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Interview to Álvaro Sancha

Promoting art and culture

Interview to Álvaro Sancha

PHOTOGRAPHY

Álvaro Sancha is someone who thinks every day can be an adventure. He considers that the greatest value of photographs are the memories they hold and should be a reflection of yourself, of your life philosophy and your style in order for it to acquire a unique identity. As a lover of multiculturalism, he really values naturalness, authenticity and spontaneity in people, and always strives to create a comfortable environment as a stage for his photographs, through which he does more than tell a story. Álvaro extracts people’s stories and reflects them in his pictures. From his photographer and mentor sides, he finds his leitmotif in living in the present, fulfilling his dreams and traveling. Want to accompany Sancha on this trip through his professional career? Let the adventure begin!

Álvaro Sancha, wedding photographer in Valladolid

1- You say that photographs should be a reflection of yourself, your philosophy and your lifestyle, and that the best way to tell a story through your camera is being yourself. How would you define yourself?

I consider myself someone with personality who always wants to know the present in all its fields, knowing the latest trends, being aware of what’s going on, the world of innovation, technology, advances, what’s happening to our planet, etc. Basically, being ON at all times.

I also consider myself someone with certain values and principles that I try to apply in my career, like taking care of every last detail and all the social work that it can do.

I say that photographs should be a reflection of yourself, your philosophy and your style. I truly believe that one photographs as they feel and as they live. Our way of thinking often influences our work, either by showing our tastes and style or wanting to highlight something specific to the viewer.

I value naturalness and spontaneity in people, as well as their authenticity and the good vibes that flow when there’s an environment of trust. I always try to give my photographs their own identity, I want them to be coherent as well as a reflection of my passion for adventure and travel.

Photo by Álvaro Sancha

“Photographs should be a reflection of yourself, your philosophy and your style”, Álvaro Sancha

2- You say you feel lucky for being able to work on what you’re passionate about and makes you happy. Was in an early vocation?

I took up photography at the age of 18, but started professionally when I was 23. I studied image in Valladolid and was accompanied by photographers in Madrid and Barcelona, and started learning on my own as well. Working as a photographer in El Norte de Castilla also helped me a lot, as well as constantly being surrounded by people who had more career experience than myself, who I greatly admire because of everything I’ve learned from them. Synergies and companionship are something I greatly value. The environment is also constantly changing because generations are coming in strong. I think that’s something positive, because it helps you stay updated and keep adapting to new trends.

Photo by Álvaro Sancha

“Synergies and companionship are something I greatly value”, Álvaro Sancha

3- How did your career as a photographer begin?

After studying photography in different centers, I worked for all kinds of photographers and companies for two years in Castile and León and Madrid. This helped me get comfortable in business environments related to photography, get to know the sector better and learn what I liked and what I didn’t, which helped me set up my own style.

4- When did you decide to create your own brand?

In 2011 I had a clear personal branding strategy, which I started to carry out in 2012. It was all a matter of development time and profiling all its components. It started slowly evolving and defining itself more and more under its own identity, until it became an extension of myself that perfectly reflects my life philosophy.

Photo by Álvaro Sancha

“I always try to give my photographs their own identity, I want them to be coherent as well as a reflection of my passion for adventure and travel”, Álvaro Sancha

5- What stories do you tell through your camera?

I began taking pictures of news, dramas and delicate situations. But I changed that for photographs of happiness, like wedding pictures, which is one of the most important days in a couple’s lives, as well as pregnancy photography sessions and couple sessions. These are all pictures of very intimate moments of a couple’s love life. It’s really beautiful, isn’t it?

Photo by Álvaro Sancha

”I began taking pictures of news, dramas and delicate situations. But I changed that for photographs of happiness”, Álvaro Sancha

6- Why did you choose to specialize in wedding photography?

At first, I despised weddings. But little did I know I would end up loving them more that I would’ve ever imagined. I think sometimes it’s necessary to see jobs you don’t like and think about how you can do it differently. At first, I didn’t really identify with all the wedding photography I saw around me. It seemed too commercial and artificial. But everything changed when I discovered the style of wedding photographers from Australia and Mexico. I felt much more identified with it, and it became my new source of inspiration. Those pictures had feeling and personality. I began to enjoy the concept of taking photographs of happiness more and more until I decided to officially work doing that. I had found a perfect setting and now it was my task to determine how I was going to take the pictures so that the viewer felt a certain way when looking at them.

Photo by Álvaro Sancha

“I really value the human aspect of my job. It’s not about taking a picture of an object, but of a person with a soul and an entire story behind them.”, Álvaro Sancha

7- Do you also do fashion photography for different clothing firms?

Yes, I do. I work with clothing firms in Madrid, especially. They saw my wedding and fashion photography with that lifestyle touch that they wanted their brands to have as their image. Fashion changes a lot nowadays. We live in a society that is constantly changing at an uncontrolled pace and we are saturated by everything, and many brands are inspired by other sectors where there is greater naturalness to empathize with the client.

Apart from working with some fashion firms and small fashion startups, I’m also part of several fashion and entrepreneurship organizations, where we encourage creating innovative companies through different events such as Fashion Weekend Lab, part of the Unstopp group. In this event I participate as a mentor and, for three whole days, we try to turn ideas into startups.

Photo by Álvaro Sancha

“I work with clothing firms in Madrid, especially. They saw my wedding and fashion photography that lifestyle touch that they wanted their brands to have as their image.”, Álvaro Sancha

9- What do you like the most about being a traveling photographer?

I think it offers something that many other jobs can’t, like getting to know new places or new people. It’s something that I truly like and I feel goes well with my character. I hate routines and really like to think that each day can be a totally new adventure.

Photo by Álvaro Sancha

“I hate routines and really like to think that each day can be a totally new adventure.”, Álvaro Sancha

9- What do you like the most about the photographs you take?

I really value the human aspect of my job. It’s not about taking a picture of an object, but of a person with a soul and an entire story behind them. That really inspires me. It’s not about telling a story through our photographs, but about how many of these stories come from the people whose photographs we take. And I think externalizing that through an image, having previously worked on empathy and trust, is what’s truly interesting.

Photo by Álvaro Sancha

“It’s not about telling a story through our photographs, but about how many of these stories come from the people whose photographs we take.”, Álvaro Sancha

10- What do you consider the most beautiful thing you contribute to the lives of the people you work with?

Memories. I now believe, more than ever, that the value of my work is to be able to leave the best memory, which becomes more and more valuable as the years go by. The value of our grandparents’ photographs, from when our parents showed us who their grandparents, uncles our cousins were through their somewhat deteriorated photographs. That’s the value it has. Photography is becoming increasingly important in a society with a hectic pace of life that often doesn’t let us stop for a moment to appreciate what we’ve experienced.

Photo by Álvaro Sancha

“I now believe, more than ever, that the value of my work is to be able to leave the best memory, which becomes more and more valuable as the years go by.”, Álvaro Sancha

11- What are the most exciting photography experiences you’ve had and why?

The most exciting ones probably go hand in hand with some of my trips. Really endearing people that I met on the other side of the world, with a great story behind them, that only I recognize when I see a photograph of that moment and that person.

On the other hand, as a wedding photographer in Spain I also experience wonderful moments. I’ve been in weddings with an unfortunate dramatic story, and I’ve managed to capture unique moments between a father and his daughter, for example. I don’t know, I think the most impressive thing that I’ve lived comes from that cultural diversity that I discovered through my travels, which allowed me to broaden my horizons and get to know different ways of understanding life.

Photo by Álvaro Sancha

“I think the most impressive thing that I’ve lived comes from that cultural diversity that I discovered through my travels”, Álvaro Sancha

12- Are you involved in any other extra projects related to training or entrepreneurship support?

I am! On the one hand, I’m in organizations where we work with a vision of continuous entrepreneurship, especially in Madrid and Barcelona, ​​mentoring work groups in brand development, firms and services related to fashion, in hackathons and other events like Fashion Weekend Lab.

On the other hand, in 2018 I developed two ethical training plans for photographers. This training consists of two very different yet complementary phases. The first phase is a “One to One” training system, where after meeting with the photographer via Skype, I get to know all their weaknesses and skills to establish a mentoring plan through which I can provide my work vision. This training is accompanied by a theoretical and a practical part in which we organize a couple session to see how I work, help improve their technique and satisfy their curiosities.

Photo by Álvaro Sancha

“In 2018 I developed two ethical training plans for photographers.”, Álvaro Sancha

The second phase of this training plan is learning about SEO positioning for photographers. It’s the perfect plan to complement the “One to One” mentoring. This training consists in understanding tools that are easily available to anyone but don’t use, ignoring their importance to help us reach our target audience through our website and blog. Basic concepts, configuration, actions, changing habits, etc. If you’re interested in these workshops, you can find more information in the training section of my website.

13- You’ve won an award at the Wedding Awards 2018 of boda.net for being one of the most recommended and best valued companies by boda.net couples. What does this recognition mean to you?

It means a lot that one of the most important wedding directories in Spain such as bodas.net considers I deserve such an award, which represents the satisfaction of the couples I’ve photographed, and which is one of the most important things for me on a personal and professional level.

Photo by Álvaro Sancha

“The award I got at the Wedding Awards 2018 by bodas.net represents the satisfaction of the couples I’ve photographed, which is one of the most important things for me on a personal and professional level.”, Álvaro Sancha

15- Are there any other dreams you still wish to fulfill as a photographer?

There are plenty! What’s great about photography is that you can always experiment with new things. That’s what I look for and want, to dream, fulfill my dreams and dream again… Never stop traveling, live the present and get carried away by the opportunities that pop up.

Photo by Álvaro Sancha

“What’s great about photography is that you can always experiment with new things”, Álvaro Sancha

15- What are you next destinations?

Wedding season begins next week, the first stop being a wedding in Valladolid, and then I’m off to work in Manhattan (New York). Once I’m back, I’ll continue the season through many different destinations such as Catalonia, France, Madrid, Asturias, Ibiza, Bilbao and Toledo, where really wonderful couples will be waiting for me.

Photo by Álvaro Sancha

“That’s what I look for and want, to dream, fulfill my dreams and dream again…”, Álvaro Sancha

17- What social media can we find you on and what’s your webpage?

I upload daily content on places like Instagram (@alvarosancha) and Facebook (@alvarosancha). It’s a great way of catching someone’s eye, who eventually end up checking out my website alvarosancha.com

Thanks for giving us the chance to get to know you, Álvaro. I wish you the best in your professional and personal projects. As for our readers, here are some of the best photographs by Álvaro Sancha from 2017 in video format.

ᴛʜᴇ ʙɪᴏᴍʙᴏ • ᴀʀᴛ ʙʟᴏɢ 
𝓑𝔂 
@sarasanzaldea

Post translated by Andrea Barrocal Velasco

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