Avinash Gowariker Photography

Avinash enjoys creating the drama inherent in shooting genres like Film Posters as well as Portraiture, Editorial and Fashion where human beings are carefully arranged. The expressions on their face, their gestures and moods, their clothes and movements, every detail in fact, is part of the setup that sells something; a movie or a product. Then there Is the whole process of blank to built-up, which poses a unique challenge, where he begins with nothing but bare walls each time. Slowly the paraphernalia of the shoot arranges itself around him. The elements come together one by one at the model, the crew, the make-up artist, lights, wires, stands and finally he and his camera. They create a momentary, buzzing self-contained universe. Avinash greatly admires Gautam Rajadhyaksha and Richard Avedon. The simplicity of their images is echoed across their workflow from uncomplicated lighting, styling and minimal postproduction through to the final image. Avinash’s body of work includes an array of personalities from Amitabh Bachchan to Tiger Shroff, from Madhuri Dixit to Ananya Panday and from Ustad Zakir Hussain to Sachin Tendulkar. He has shot for innumerable commercial & editorials from Pepsi, Samsung, Toyota to Filmfare, Peacock, GQ. By nature outgoing and always true to himself, Avinash savors his relationships with people always trying to understand what makes them tick, what makes them comfortable. He extends that same understanding to the celebrities he shoots. He is fortunate to call a lot of them his friends, perhaps because he looks at each of them as individuals.