Newlex Portraits

Here are some portraits for the NEWLEX Law firm

If you need some good lawyers, check them out!

The 5 Simple Steps To Become a Pro Photographer

Want to know what it takes to become a pro.
HARD it maybe, but complicated, no. Here are 5 simple steps.

1. Declare yourself a photographer.
That’s what you ARE in life. You’re not a student, not a mobile phone seller-slash-part-time-photographer, not a part time anything. You’re a photographer. People have to know this. Spread the word and do the walk

2. Be in business. Make it real.
Get a business bank account, business license, business cards. Business. Otherwise it’s a hobby.

3. Read every book you can find at the library or online about the business of photography. Understand the rules.
If you fail at the business part, if you can’t SUSTAIN this business, you’re not a pro. You’re unemployed, or back to part-time.
And back to step 1…wanting to be a pro.
SO after you have read the books and they make sense, and they teach you how to run the books and land the work…
you can then start breaking and bending  some of the rules you read in those books.
YOU choose which are the right ones to break. You’ll be right 50% of the time, you just won’t know which 50% until after you’ve taken the leap. Action is the only thing that matters.

4. Take photographs everyday and share them, pimp them, promote them like mad.
For clients and for yourself. Get creative. Find YOUR voice through shooting more photos than you thought was possible.
Aim to be different, not better than everybody else. Be brutal in your edit.
Put forward only your best work around the the things you actually want to get paid to shoot. Break all the rules here too.
And again, you’ll be mistaken 50% of the time, but you gotta take your swings to hit anything at all. Don’t forget, the DOING is the only thing that matters here too. What you THINK is nice, but it counts for zero, ko-dalle, nada. Action wins.

5. Repeat. Repeat. Repeat..………….!!

Apple APP – The making of « iFries »

It’s not French Fries – it’s made in Belgium « ifries » !

(with the help of the 2 Antoine’s)

Recently a client asked me to help him create a new App for iphones & ipads around the world.
Very simple photos of chips, sauce, salt, forks, paper & plates…

So on a cold winter night out went my client to buy the best fries in Brussels at place called « Chez Antoine »
(Thats the 1st Antoine). This place has cues of people munching chips everyday of the year.
Anyway the client (Not another Antoine) say’s he got to my studio without eating any, which is not an easy task and I don’t believe him for one minute!

I, Antoine N°2, then used my  Nikon D3 equiped with the magnificent 105 mm /2,8 lens and a soft box to shoot them from all different angles. And after eating a few more we shot the sauces, forks, plates & paper backgrounds. Here are a few examples:


After a light session in the post-production department the client went away happy  with the pictures on a usb key & a tummy full of the best chips in Brussels.

Everything was then sent to the « developer », who thankfully was not called Antoine and he started working in Xcode (Apple’s powerful integrated development environment for creating great apps) adding movement to the « objects » as he called them. Gravity and acceleration are not that easy to recreate on a touchscreen…
Lastly the menus & some more backgrounds were created in Photoshop, then sounds added.
Please go on one of these links and check out our work. Hope you like it.

just one thing…… »where’s the vinegar?! »  I hear you cry!! yes I know…maybe there will be a British version coming soon…

10 Things Every Creative Person Should Learn off by Heart !

Here is a list of 10 things I’ve learned the hard way and that every creative person (Thats all of YOU!)–should know.

1. Experts are not the answer.
Blogs, teachers, mentors and seminars aren’t the answer. They’re not there to tell you exactly what you need to know. If they’re good, then they are there to give you some ideas, guidelines, or some rules to learn and subsequently break. This isn’t about the expert, it’s about you. In creative pursuits especially…what’s going on inside you is where the answers can be found. Hear what experts say, but don’t always listen to them.

2. Clients cannot tell you what they need.
Clients hire you because they have a problem. They need a great visual representation of something, a solution. They think they know the best way to photograph something, but they don’t really. That’s why they hire you. Take their suggestions to heart, because they definitely know their brand, product, their vision–perhaps even shoot a few versions of the images they THINK they want to see first–but then go nuts with YOUR OWN vision. Add value. Show them something they didn’t expect. Don’t be a robot  with a finger. Remember why you got hired…that YOU are the crazy photo maker. If you are good enough to get selected for the job, you should be good enough to drive through your  photographic vision for that particular client.

3. Don’t always aim for ‘better’, aim for ‘different’.
“Better” and “different” are related. If you aim for ‘better’ that usually means you’re walking in someone else’s footsteps. There will often be someone better than you, someone making those footsteps you’re following… But if you target being different–thinking in new ways, creating new things–then you are blazing your own trail. And in blazing your own trail, making your own footprints, you are far more likely to find yourself being ‘better’ without even trying. Better becomes easy because it’s really just different. You can’t stand out from the crowd by just being better. You have to be different.

4. Big challenges create the best work.
If you get assignments that are pushing your vision, your skills, then thats really cool. Good for  you, keep getting those assignments. If you’re not getting those assignments, then you need to be self-assigning that challenging work. Give yourself tough deadlines and tougher creative challenges. You do your best work where there is a challenge that is clearly present and 10 feet taller than you think you can handle.

5. Aesthetic sensibilities actually matter.
Go figure on this one… I’m constantly surprised as how much this is overlooked. Read this and believe it: You must develop a keen understanding of design, color, light, and composition. To just say “I know a picture when I like it” isn’t going to get you anywhere. You need to know –for your own sake as well as the sake of your clients who will ask you– WHY a photo is a great photo. WHY is this one better than that one. If you don’t have any visual vocabulary, opinion, or aesthetic sensibility you won’t be able to explain these things. You won’t get the job. Or if you do get the job, you won’t be able to explain why your photos are worth getting hired again by the same client for the next campaign, story, or video. Trust me on this. Develop a sense of visual taste.

6. Simple is good.
Almost every photo that is bad has too much information. Outside of technical basics, the number one reason that most photos fail is because there is no clear subject. Often this is the case with design, film, fashion, you name it. Remove clutter, remove distraction. Tell one story, and tell it well.

7. Make mistakes and learn quickly.
Simply put, you need to be able to learn from your mistakes. Avoiding failure is not the goal. The goal is recovering from mistakes quickly. That goes for every element of your photography–creative, business, vision…you name it. If you’re not willing to make mistakes, you’ll be paralyzed with inaction. That is the devil. Get out there and do stuff. If it works, do more of it. If it doesn’t work, change it. Quickly.

8. “Value” is different from “price.”
Don’t compete on price alone. That is certain death in any creative field. Focus on delivering value and price yourself accordingly. If you deliver great value with your images — better than expected, and better than your competition– and you can illustrate that through any means, then you should be more expensive. And remember that value comes in many forms.

9. If you are ontop of your game, you’ll work with people ontop of their game.
If you are good at what you do, then you work–or seek to work–with other people who are great too. If you suck, then you put yourself around sucky people to feel better about yourself. If you want to be the best, seek to be around awesome people–be it other artists, assistants, producers, clients, partners, whatever. Shoot high. Shoot for better than yourself.

10. Real artists create.
Do you just sit around and think of stuff you could create, photograph, build, ship, or design, but never output anything? Then you’re a poser. Take a new approach and make stuff. Maybe what comes out of your studio isn’t perfect, but there should always stuff leaving the door and hitting the web, the page, the billboard, the gallery, or the street. If you are for real, you’ll be pumping out work on the regular.

There you go. Now don’t just read this list, KNOW this list off by heart !

(This article has been unashamedly inspired by the words of Jarvis Chase & Steve Jobs)

G@SP sprl – The start of a new adventure

After being a hard working freelance photographer for many years I finally decided to dive in and in 2010
and created « G@SP sprl » The Antoine Soto Graphic design & Photography company !

Not only dealing with all your photographic projects and desires but also via a wide web of freelancing geniuses
being able to see all possible design projects through to the finished product.

Whether it be in the design department for corporate identities, logos & business cards, flyers, posters, leaflets & folders
or my photography department for advertising, portrait, still life or catalogue shots….
it’s all covered within the relaxed and informal atmosphere of the G@SP studios in Brussels.