to William, that you just can’t fake with props or clever lighting … and it’s paramount “for authenticity.”

“If the subjects are too conscious of my presence, and the camera’s presence, and the lighting, that creates a block,” he says. “I want all that technique to disappear.”

When it does—when it’s just William’s lens and a person in their comfort zone—that’s when “the subject shines,” the photographer adds.

Click here to see more of “The Designers”, and other examples of William’s less-is-more style.