Regina photographer clicks on international stage
- ch9029
- Jul 11, 2013
- 4 min read
Talent, timing and the extras equal success
You've no doubt seen his work as his images have graced billboards, menus and magazines.
At not-quite 28, Kiriako Iatridis has become one of Regina's top (and most expensive!) photographers.
"My goal is to bring world-class photography techniques to Saskatchewan," he explained, while sitting in the boardroom of his stylish photo studio in the city's warehouse district - with a large painting of his late father watching over him.
The positioning of the painting seems appropriate, Iatridis said, because his father was always keenly interested in the success of his son's chosen profession.
Iatridis smiled as he recalled telling his mother at age four that he thought he'd like to be a photographer one day. With job security top of mind, his mother (who grew up poor in Greece, and came to Canada in search of a better life) told him he couldn't make a living being a photographer.
She was delighted to be proved wrong.
"My mother is now over-themoon-proud of me," he said.
Talent, timing, and "going the extra step sometimes" have helped Iatridis reach his goal.
He started his Regina-based photography business in 2010.
"I started my business at the start of the boom," he said. "My business grew with the boom in the province."
And the boom continues.
"There's tons of work," Iatridis insisted. "There's lots of work to go around."
But because of the size of the Regina market, diversity is important, he added.
"Being in Regina as a photographer, you don't have the luxury to be a niche photographer," Iatridis said. "In Toronto, for example, you could be a liquid photographer - shooting nothing but liquids. But not here. You have to do more."
Over time, Iatridis has been able to shift his focus. He no longer shoots weddings. These days, he focuses his attention (and camera) on doing portraits, advertising and commercial jobs, fashion and food shoots, as well as industrial photography.
As his business continues to grow, so does his passion, Iatridis said.
"I love my job!" Initially, Iatridis focused on honing his technical skills, "until I understood the camera and could get it to do what I needed," he said. "I have no formal training. It's all on-the-job training," he said. "I'm a firm believer that a mentorship can teach anything that a school can teach."
He's now paying it forward, helping an Alberta intern, as well as his assistant, Sage Herriot, develop their skills.
Iatridis' images have earned him international accolades. For example, his Break Out Your Style spring 2012 campaign for Regina's Cornwall Centre won three prestigious MarCom Awards for excellence in marketing and communication - gold in the billboards category, gold for Web video, and platinum for advertising campaign.
"It was a huge international award," Iatridis said proudly. "Others included (campaigns for) Disney, Volvo and American Airlines."
His goal, Iatridis said, is to continue to create world-class images, while keeping his business based in Regina. Rather than relocating to a larger centre, Iatridis is optimistic that his work will attract major national and, hopefully, international clients.
Already, he's managed to take care of a biggie on his bucket list. In 2011, Iatridis did a shoot for National Geographic. The worldrenowned magazine published his image of a chickpea pod in its July 2011 issue.
Sometimes, opportunity has come knocking quite by chance. For example, a photo shoot for a snowboarding magazine of Regina brothers Mark and Craig McMorris "paid peanuts." But it introduced Iatridis' work to sponsor Red Bull, which bought several images of the professional snowboarders.
"From that, I was contacted by someone that works for North Face Europe," he said.
Iatridis has his fingers crossed that something will develop there. Not bad for a guy who was working at a call centre in 2005 (and hating it!), and only owned a pointand-shoot camera at the time.
Iatridis started out as a sports photographer. "A friend hooked me up," he recalled.
"I didn't know what professional gear looked like," he admitted.
When he showed up for his first assignment with his point-andshoot, Iatridis quickly realized he was not properly equipped for the job. He couldn't produce what was needed, so he was let go.
Undeterred, when another spot for a photographer opened up, Iatridis went out and bought a professional camera - on credit - and set to work honing his skills.
"The first two years, it was not a passion, it was a job," Iatridis said.
He worked out of province for a couple of years, before moving back to Saskatchewan.
"I tried to start a new business, but failed miserably," he said.
But when he tried again in 2010, things clicked. And the future looks promising for his photography business, Iatridis said.
He credits the creative team of like-minded young Regina hair, makeup and fashion stylists that he works with for much of his business's success.
"I tell everyone it's a team effort," Iatridis said.
"We have a core of people that still stick together," he said. "They're who I go to."
The team includes makeup artist Sara Lindsay, hairstylist Chris Pritchard, stylists at Salon 306, and fashion stylist Riley Lawson.
Together, they work to create something "amazing," Iatridis said.
Like him, the team doesn't come cheap. "They are the most expensive because they are the best," Iatridis said.
For example, a photo shoot and three images cost approximately $2,500.
Are they worth it? Definitely, according to Iatridis.
For example, the value of strong advertising images - whether for menu items or a shopping mall - can be measured by boosts in sales, he explained. "They're something that are basically driving business to you." Whether it's a fashion shoot, industrial shoot, or magazine shoot, one thing doesn't change. "I get the shot you can use first," he said. "Then I go in and have fun."
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