Fine art photographer Tony Kelly

I first met Tony Kelly at a pool party in Yacht Club of Monaco. He has just unveiled two artistic depictions of sun kisses for which he shot Oceankois one of the largest superyacht shipyards in the world. And I was there simply because… I’m very good at partying.

But, since I was lucky enough to meet Kelly – both at parties and on yachts in Monaco, and later when he was at home in Miami. And I’m always interested to know what motivates super-talented people. You’re in for a treat. As you’ll see in this freewheeling interview, I’ve learned that he creates more than just an image. In fact, the images provide a glimpse of a world filled with bright light, stark beauty, edgy elegance and, most importantly, a world that provides an extravagant escape from the tyranny of the ordinary.

And by the way, he is just about to open his own gallery in St. Moritz.

But he started out like war photographer. It’s better if I let him explain.

Tony Kelly

My formative years as a photographer were spent traveling the world covering news for the press. I spent time in Africa and Central Asia and covered various conflicts and world events, including the war in Afghanistan. I remember an underlying desire to control and structure the images I shot: that is, to create my own scenes, like a filmmaker. I was always looking for that Hollywood cinematic moment. I eventually left my job at the newspaper and set out on the rocky path to become a fashion photographer. People thought I was crazy for quitting what was at the time a very good job. But I was very sure of what I wanted to do. I was clear about my vision and goals and was 100 percent committed and motivated to make the next step in my career a reality.

I worked for free for two years interning with a famous fashion photographer who respected the world I came from and gave me some stellar advice. “You don’t have to do what all the other fashion guys are doing, with generic lighting and cookie-cutter sets,” he said. “You have truly unique experience covering news and conflicts around the world. Use your experience to create dynamic scenes and use fashion models and actors to create unique looks that suit you, develop your own signature style that only you can do.”

Sounds cool, right? Well, I knocked on all the doors of fashion magazines. But they didn’t actually open. Some of them did just that. But what I did was pretty strong. And in these fashion magazines there is always a lot of fear. I’m afraid of angering advertisers. And because I’ve always been an outsider and always done things my way, I’ve never been a leader in the fashion world. It was Mario Testino, Bruce Weber and other guys.

But then the fashion world changed. The Internet has shifted the balance of creative power from magazines to advertisers. And fashion houses became less dependent on magazines and photographers because they started creating their own content, while magazines had to play it safe and just target celebrities.”

Bill Springer

What’s wrong with celebrities?

TK

I always wanted to be free.

I’m not interested in photographing celebrities because the picture is completely controlled by publicists. It’s always about celebrities. This is not my photo. So I said to myself, “Fuck this.” It’s time to create your own publishing house. My own gallery. A whole world of my own where I can create the images I want. I want to be free.”

BS

Why is freedom so important?

TK

“Because I’ve always been an outsider. And I always had a clear idea of ​​what I wanted to do. But freedom has a price. You have to pay for it. Literally. I invest hundreds of thousands of dollars into my work – hiring models, booking locations, etc. – so I can create whatever I want. It’s a little scary, but worth it. My “world” is built on freedom, fantasy and inspiration that I draw from the glamor and elegance of golden era Hollywood.

It’s very inspiring when you have a vision and you’ve paid dollars to book locations and models and all that stuff. I shoot for myself for my fine art collection, which is sold in my gallery. I have complete freedom in my intoxication and have created my own visual language. It’s exciting. And there is pressure, tension, and all this shows in my works of art and my commissions. This is roughly what I mean when I talk about creating an entire “world.”

Now I have to be honest. My shoots are expensive. When I think about a concept or an image, I spare no expense. When I produce a fine art series, I fully finance all of those productions and approach them from a production standpoint the same way I would an international commercial campaign for a client. When clients hire me, they get all the campaign design, all the conceptualization, and all the development. I’m happy to say that all my clients trust me enough to say… “Go for it. Do what you want.”

BS

Is there a photograph or specific set of images that illustrates the particular type of freedom you are talking about?

TK

Filming Oceanco! It happened quickly. When I take a commission, the energy has to be right. The relationship with the client is critical. How many meetings and conversations did we have before filming? When everything is at the right moment and the energy is aligned, the meetings are very short. I live for it. When you have good partnerships with people, especially when you combine art and commerce, meetings can last four minutes. I’ve been photographing clients for over ten years and we often only talk for 20 seconds because we’re on the same page. There is no need to discuss the situation using mood boards. True joy for me is when I say what I want to do. And they say: “Take action.”

This shoot was a real joy because a week later I was flying to Sardinia. From the moment I arrived, everything went like clockwork because everyone put one hundred percent into the project. Everyone was on the same page. And when that energy is combined with the experience and professionalism of the 334ft superyacht and her amazing crew of 35 who were as dedicated to the project as I was, magic can happen.

BS

Have you ever done a shoot like this before?

TK

I photographed yachts, planes, cars, etc. But on this scale? No way. This was on another level. And let me tell you, it was a real pleasure to receive the keys to a 334ft superyacht! I’m used to commanding my team. But “commanding” the superyacht and the complete cooperation of the entire crew was on a completely different level.

Because I shoot in very specific lighting, which means I don’t need shadows. The shadows are gloomy and sad. I want pure sunshine. So everyone had to be on the same page. And you move the yacht 334 in increments of 6, 7, 15 degrees. It was great to have that kind of power, you know?

We shot six complex concept images in one day. We usually did two or three, maybe four, but because the energy was right, we did six. The team was phenomenal – it was like I had my own team plus about 40 assistants.

Later, when I flew back to Los Angeles for another shoot, I realized how unpleasant it was. The opportunity to create these epic images of this magnificent yacht with soaring helicopters, professional crews and gorgeous models conspiring with me to do this shoot cannot be compared. It’s hard to beat and I think these images capture that magic.

BS

What about the concept? Do you start by imagining a specific image or “story”?

TK

The concept tells a story. Each image is a different cinematic moment in a movie or in your fantasy life. It is something that people can relate to and strive for, even if it annoys them or causes a reaction.

It all started with a woman. In my opinion. In my “world”. She’s a rebel. She’s not interested in running around the pool on a boat. She’s interested in perfecting her backflip, you know? And not just a backflip. She perfects a backflip from the bow of her superyacht under the watchful eye of her crew. And she doesn’t even care whether they are there or not, but they have to. They have to look after her, you know?

This is a Bond moment and she is the hero. She’s more than a Bond Girl. She looks more like a Bond woman. And the campaign was inspired by diving. I am very interested in diving as an Olympic sport. I attended the US Open Diving Championships here in Fort Lauderdale earlier this year.

Then Maria Smirnova caught my attention. She is one of the best divers in the world. And she just had this extra X-factor. I love pure talent and she has it. So, when this commission became a reality, she immediately became my favorite. We contacted her very quickly and everything came together very quickly. As you can see, she is special. And now that the video has over 15 million views on my Instagram alone, I think the image speaks for itself.

BS

It may sound cliché, but as a writer I feel it is my responsibility to share the love. What do you think? What is your goal in your work?

TK

My goal is to evoke a smile, a visceral reaction. It’s like listening to your favorite song in a bar – you have no choice; you are already stomping your foot and enjoying it. This is what I strive to convey with my photographs.

Yes, I think when people smile it is a form of love. I loved watching people when we presented the first two parts. They smiled, laughed, just had fun. That’s the whole point – moving people to another place.

It’s about giving people the opportunity to escape and transport them somewhere else. Winter may be approaching, but for me there is no winter, although I spend 2-3 months in St. Moritz, where a gallery is opening this season. But in my world there is always eternal summer. I hope my photos give people a little feeling, a little yearning and a little joy of summer.

BS

Now the last question. What does success mean to you?

TK

I’ve always said that I want my commercial images and fine art images to be exactly the same, you know? This has always been the goal. And you will reach this point only if you stand firm and never compromise. And I get to the point where people call me and say: “We need more than just an image. We need you.”

I always wanted there to be no difference between my fine art and commercial work. I am grateful that there are clients who understand this, appreciate it and want it.

I think this is what makes my little “World” so special.

BS

I couldn’t agree more.