Interview: Photographer Mauro Serra (Italy)

Can you tell us a little about you?

I was born in Ortona a little town in Abruzzo. After almost 10 years of studying cognitive science and getting a PhD in neuroscience, I decided to change my life and devote myself to photography. Passion that I discovered very late, just before the age of 30. In 2016 I moved to Milan where I attended the analogue and digital photography course at the Cfp Bauer school. Since 2017 I have been working as a Freelance photographer. I am co-founder together with Lucia Del Pasqua of Lovoisodo: a “non” creative agency with which we create advertising content and social (and non-social) campaigns for companies. Among our customers there are important brands such as: Crocs, La Cimbali, Mini, Collistar, Crodino, Campari, Deborah Milano, Villa Ascenti, Club Med, Garnier, Hendrix's jin, Antocostasette Milano, Viganò Milano and others. I currently teach photography at the Ferrari Fashion School in Milan.

How and when did you get into photography?

I have always had an artistic and creative nature: as a child I started with drawing, then painting and as a teenager I played the guitar. As much as I got along with all of these things, they never resulted in talent. I didn't care about photography and that's why I started taking pictures very late, after the three years of university. Since I discovered photography, however, I immediately realized that taking pictures was something I could really do well and also with ease and it was the only thing in which I grew exponentially and without effort. Once I finished my PhD I felt lost because I didn't know which way to go, but at the same time I felt gratitude for having discovered my talent, which is not trivial. So I decided I couldn't spend 90% of my time doing something I wasn't really passionate about and only dedicate 10% to it. So I decided to become a photographer for work.

What does photography mean to you?

Photography is a way to express myself it is my language

Please briefly describe your photography style for our readers.

The interest in cognitive function emerges in my photography and led me to think about the concept of reality, especially about how it is interpreted and perceived in a different way by each of us. My personal and artistic path alco led me to reflect on the low level of awareness we have about what surrounds us and our own life.

This is why my photographic research shows reality by transforming the ordinary into the extraordinary, the disgusting into glittering. What we have in front of our eyes every day, which we often ignore, becomes accessible and attractive thanks to a pop aesthetic and saturated colors. The aim is to catch the eye, charm it, seduce it, and then leave it in an uncomfortable position that instigates the observer to reflect, both on relevant social issues and on the hidden beauty of everyday objects.

Where do you get inspiration from?

Art, Movies, object, old advertisement, something I like, something i don’t like, something that does not interest me at all, everything can be source of inspireation.

Do you think in advance what you want in the picture?

When I want to do a series photographic work of course I plan it in advance, I create a moodboard, I do research I choose the color palette. But I always carry my camera because sometimes something interesting just appear in front of your eyes and a photographer should be ready to catch it.

Studio, on location or both?

Definitely both.

Would you consider yourself a hobbyist or a paid professional?

Paid professional.

What has been your most memorable session and why?

Ne next one, because there is always room to improve.

Nikon or Canon? Favorite lens?

Does not make any difference, the best camera is the one you carry.

What is one piece of advice you would like to offer a new photographer looking to start their own business?

Find something that you cafe a lot and find your style to tell it.

What do you think of our new magazine?

I didn’t know it, but I like that your are open not only to fashion but your interest is wider .