Like most of the general public, Florian Geiss is bored when he sees fake looking images in advertising, with unnatural models posing in ways which look over styled and false. His goal on every project is to create believable situations that everyone can relate to. Positive, captured moments where we immediately know that his camera is close in amongst the action, a part of the energy and the dynamics of the situation. Sometimes his camera is one of a group of friends, sometimes a passer-by but we can always relate to his point of view. Although Florian’s shots have an integrity that the audience can connect to, his skill is also in the detailed pre-production that he and his team complete. Every detail is considered by Florian... casting, styling, locations, all are brought together according to the requirements of the brief, but at the point of shoot, all these carefully controlled ingredients collide together to create truly special situations full of life and spontaneity. There is a huge amount of action in Florian’s still work, so it has been a natural progression for him to shoot moving imagery too, often directly alongside his stills work. When creating films, Florian shoots this himself preferring not to delegate any part of the process to other people... photographer, DOP and director simultaneously, and by doing this he creates a very close link between the style of his stills and moving images. Florian Geiss’ approach continues to be sought out by clients across the globe for many of the World’s biggest international brands. He and his studio are based in Hamburg from where he travels far and wide.