WORDS: MIA MEDAKOVIC
PHOTOS: ANTON WELT
ANTON WELT IS A COMMERCIAL AND PORTRAIT PHOTOGRAPHER FROM RUSSIA WITH OVER 13 YEARS OF EXPERIENCE. IN RECENT YEARS, HE REACHED A LEVEL OF COLLABORATION WITH MAJOR BRANDS AND WELL-KNOWN PERSONALITIES IN RUSSIA, INCLUDING CELEBRITIES, FOR MANY OF WHOM HE BECAME THEIR PERSONAL PHOTOGRAPHER. IN RUSSIA, HE ALSO SERVED AS A BRAND AMBASSADOR FOR SONY, GIVING LECTURES AND MASTERCLASSES.
HE MOVED TO SERBIA WITH HIS FAMILY ABOUT TWO YEARS AGO, BUT FREQUENTLY TRAVELS FOR PHOTO SHOOTS FOR CLIENTS TO ITALY, FRANCE, AND THE EMIRATES. IN BELGRADE, HE HAS FORMED A TEAM WITH WHOM HE CREATES BOTH ELEGANT PRIVATE PHOTO SESSIONS AND IMAGE CONTENT FOR BRANDS.
Why did you choose photography as the channel for communication and self-expression?
I have been passionate about creativity – design and illustrations – since my youth and I also used to be a rather shy guy. Photography turned out to be a match made in heaven — on the one hand, it helped me to fulfill the desire to create, and on the other hand, it became a comfortable way for me to communicate with people. Over the years of my work, I have met such amazing people and visited places I never would have experienced if it weren’t for my work as a photographer.
Who are your clients and what do they expect from you?
When it comes to private clients, they include well-known musicians and actors, top-level executives, and their families. Working with such individuals continually challenges me to evolve and elevate my skills. As for businesses, I’ve collaborated with major companies such as Gazprom, Yandex, Tele2, and others.
How do you handle a client who has an entirely different vision of what they want compared to what you think would look best?
It depends. Sometimes, the client genuinely has a better understanding of what they need, and for me, such projects become an opportunity to learn from someone with a different perspective. Sometimes a client approaches me with a request based on a previous experience or with no experience at all. In such cases, I try to grasp the essence of their request and propose the most relevant solution in line with my style.
But in the majority of cases, clients come to me, trusting my vision and taste.
How do you describe your photographic style?
I describe my photographic style as lifestyle portraiture. I enjoy the feeling of spontaneity combined with authenticity.
To you, is the photographer a craftsman or an artist? How do you see yourself?
Every true professional takes the best from both sides. You must master the craft to break the rules and make art.
How do you make a client feel comfortable in front of the camera?
Making clients comfortable is an art in itself. I create an atmosphere that’s less “photoshoot” and more like a rendezvous with a friend, sprinkled with laughter and a dash of playfulness. A relaxed subject is a captivating subject.
Who is your favorite photographer and why?
Two of my favorite photographers are Mario Testino and Helmut Newton. They are almost complete opposites visually — Testino’s vibrant colors and Newton’s monochrome style. I adore Testino for the energy of youth, and the relaxed candid naturalness in his work. Newton, on the other hand, captivates me with his provocativeness and charisma of his “power women”. And I like both artists for conveying sexuality as an expression of inner freedom.
What do you think is the trend in world photography?
The demand for authenticity over the last 10 years is only getting stronger. People are tired of perfect photos in ads and trust more a content that feels real and personal. Plus, with the rise of neural networks, creating picture-perfect images has become a matter of minutes. That’s why I believe the future in photography belongs more to those creators who can offer something deeper than just technical perfection — those who can capture the essence of the moment, convey their unique perspective on the world, and emphasize “their” beauty and aesthetics.
Your address is in Belgrade at the moment. You are a Russian photographer with world experience. So, how do you feel to be here and how do you compare the Belgrade photography scene with the world scene?
Except for fashion photography, which is at a decent level in the city, the development of other commercial genres is rather modest. In my opinion, this is mainly because a good production requires a team effort, and a team effort demands budgets. In the absence of sufficient budgets, many photographers end up working solo, taking on multiple roles – producer, stylist, camera person, retoucher, and so on.
The topic of December issue is „100 paths, 1 aim“. Do you resonate with this statement and what can you tell us about your last aim with 100 attempts?
Indeed, my journey is a living illustration of this statement. I started over 10 years ago as an unknown photographer with modest ambitions, and over time, I’ve progressed to working with top clients and companies in my country, all because I had a clear goal in mind. My next goal? The world.
