Today, photography has long ceased to be just a way to capture an event or a beautiful frame. Photography has become a language of emotions, a tool for self-presentation, part of a personal brand and a way to preserve the most precious moments of life. This is especially noticeable in the conditions of the modern US market, where customers choose not just a photographer, but a person to whom they are ready to entrust their stories, emotions and the most important events. In an interview for GOSSIP magazine – Olena Hutsol! Olena is a photographer who creates professional photo projects in the USA, conducts lectures, master classes, individual consultations and shares her own professional experience with colleagues. We talked about her vision of modern photography, the peculiarities of working in the American market and interacting with customers, service as a key tool for success!
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Elena, what principles helped you not only to master the profession, but also to build your own name and customer trust?
If I look back, I understand one important thing: trust does not appear in one day and is not bought by beautiful photos or advertising. It is built for years, daily work, honesty and attitude towards people – this has always been my main principle. I am very demanding of myself: if I already take up the business, I want to do it as qualitatively as possible. I was constantly studying, choosing the best teachers, investing time and money in my development, because I understood that in order for people to trust you, you must first become a professional yourself. Today I see the result of this approach. People come back, recommend me to their friends and trust me with the most important moments of their lives. For me, this is the greatest professional recognition.
Photography has changed a lot in recent years under the influence of social networks and artificial intelligence. How do you see the role of a professional photographer today?
It seems to me that today the profession of a photographer has become even more valuable. Yes, AI is developing rapidly, social networks are full of beautiful pictures, and almost everyone can create a beautiful image. But there are things that no technology can replace – living emotions and real contact between people. I have a positive attitude towards AI and consider it a good tool that helps photographers save time on technical work. But it is very important not to cross the line when the photo ceases to be alive. A beautiful picture can be created with the help of technology, but not the soul and emotions. I always say that a photographer is much more than a person with a camera; he is a person who creates an atmosphere, helps to open up and make a person feel natural in front of the lens – then the best shots are born.
You are currently working in the United States. I wonder what features of working with American clients differ most from what photographers in Ukraine are used to?
After moving to the United States, I quickly realized that everything works a little differently here. And it's not even about the photograph itself, but about people, their values and attitude to life. What struck me the most was that Americans are much easier to treat themselves. For them, a photo session is not about the perfect picture or the desire to impress someone. It is important for them to preserve sincere emotions, family moments, children's smiles, hugs and a real atmosphere, they do not seek perfection and allow themselves to simply be themselves. This approach is very close to me. I love vivid, emotional shots, so I feel comfortable working with American clients; they trust the photographer, are open to experiments and enjoy the process itself, rather than worrying about every pose. Ukrainians, on the contrary, prepare carefully, think through every detail and experience how they will look in the frame - this is our special feature. At the same time, if we talk about business clients, the situation is somewhat different. Ukrainian entrepreneurs who develop business in the United States usually have very high requirements for results, but are also ready to invest in quality content. American clients often have a simpler attitude to the shooting process, while for business the main thing is a professional result that will work for the development of the brand.
For many specialists, moving to the United States means having to build a career almost from scratch. What challenges does a photographer have to overcome in a new country?
Moving to another country is always a new start. No matter how many years of experience you had before this, no one in the United States knows about you yet, so you have to build your reputation anew. But I always took it as an opportunity, not a problem. At the beginning, it is very important not to wait for customers to appear themselves, you need to get to know people, be active, show your work, and maintain social networks. I started with creative projects, collaborated with the Ukrainian community, participated in charitable initiatives - so gradually the first recommendations appeared, which turned out to be more effective than any advertising. It is important not to wait for the perfect moment or high fees – the main thing is to work, to form your reputation and it will eventually lead to regular customers.
One of your strengths customers call service. What does quality service in photography mean to you personally?
For me, the service starts long before the photo session itself. It's not just a few hours of shooting, but the whole way of the client – from the first message to receiving the finished photos. I help choose images, advise on location, preparation, answer all questions so that the person feels confident even before our meeting. During the shooting, it is important for me not just to make beautiful shots, but to create a comfortable atmosphere, I help with posing, support, communicate a lot so that the person gets pleasure from the process itself. The most pleasant thing to hear after the photo shoot is: "It was so easy and comfortable for me." For me, it means that everything is done correctly. Today, beautiful photos are difficult to surprise. Therefore, I am convinced that people choose not only the result, but also the attitude towards themselves. Service, attention to detail and sincere care for the customer become the reason why people come back again and recommend the photographer to others.
In addition to photography, you also conduct master classes and lecture. What mistakes do photographers most often make at the beginning of their journey?
Most often, people think that it is enough to buy a good camera and take a course, and customers will appear themselves. In fact, the profession of a photographer is much broader: today, a photographer is expected to do much more than just high-quality frames. It is important for clients that the specialist knows how to work with video, create content for social networks, shoot backstage, understand promotion, marketing and modern digital tools. Especially in the United States, a good photographer today is a versatile specialist who helps the client work comprehensively on his visual communication and personal brand. Therefore, a modern photographer must constantly expand his competences, because a successful specialist is not only a person with a camera, but also a content creator, videographer, communicator and a specialist who understands how the modern market works.
What inspires you to develop in the profession and what goals do you set for yourself in the coming years?
It seems to me that development is a natural state of man. The more I work, the more I realize how much more I want to learn and it inspires me to move forward. I am constantly undergoing new trainings, studying modern technologies, marketing and everything that helps me become a better specialist. Recently, I have been particularly interested in conducting master classes, lectures and professional consultations, sharing my own practical experience and communicating with colleagues. For me, this is an opportunity not to teach, but to share knowledge and inspire others by my own example. In the coming years, I want to develop my professional direction even more actively, implement new creative projects, conduct master classes, lectures. I also dream of creating my own creative space that will unite photographers for training, exchange of experience and inspiration. For me, real success is when customers trust you with the most valuable moments of their lives, and the people with whom you work and share your experience find new opportunities and inspirations for themselves. For this reason, I want to work and develop further!
