Seb Michel Photography Sàrl

I’m a Swiss photographer and director, based near Lausanne. I’ve been working in photography for almost 30 years, mainly in advertising, luxury, watches, jewelry and beauty. Over the years, my work has naturally evolved from fashion and editorial photography towards more conceptual and highly crafted visual projects.

I honestly don’t remember the very first photograph I took. But I remember being fascinated by the idea that you could freeze a moment and somehow transform reality into an image. I think that curiosity has stayed with me ever since.

My father gave me a 35mm camera when I was 12 years old and I started to experiment with it. Then I studied photography at the CEPV in Vevey, Switzerland. I started working professionally quite young, and I became freelance in 1998. At first, I was shooting fashion and advertising, and little by little I moved towards luxury, watches and jewelry. It was not really a calculated decision. I followed the kind of images and projects that interested me most.

When the image feels right without me having to explain it. For me, there has to be a balance between technique, aesthetics and emotion. Sometimes a technically perfect image can still feel empty. I’m looking for something that has a presence.

As early as possible. The earlier I’m involved in a project, the more I can contribute creatively. I like to be involved not only in taking the picture, but also in thinking about the concept, the visual language, the lighting and sometimes the whole production.

A good photograph makes you stop for a second. It can be beautiful, surprising, emotional or even slightly disturbing. But it should create some kind of reaction. For me, that is more important than simply being technically perfect.

The variety. One day you can be working in a studio with a watch, the next day you can be directing a campaign with people, travelling somewhere or working on a completely conceptual image. I also really enjoy the collaboration with creative directors, designers, stylists and clients.

Luxury photography is extremely demanding because every detail matters. With watches and jewelry, you are often photographing very small objects, but the image has to communicate something much bigger: craftsmanship, desire, identity, emotion and sometimes an entire brand universe.

I think it’s less about seeing something that nobody else can see and more about knowing what to look for. Light reflections, proportions, skin tones, textures, small imperfections, the relationship between objects and the background. After many years, you develop a kind of visual reflex.

By looking at images constantly. Photography, cinema, painting, design, architecture, fashion, contemporary art. I also look at what younger photographers and artists are doing. I think staying curious is probably the best form of education.

It depends on the project. I’m interested in creating images that have a strong atmosphere and a certain tension. I like when an image leaves some space for the viewer to imagine something rather than explaining everything.

I like to use medium format cameras, especially when I need a high level of detail and control. But I’m not particularly attached to equipment. The camera is a tool. What matters is knowing how to use it to achieve what you have in mind.

Very important, but only up to a point. Technology gives us incredible possibilities today, from high-resolution cameras to AI and sophisticated post-production. But technology doesn't create an idea. You still need a point of view.

I simply showed my work to people. A lot. I contacted magazines, agencies, art directors and creatives and tried to meet as many people as possible. In the beginning, you have to create opportunities yourself. Then, little by little, one project leads to another.

Very important, especially in advertising and luxury photography. But I see it as part of the photographic process, not as something separate. The retouching should enhance the image and support the original intention. It shouldn't replace the photography.

Shoot a lot, but more importantly, learn to look. Before taking the picture, ask yourself why you are taking it. Look at the light, the background, the composition and what you are actually trying to say. And don't be afraid to make mistakes. And most importantly you should consider your portfolio to be alive and constantly moving forward.

I would invest in education and experience before buying expensive equipment. A good camera won't automatically make you a good photographer. Learn about light, composition, visual culture and, above all, develop your own eye. Equipment comes later.