The digital revolution has transformed our lives. In what refers to photography, we have become slaves of the megapixel. Immediacy has been imposed on practically everything we do. Analog photography has been relegated to the background. Many still remember the commitment that involved making a photograph. Wait for the right moment to shoot and be very clear in advance what exactly we wanted to photograph. And then, the sensation of taking the film to reveal, without knowing what we would find when we picked it up.
The magic of the whole process was not knowing what we would find.
Photos moved, badly framed, what else if a reel of 24 had only 3 pictures that had been well? The magic of the whole process was not knowing what we would find. In the final result. But analog photography – which is really pure chemistry – is still alive among many people, not necessarily nostalgic, who love imperfection.
Betting on analog photography we want to share this imperfect reality, without filtering.
In our own way we want to vindicate the authenticity and the emotions that are capable of capturing the analogical cameras. Many times we become slaves of photography and we forget the most important, to enjoy the moment. Of happiness, love and company of whom we esteem. Betting on analog photography we want to share this imperfect reality, without filtering. Because, after all, the most important photograph is the one you capture with your eyes.
Xavi Sala, September 7th 2018