Photographers are sometimes labeled “Commercial Photographer” or “Fashion Photographer” or “Photojournalist” or other similar terms in an attempt to capture their essential skills or talents. Those are categorical boxes that tend to limit and contain.

Instead of categorizing myself in that way, I choose to call myself a fotographer. That word doesn't help my website get picked up by web crawling devices or expand my marketability. But it's who and what I am.

My goal is to be an artist with a camera. I can photograph objects or nature or people but I'm best when I capture all 3 in combination.

It is a kind of syzygy where person, place and thing line up – not literally, but figuratively – and where the fotographic outcome is greater than the sum of the parts. Germans termed this a Gestalt.

Traditionally, commercial photo shoots are conceptualized by an Art Director who provides sketches and photographs and other concepts or visions to a photographer in hopes that the photographer will imitate or be somehow inspired for the photographs to be taken.

Fotographer Lugwig Sterling serves as both Art Director and Photographer, first collaborating with his clients to conceptualize a project and then orchestrating its spirit and flavor into a material object.

‘I strive to produce images that are greater than the sum of their parts. I think my fotography is “outside the box.” I'm different. I'm edgy. For me, fotography is a transformative, actualizing process.'


www.digitalrailroad.net/AndrewSterling