Q&A with Chris Amat, Photographer
PHOTO CREDIT: KAITLIN MOERMAN
I met Chris Amat back in 2016 when I was looking for photographers to work with on a lifestyle photoshoot for a condominium development. I was immediately impressed with his initiative. He worked with us and the modelling agency to coordinate the talent, was able to take direction while enhancing the images delivered by capturing creative moments and areas within the neighbourhood that I had not initially considered. Through that project we developed a friendship and have worked on numerous projects since. We even work out of the same space together. Chris is my go-to photographer for lifestyle shoots and anything else he has time for when he’s not off travelling or working on client projects.
Tell me about your background? What got you into photography?
I went to school for design and worked in the advertising field for about 10 years. I picked up a camera as a creative outlet and to extend my skill set and from there it just snowballed.
Where did you go to school? What did you learn there?
I went to SAIT and took the new media and production design course. Although I didn’t finish the program it set me on the right course to do what I am doing today. It taught me to follow my natural drive and to always be learning.
You have an agency background. Do you think that has given you an advantage as a photographer?
Yes, it is one of the reasons I think I am able to do this full time. With an agency you get to see all the ins and outs of the industry and learn from multiple people in all roles. So you take that knowledge and apply it to your own business.
What made you jump into the freelance world?
I got tired of the politics of agency life and the more time I spent as a designer the more I realized I didn't love it. It was photography I loved. It was also a lifestyle fit, I work best when I have more choice and freedom, and know if I didn’t take that jump I wouldn’t have been happy long-term.
Who are your typical clients? Tell me about your process? How long does a typical project last?
I have a range of clients, but as of the last two years it has been mostly tourism and hospitality. Scale of production has gotten bigger as I grow as a photographer. Sometimes it can be a quick in and out job, but other times from preproduction to final role out of creative it can be over a year. It really all depends on scale.
How do people find and hire you? How do you know if they are a good fit?
I think that is still a question I am trying to figure out. I ask all my clients how they have heard of me, most of it is traditional word of mouth, having an online profile and being active on social media has contributed to landing new clients. I think the ideal fit is a client that embraces a collaborative process, understands and appreciates the value of creative. Most of all I appreciate when someone is approachable, that they are human, honest and flexible. Working with agencies is really cool, we execute a vision that has been decided upon but then we also just get to play for a bit. Sometimes we create something on the fly, and those types of flexible human interactions make for the best projects.
How do you market yourself as a photographer?
The main marketing I do is simply being top of mind. Using social media and being part of the community are a few key things I do to "market" myself. I don't have a publicist or PR agency, I don't pay for ad space...it wouldn't hurt though.
Do you have advice to anyone trying to get into the industry?
It’s cliché but do what you want, don’t follow others and passion shines through. Learn how to run your business, 90% of my job is not on set. It is taking meeting, taking calls, making sure my bookkeeping is up to date. All those things will be the tipping point of success.
How big to you plan on growing your business?
As big as I can, while still maintaining the role and the vision that I have and allowing myself to enjoy the downtime.
What is your favourite style of photography? What do you prefer to shoot?
It changes, style and what I prefer evolves on the daily. Right now I am really into lifestyle. But I love exploring and learning new things. I don’t like being comfortable and feel I will never become stale that way.
You are considered an “influencer,” can you tell me about how that all came about?
I don’t think I am an influencer; I think those are celebrities and brands that make an impact on society, good or bad. I think I grew my presence so quickly because it was the right time and place on Instagram. I got onto Instagram before it blew up and I was able to ride the wave of early adopters on that platform and it got me a large international following.
Can you tell us the difference between an art director, photographer, stylist and makeup artist? And how a team like this works together on a photoshoot?
I don't really want to explain the exact roles of everyone but having each of those titles means you are an expert (sometimes) in that field, they are there for a purpose. Collaborating and letting them do what they do best always results in a better product. It took me a while to let go of that control of owning each role but now I love to have each of these specific roles on set to execute a collaborative vision.
What kind of clients are your favourite to work with?
I don’t really have a favourite client; each one brings its own unique problems and challenges it is up to you as the creative to create your vision within the framework provided. Anything could be cool, it’s a mindset.
Do you feel like you’ve had an “I’ve made it moment?”
I don’t think I will ever have a moment like this, but I’ve had many nice moments that I reflect on, certain freedoms and privileges that I appreciate and am grateful for. Being able to jump on a plane and go somewhere on a whim is humbling, freeing and a feeling I love. To sit down and reflect on how cool this all is, this career, even if it all goes away is something I won't ever regret.
Most memorable project you’ve worked on?
They are all memorable in their own way, certain memories from each photoshoot you take with you.
What qualities do you value most in your staff/clients/vendors/partners?
Honesty, and a no fear mentality. People with vision, this is vague, but it is great to work with people who have drive and know what they want with their careers. I think the ability to laugh on set is super important... basically just be human.
What are the top books have you read lately?
For books, I have an obsession with coffee table books. I use books as my Pintrest and daily dose of inspiration. They are an important part of my life, I love buying them and flipping through the pages. It’s beyond the internet, very little of the content in these books is online.
Some of the most recent books that have inspired me are:
Kate by Mario Sorrenti
The Touch: Spaces Designed for the Senses
Grace: 30 Years of Fashion at Vogue
What do you do for fun?
I don’t have traditional hobbies, my job is my hobby, I love it. Of course, with it comes travel. At the end of the day my job is what I do for fun which is kind of one of the "ah ha moments – I’ve made it.”
What does the future hold for Chris Amat?
That’s a good question. Ultimately I love what I do…hopefully I can continue to do this for as long as I can. I mean maybe I’ll get a dog, or a country home in Europe would be nice.
Visit https://www.chrisamat.com/ or https://www.instagram.com/christopheramat/
to learn more.