“How can I transform the ordinary into the extraordinary, the mundane into the evocative? Have I conveyed more than a just a record of a scene and created a compelling, quirky and thought provoking representation of a subject, a place, a time, a feeling.
Light is fleeting and ever-changing. Wait for that spectacular light and more often than not it fails to materialise. Instead it creeps up on you unexpectedly and unpredictably. But when light and scene fuse together at the right time they render a scene of such hue, detail and texture that has to be captured before it is lost forever.
Be it coastline, landscape, city, still-life or the minutiae of an environment – I use a camera to capture these moments; concentrating less on the medium but instead more on how I can use my tools to encapsulate the essence of what I am seeing before me and what it means.”
Andrew uses a variety of film and digital cameras to capture his images, ranging from plastic lens lomographic cameras to medium format digital systems. Aside from the making of images, he is passionate about post-production and in particular the final output of an image. To optically extract and realise the ultimate in image quality and intensity Andrew uses giclée and C-Type photographic prints – after all, the reproduction hung on the wall is the ultimate evidence of the merits of an image and the reflection of the photographer’s intention. A recent client commented on a print purchased from Andrew Areoff: “printed on a high quality material and with an amazing range of black and white tones as well as a very talented composition it will receive a special place in my home”.