Creative photography is not defined by its rules...


But by not thinking of the rules, you will become much more creative...

In fact, creativity in general is not defined by any rules whatsoever. Being creative means finding new solutions and not repeating what has been done before.  

Many photographers buy into the lie of having to know the rules in order to break them. This is not at all true. Let me explain...

Many years ago I got involved in a video production company, to produce what were to become the very first video portfolios for both models and photographers. 

It was in Milan, decades before the Internet, smart phones and when video still meant watching a film on a rather large plastic cassette with a magnetic band inside of it. 

The thing was that I knew absolutely nothing about video, video cameras, editing suites (that in those days filled up a large room with machinery) and I knew even less about the rules of shooting video and editing. 

To cut a long story short, after just a few months of enjoying myself, experimenting and having fun with this new way of playing with images, I found myself editing my videos at night time with an audience of 5 or 6 professional video editors from different Italian television stations, to "learn" how to edit my way.

I thought it was hilarious, but I didn't mind the company, and these very serious guys kept on asking me how I was thinking while editing to give my videos that tempo that was so much mine and against the rules. 

My reply was always the same... it's simple, I don't know which rules to break, I never went to film school and not even to photographic college, so I just follow my knowing, what is true for me, and simply what feels right. 

A couple of years later I was producing and directing my own TV show, broadcasted in 45 different countries, and that was after having been scouted by an American producer who asked me to direct some TV shows with Linda Evangelista, Naomi Campbell, Christy Turlington, Elle McPhearson and basically most of the top models of that era. 

What I am trying to tell you, is that you don't need to know any rules of photography in order to break them and then become a great photographer.  And if you think that I will be teaching you anything when you attend our seminars, then you might be disappointed...

But what I promise to always do, with my amazing partners at House of Belluso, is to inspire you in finding your own way, to show you the way on how to know what is true just for you and showing you how we do it so that you can find some more inspiration to create your own images.

Of course we also feel that there are no secrets in photographic techniques, so we gladly share our lighting set-ups, how we work with our clients, our teams, our models, and we will gladly show you the equipment we work with, but all of this not to encorouge you to copy us, but quite the opposite, to tease your curiosity in you finding your own way and to be more creative and to bring your images to a level you never imagined possible.

So, if you want your photography to represent what you wish to express, please stop following any rules you feel you must follow to create a "correct" image, because the perfect images are already inside of you, trying to come out, if you only allow them to.