The photography and film industry today stands at a fascinating intersection of technology and creativity. With the advent of digital media, these fields have expanded beyond traditional boundaries, embracing new platforms, techniques, and audiences. The rapid evolution of camera technology, the rise of social media, and the increasing demand for high-quality visual content across various industries make this an exciting time for professionals in the field. The relevance of photography and cinematography in today’s digital age is undeniable, as these visual arts play a critical role in communication, storytelling, and artistic expression.
Peeradon Ariyanukooltorn’s background is as diverse as it is impressive. His journey into photography began during his university days at Chulalongkorn University, where he pursued a degree in Architecture. This academic foundation laid the groundwork for a career where architectural elements beautifully intertwine with photographic skills. Post-graduation, Ariyanukooltorn expanded his horizons, moving to the United States to delve deeper into the world of cinematography at UCLA Extension. His career trajectory has been nothing short of remarkable, seeing him evolve into a multifaceted professional who excels as a photographer, retoucher, and colorist. His achievements include high-profile collaborations, participation in significant events, and accolades such as the 3rd prize in the professional event/social cause category of the 2022 International Photography Awards (IPA).
Our recent interview with Peeradon Ariyanukooltorn shed light on his high-profile collaborations and projects, highlighting the trust and credibility he has garnered from leading global brands like Nikon and Apple. Ariyanukooltorn’s narrative is a testament to his adaptability, creative vision, and technical expertise.
It’s great to have you here, Peeradon. Let’s dive right in! Can you share your initial thoughts and emotions when Nikon first reached out to work with you, and how has this opportunity influenced your career?
Being approached by Nikon for a collaboration marked a pivotal moment in my career. Initially, as a student and president of my university’s photography club, I contacted Nikon Thailand seeking sponsorship for our activities. At that time, I was just another student to them. However, they later came across a viral photo album from my travels, sparking the start of our collaboration. Nikon invited me as a guest speaker at the Nikon Day event to share the stories behind my viral photos, making me the youngest speaker there at the time.
This event left a lasting impression on Nikon, particularly my presentation skills. Subsequently, they invited me to several more events. These opportunities helped establish me as an up-and-coming photographer in Thailand’s photography community and among enthusiasts, leading to an increase in clients and paving the way for my career success.
Working with Nikon not only boosted my career but also significantly expanded my network. Interacting with professional photographers from various backgrounds, I had the chance to discuss, share, and learn different photography skills and techniques. This collaboration has been a key factor in enhancing my skills and contributing to my growth as a professional photographer.
During your time as a Nikon brand ambassador, what were some of the key challenges you faced, and how did you overcome them?
Being the youngest among the instructors, I encountered skepticism about my credibility. Some viewed me as an overconfident youngster, doubting my expertise due to my age and comparing me to more experienced photographers. To overcome this, I focused on proving my skills through the quality of my work. Gradually, this approach helped me gain the trust and recognition of my more experienced colleagues.
Another challenge was navigating the competitive marketing landscape, where rivals often sparked controversy. This sometimes led to heated debates over key features and escalated into dramatic exchanges, including hate speech, potentially harming our brand’s credibility. To promote branded content effectively in this environment, I took great care to stay clear of the drama. By maintaining a neutral position and relying on rational arguments and evidence during discussions, I was able to protect both my own and the brand’s credibility while successfully navigating the challenges of controversial marketing tactics.
Could you share an interesting behind-the-scenes story from your involvement in the Nikon Youth Team campaign? Were there any challenges you encountered during this campaign, and how did you overcome them?
This initiative was designed to revamp Nikon’s brand image, transitioning from being perceived as a brand for older, geeky photographers to one appealing to a fresh, new generation. My collaboration with Nikon began around this time, and they saw the potential in me to contribute to this transformative campaign.
Despite being selected, I faced the daunting challenge of standing alongside high-profile photographers in the Nikon Youth Team. Feeling outclassed, I was under immense pressure to continuously improve and ensure that I wasn’t the weak link. This situation fostered a competitive spirit within me, driving me to meet the high expectations set for a member of the Nikon Youth Team.
A consistent challenge throughout the years was maintaining a fresh and creative photographic style. Being in the spotlight intensified the need to avoid producing work that was ordinary or repetitive. This pursuit often led to frustration and tears as I strove to exceed my own expectations. One notable instance was when I unintentionally took a photo of Bangkok that was similar to one captured by a competitor’s brand ambassador. Despite understanding that popular photo spots often lead to common images, I was not satisfied with the similarity. This incident deeply affected my supervisor and added to the pressure I felt for months. It took eight months of dedicated practice, study, and travel before I was able to produce work that impressed both my supervisor and myself, marking a significant milestone in overcoming the creative hurdles of the campaign.
What was your approach in representing and contributing to Nikon’s vision, especially when targeting a younger generation of photographers?
It required a strategic approach that emphasized real-life user experiences over technical specifications. While Nikon might not have excelled in tech specs quantitatively compared to its competitors, its dedication to delivering an exceptional user experience was its distinguishing feature. Nikon’s strategy went beyond mere competition on spec sheets, aiming instead to offer a perfect blend for the art of photography.
In line with Nikon’s commitment to excellence, my work style harmonized with the brand’s identity. The flexibility in image quality, distortion-free lenses, and robust build of Nikon equipment were key factors in achieving my photographic goals and fueled my preference for Nikon.
As a Brand Ambassador, one of my challenges was to highlight these less obvious features and present them in a manner that connected with the audience’s perspective. Many people tend to focus on quantitative features rather than the overall user experience, making it essential to effectively communicate the unique advantages of Nikon’s approach.
Being a young photographer myself helped me relate to and engage with my peer group more easily. However, the challenge lay in earning trust in an era where concrete evidence and proof were paramount. Fortunately, my strength in providing evidence and proof was well-aligned with this need, helping me to establish trust within the new generation of photography enthusiasts.
Being selected for the Apple Fall Event is a notable achievement. Can you elaborate on the selection process and how you prepared for this prestigious event?
It was both a surprising and exhilarating milestone for me. To be honest, I’m not completely sure about the specific criteria they considered when choosing me, haha.
Here’s my guess:
It might have started with my iPhone 13 Pro content, which garnered significant attention on social media. There was even a debate on Pantip (Thailand’s equivalent of Reddit) over whether I used a professional camera and falsely claimed it was shot on an iPhone. To clarify, I provided the raw files and shooting data and even shared my shooting and editing techniques. This effort flipped the script, earning me positive recognition for elevating mobile photography to a level comparable to professional cameras.
Another factor could be my genuine passion for Apple and deep knowledge of their devices, thanks to my fascination with them. I’ve become somewhat of an authority within my circle on the Apple ecosystem.
In preparation for the event, I delved into rumors about the upcoming flagship phone. This helped me quickly grasp any new features announced during the event, enabling me to review and share my insights instantly. Being present at the event meant I was one of the first people in the world to get hands-on experience with the new iPhone, so I was determined to maximize this opportunity.
Despite Apple’s well-known secrecy, my invitation as a photographer hinted at significant camera enhancements. Therefore, I had researched and planned several potential locations for “Shot On iPhone” content well in advance, culminating in what I consider to be the most successful and proudest iPhone photo set I have ever created.
And yes, I even researched how to dress for the event, haha! The blend of excitement and meticulous preparation made the entire experience unforgettable.
How did your experience at the Apple Event differ from your previous projects, and what unique insights did you gain from participating in such a high-profile event?
Participating in the Apple Event marked a significant shift from my previous experiences, primarily due to its unprecedented scale.
This event thrust my work and background into the spotlight, with people closely watching my next steps. While it offered a fantastic opportunity to build my reputation, it also came with the challenge of meeting the largest scale of audience expectations.
Engaging with numerous gadget influencers, press members, photographers, and influential figures during the event proved to be an invaluable asset for my career. The exchange of thoughts and experiences broadened my perspective, providing a view of the larger world. Witnessing the achievements of others served as inspiration for setting higher goals and striving for self-improvement.
The interactions weren’t limited to individuals from my own country or region. I had the opportunity to engage with people from diverse cultures. This allowed me to incorporate their perspectives into my life and consider new ways to enhance my personal and professional growth. Overall, the Apple Event offered a unique and enriching experience that significantly contributed to both my career and personal development.
Considering your unique photographic style and Apple’s renowned emphasis on design and aesthetics, how do you personally feel your approach to photography aligns with the aesthetic principles of a brand like Apple?
The mantra “less is more,” ingrained in me since my student days, resonates perfectly with Apple’s brand identity. It’s not just about doing less; it’s about maximizing thoughts and processes to achieve the simplest outcomes. This philosophy forms the core of my work, echoing Apple’s commitment to simplicity and elegance in every aspect of its products and services.
My focus on precision and detail aligns with Apple’s aesthetic principles. I recall a social media post about Apple’s feedback to a photographer who captured a landscape photo for a new Mac desktop wallpaper. This incident shifted my perspective on photo editing. I used to accept certain optical and physical errors in photos as common, but Apple’s meticulous attention to detail challenged that notion. Since then, I consistently ask myself, “If Apple were to do this, what would they do?” or “Does this work qualify as a desktop wallpaper that I could see every day?” These questions led me to consider composition, color balance, optic quality, and whether the image appears harmonious, soothing, and comfortable for long-term viewing. Adhering to these criteria pushes my work closer to perfection, in line with Apple’s commitment to delivering visually pleasing and flawless experiences.
In terms of presentation style, I’m inspired by Apple’s approach to simple yet effective designs. My presentations support my speeches, showcasing just enough content to enhance understanding, a principle I’ve adopted since high school. This approach has shaped every presentation and storytelling endeavor I undertake. Overall, my photographic style aligns with Apple’s aesthetic principles, emphasizing simplicity, precision, and effective presentation.
To close and reflecting on your experiences with these major brands, how have they influenced your approach to photography and cinematography?
Firstly, these opportunities have exposed me to a diverse range of individuals, fostering the exchange of thoughts and techniques. This interpersonal interaction has been a key factor in my success, with the people I’ve encountered playing pivotal roles in guiding, supporting, advising, and contributing to my personal and professional growth.
These experiences have also instilled a deep understanding of the responsibility that accompanies representing a brand. Each action I take is closely tied to the brand’s reputation, particularly when it has provided me with numerous opportunities. This awareness constantly reminds me to act cautiously, ensuring my actions uphold the goodwill of those who support me.
Partnering with these brands has transformed my perception of appreciation in photography. I’ve come to recognize that art is subjective, with no absolute right or wrong. This has broadened my perspective and encouraged a more open-minded approach to artistic interpretation.
Additionally, being exposed to the immense talent in this field serves as a continuous reminder to never cease improving. It highlights the importance of appreciation and gratitude towards everyone who supports me and offers valuable opportunities along my journey. Overall, these partnerships have been crucial in shaping not only my professional approach but also my mindset and values in the realm of creative arts.
Peeradon Ariyanukooltorn stands as a luminous example of what it means to be a modern photographer and cinematographer. His story is one of relentless pursuit, innovative thinking, and a deep understanding of the art and science of visual storytelling. As the photography and film industry continues to evolve, professionals like Ariyanukooltorn will undoubtedly be at the forefront, leading the way with their vision, skill, and passion.