Camera Obscura: Jameela Elfaki’s Love of Film Photography
Jameela Elfaki is an artist based in London. Transcending mediums, Jameela communicates her creative message through photography, filmmaking, creative direction and sound. With a strong focus on identity, representation, and the visibility of women and non-binary people of colour, her work is often inspired by her own dual heritage, and exploring themes of the ‘in-between’ and the nature of different cultures and beliefs coming together.
Jameela is also the founder and editor in chief of independent magazine, Platform and creative agency AZEEMA, which was nominated for The DAZED 100 in 2021. She was also a recipient of a PPA 30 under 30 New talent Award in 2019 and a participant of the Black Business Incubator at Somerset House in 2022.
LBB> What is your niche craft obsession?
Jameela> I love creating, in every sense of the word. The obsession for me is creating images and building the concept behind the work too. It’s both challenging and exciting at the same time. Seeing the concept you have dreamt come to life in front of you is an amazing experience. The moment when everything clicks and comes together and you make something beautiful. A niche within a niche is probably my love of film photography.
LBB> Where/ when/ how did you first come across this thing?
Jameela> My first encounter with photography was through magazines. Growing up my Mum used to sometimes buy me a copy of ELLE or Vogue for Christmas, and even though I never really read any of the words in the magazine, I used to spend hours looking at the fashion imagery. Back then the fashion stories were really extravagant and super immersive. Though it’s worth mentioning they were not always very diverse casting wise.
I gradually got into making art/fashion shoots with my friends as a teenager, and saved up for my first DSLR camera from modelling money.
LBB> Was it an obsession straight away or something that has evolved over the years?
Jameela> It’s definitely something that has evolved over the years, but it has always been an interest of mine. I think Photography also crosses over with a lot of other creative things I enjoy, like film making, fashion and music.
The love of film photography came later on, after a session at university with black and white film, developed by hand in the darkroom everything changed for me. I loved how it looked, and texture / depth the images had, it wasn’t something you could immediately achieve or recreate with digital photography. It’s unique and I like that. It’s something that I enjoy learning more about all the time, gradually increasing my skills in different areas of the craft. There is always something more to learn.
LBB> What are the most interesting debates or conversations you are having around this obsession?
Jameela> Several things, like how accessible it is as a job/profession. Even now with rising prices of film and equipment it makes it even harder to shoot, so I imagine trying to get into photography now can feel super daunting. It’s almost elitist now, as film costs so much to buy.
A debate: In some ways photography has become quite a saturated craft in the wake of the digital and social media revolution. Sometimes you have to remind yourself what makes you unique as an artist. I think some artists are now faced with thinking about how they must present themselves online, instead of letting the work solely speak for itself. I fear sometimes it can be about who can shout the loudest.
LBB> How widespread do you think this obsession is with your peers?
I have many friends who are fellow creators and photographers, each of us has our different styles and way of working with film. I really appreciate being around others who love it too, we uplift and support one another.
LBB> Can you share any examples of work where that obsession really came to the fore and elevated the final production? Can you tell us about it?
Jameela> I do love how this cover shoot came out for my magazine AZEEMA with Tsunaina. It was a mix of 120 film and 35mm and I really like how the quality of both added to the final result.
[Credits: Talent: Tsunaina Photography: Jameela Elfaki Production: Sunayah Arshad Set Design: Evar Hussayni Set Consultant: Jade Adeyemi Styling: Ella Lucia Make-up: Rebecca Davenport Hair: Kachi Katsuya Henna: Nuzhat Fatima Photography Assistant: Charlotte Macaulay Set Assistant: Hara Spyrou Production Assistant: Emma Bouraba Styling Assistant: Esmée Robinson]
LBB> For anyone just getting into your field, what advice would you share to help them get their head around this particular thing?
Jameela> I think you shouldn't be afraid to make mistakes with film photography. That’s the beauty of it - experiment and enjoy it. It’s not a quick process and it definitely takes time to learn as a separate craft. Film photography has different needs to digital and you have to have a strong grasp of the basics to make that transition smoother. For anyone who just wants to get into photography in general, it’s not all about equipment. I used to take photos on a phone before I could afford a camera, don’t let the fear of not having the best kit or access hold you back from creating. Be resourceful.
