Style Guide: Creating Work That Embodies Honesty, Efficiency, and Authenticity with Benjamin Madgwick
As a young boy Benjamin Madgwick studied the ritualistic process his mother performed to apply her make-up. He perceived this decoration as an artistic expression of identity; it was this curiosity which first stirred Benjamin’s interest in fashion and beauty. The way in which Benjamin views and presents the intricacies, power and beauty of the human form is not only recognisable but alluring in its dynamism. The aesthetic of Benjamin’s work is forged by his understanding and appreciation of facial expression and body language. The camera is not a barrier between him and the subject, but a tunnel through which he feels, directs and shapes a character. There is a strong sense of accordance across his images and he uses physicality as a medium and a muse.
Initially Benjamin pursued graphic design and illustration, believing that these ventures would form his career… But it was during the year between college and University, that the pursuit of photography became deeply rooted in his passions. After completing a Photography degree at Reading University and working tirelessly as a freelance photographer he secured assisting jobs with respected photographers such as Peter Lindbergh, Liz Collins, Emma Summerton, Matthew Brookes and Miles Aldridge - the latter with whom he worked as his first assistant for three and a half years.
On shoots Benjamin is able to achieve intimacy through playfulness. His passion for gymnastics, yoga and dance mean that Benjamin is visceral in his approach to physical guidance on set. He endeavours to broaden his already esteemed client list, which include Clinique, YSL, Dior, Nars, Paper London, Harper's Bazaar and L'Official magazine, and to produce a photography book devotedly composed to inspire photography students to take pictures and fuel their creativity.
Name: Benjamin Madgwick
Location: London / New York
Repped by/in: Biddy Marquisin London / Walker Brockington in New York
LBB> How would you describe the work that you do?
Benjamin> In a nutshell: My body of work is a tapestry woven with threads of authenticity, exploration, and creativity. It stands as a reflection of my values, emotions, and the captivating narratives that unfold in my surroundings.
In my commissioned projects, my work embodies my core values: honesty, efficiency, and authenticity. I take pride in capturing the essence of talent, portraying individuals in their most favourable light. By aligning with their genuine identities, I ensure that the content resonates truthfully with the viewer. The ultimate goal is to create work that speaks to real people, authentically representing real experiences.
Within my personal projects, I explore the depths of my thoughts and emotions. These creations originate from an intimate space, acting as a platform to evoke responses, provoke questions, and engage in visual conversations with viewers. Being inherently introspective, I lack the words to fully articulate myself, but through my work, I delve into ideas and engage in emotional dialogues with others. This allows me to maintain a certain distance from both myself and the viewer, creating a multi-faceted perspective without fixating on a single point of view.
Conversely, my editorials serve as a playground for my creativity. Drawing inspiration from fleeting moments and captivating scenes, I craft immersive worlds centred around these themes. I relish in daydreaming and giving my mind free rein in imaginary realms. While I infuse elements from my personal experiences, these projects primarily provide an avenue for exploring diverse perspectives and stretching the boundaries of my imagination.
LBB> And do you have a particular style (or styles) that you like to work in? If so, how would you describe that?
Benjamin> Describing my current style is a bit challenging for me as I'm navigating a transitional phase. I'm in the process of blending two mediums I'm passionate about into a cohesive expression. As previously mentioned, I've been on a journey – and will continue to be – towards merging my three content avenues into one distinct style or overarching aesthetic.
Selecting just one style is tricky, given my inclination to adapt based on the project's narrative and how I intend the audience to engage with it. To offer some insight, my approach to lighting draws inspiration from natural light, whether I'm shooting on location or in a studio. I find that natural light forms the cornerstone of my visual language.
When it comes to capturing talent, I'm drawn to close-up shots. I relish the opportunity to connect with new individuals and infuse an intimate feel into my images. To achieve this, I often use lenses and adapters that allow the camera to capture close up of the subjects. Framing plays a pivotal role in my work. I'm fascinated by perspectives and negative space, which provide viewers with the room and time to interpret my images in their own unique way.
Amidst it all, I believe that life is too short not to inject a touch of humour into my work. This facet adds an element of lightness and relatability to my images, making them resonate on a more personal level. In essence, my style is an evolving blend of elements – natural light as a foundation, close-up connections, thoughtful framing, and a sprinkle of humour – all orchestrated to create an immersive and engaging visual experience.
LBB> How did you gravitate towards the particular medium you work in?
Benjamin> The medium I currently work in has its roots in my background in stills photography. As a young aspiring illustrator, I discovered that photography became the ideal tool for translating the vivid ideas in my mind into reality. My drawing skills were never quite sufficient to support me financially, making it challenging to sustain a living through illustration alone. From the outset, I held a fascination with cinematography, recognizing its ability to breathe life into characters. This intrigue motivated me to delve into photography as a means of genuinely crafting characters and narratives.
In recent years, as I've navigated a diverse creative landscape, I've embraced the multi mediums. This versatility has empowered me to approach my work from different perspectives, skillfully employing varied tools to bring specific narratives to life.
In essence, my shortcomings in one medium opened the door for me to explore and excel in others.
LBB> And when you started developing your creative skills and styles, what were your inspirations and influences?
Benjamin> I consider myself fortunate to have immersed myself in art and creative subjects during my formative years. Throughout my adolescence, I frequented art galleries, drawing profound inspiration from a multitude of painters. Among them, Josef Albers stands out as a beacon, his life's work delving into the intricate relationships between colours. Salvador Dali's dreamscapes captivated me, offering a gateway to surreal realms. Marcel Duchamp's audacious ‘Fountain’ served as a witty and poignant reminder of art's essence and our perception of it. Cindy Sherman emboldened me to embark on my personal narrative exploration. J.M.W. Turner's mastery of colour and space demonstrated how texture and brushstrokes can infuse artwork with vibrant energy. Henri Matisse's "The Snail" remains a piece I'd acquire if I struck the lottery—an embodiment of simplicity, boldness, and subtle humour.
In my more recent years, I had the privilege of assisting Miles Aldridge. His technical prowess schooled me in the art of utilising lighting to craft stories. This learning still guides me; when presented with a brief, I sketch out the lighting—a blueprint to envision the setup and story integration.
Further down the road, I had the honour of assisting Peter Lindbergh and Matthew Brooks. Their tutelage instilled in me a profound understanding of the symbiosis between photographer and subject, along with the paramount significance of energy on set.
These experiences working with esteemed photographers sculpted my artistic identity. I remain perpetually inspired by their lessons while integrating them into my unique techniques.
LBB> How has your style evolved over time - and can you talk to us about some of the stylistic experiments or avenues you’ve explored over the years?
Benjamin> Indeed, my style has undergone transformations over time. While I can't pinpoint specific avenues, I believe that my style and perspective naturally shift and progress. It's an organic process of growth and evolution that occurs alongside my personal journey. My style adapts in subtle ways as I navigate the intricate pathways of change and development. I apologise if this doesn't provide a direct answer to the question.
LBB> And was there any one particular moment or project that really crystallised your understanding of what your style is or should be?If so, can you tell us about it?
Benjamin> No distinct moment stands out, but there was a pivotal realisation that urged me to evolve. During a shoot, a client requested my signature approach—utilising an ultra-low camera angle and extreme close-ups. It was in that instance that I recognized my work was becoming pigeonholed, and I noticed others emulating the same style. Please understand, I'm not discrediting the effectiveness of the technique, but when you become associated solely with a single approach and others start embracing it, it's a cue for growth.
LBB> What sort of ideas shape your style today?
Benjamin> As mentioned earlier, I find myself embarking on a journey to seamlessly integrate multiple aspects of my creative world. Presently, my primary focus is on refining my process and approach to my work. I'm aiming to infuse a deeper dimension into my creations or, at the very least, grant them a richer resonance. Rather than fixating on a distinct style, I'm channelling my energy towards cultivating the potential of the talents I collaborate with. My objective is to draw out their utmost essence.
My lighting technique has taken on a more simplified nature, maintaining a consistent thread throughout, while allowing the enchantment to emanate from my interaction with the subjects. I aspire for this to become my distinguishing factor—the element that sets me apart and hopefully brings in the bookings.
LBB> From NFTs to the metaverse, there are more spaces for your work to show up - what are your thoughts on the impact, challenges and opportunities brought up by these new spaces? And do they influence how you think about your style (ie. is there pressure to adapt or change your style to fit these new digital frontiers - or is it kind of exciting?)
Benjamin> It's an incredibly exciting time. Personally, I'm yet to create work specifically for these realms, but I'm actively planning and brainstorming ideas. Currently, I'm engaging in numerous discussions with fellow creatives and brands to hear their experiences in navigating these platforms. Sometimes, their insights are incredibly inspiring; other times, I'll admit, the unknown can seem a bit daunting. However, that mix of fear and energy that accompanies uncharted territories is a familiar motivator from my art school days—a force that I've always harnessed and utilised.
I'm not in a hurry; my main focus is on myself and my message. Once I attain a deeper grasp of who I am, the medium I employ to convey that essence will hold less significance. After all, isn't it said that the essence lies in the message rather than the medium used to transmit it?
LBB> Working in the commercial sphere, is it more important for an artist to have a distinct brand or style? What’s the balance between having a distinctive voice and being able to accommodate the visual language of the brand/campaign?
Benjamin> In today's landscape, I wholeheartedly believe that having a distinct brand identity is of paramount importance for an artist. However, the challenge lies in remaining authentic to that identity. Trends can swiftly entice us, leading to a temptation to align with new aesthetics. Yet, now is the time to confidently assert one's own unique voice and invite brands to harmonise with that distinct identity. It's a moment to root oneself in unwavering core values, serving as a beacon for others to witness and draw inspiration from.
Speaking from personal experience, there have been instances when I was captivated by a trend, but the resulting content lacked an authentic artistic essence. This deficit was palpable, and I struggled to convey or comprehend the message I intended to share. Upon stepping back and reevaluating, embracing my true self, I found that the interaction with both the audience and brands grew more potent and meaningful.
In essence, while it's essential to accommodate a brand's visual language, an artist's distinctive voice remains the foundation. The balance lies in intertwining your unique perspective with a brand's essence to create an impactful symbiosis that resonates authentically with both the artist and the audience.
LBB> Typically, on a commercial project, how do you like to tackle a brief?
Benjamin> When approaching a commercial project, my process begins by delving into the persona of the individual being captured. I ponder their backstory, understanding the reasons behind their current situation. Simultaneously, I place myself in the shoes of the viewer, contemplating the experience I'd want from the interaction with the resulting image or motion. Crucially, I keep in mind that the content must resonate deeply with the viewer, and at its core, it's about connecting with the person portrayed on the screen.
Once I've formed a mental image of the character, my excitement ignites as I consider the nuances of lighting. I delve into questions of how to craft an environment that aligns not only with the brief's parameters but also with my personal creative inclinations and the essence of the talent or character involved.
In a more succinct explanation, my process can be encapsulated as: examining the "why," followed by the "how" and "what,"
LBB> What projects have you worked on recently that you feel were a really satisfying marriage between a brand and your own style? What was it about these projects that made them really interesting to work on?
Benjamin> Two brands and projects come to the forefront of my mind, both of which continue to flourish with ongoing collaborations, resulting in an ever-expanding portfolio of content.
Firstly, Sephora. I've had the privilege of collaborating with them for several years, with the intensity of our partnership growing over the past two years. During this time, I've honed my messaging and solidified my preferred image processing techniques. Sephora has provided me the freedom to capture intricate details and candid moments of the talents, all while showcasing their products in the most favourable light. This collaboration allows me to construct a visual realm that I'm immensely proud to share with others. The continuous rebooking indicates a harmonious resonance, and our joint creative brainstorming sessions propel us to innovate casting choices and fresh ideas for upcoming projects. Together, we're forging a path that not only advances the brand but also redefines the portrayal of beauty and skincare for their audience.
The second noteworthy collaboration is with SOHO SKIN, encompassing their newest collection under the SOHO umbrella. Partnering closely with the creative director, I've been empowered to align the imagery more closely with my personal artistic expression. This has translated into imagery imbued with honesty and depth, accompanied by a casting that perfectly aligns with my photographic preferences. While it's the inception of a journey, each project under this collaboration exponentially enhances the visual narrative. With every endeavour, I find myself infusing more of my essence into the work, resulting in an emotionally charged creative journey.
At their core, these collaborations exemplify the synergy between brand and style, fueled by the freedom to explore and the mutual commitment to evolving the visual storytelling experience.
