I´m Mi Elfverson, I´m a brand, portrait and travel photographer.
A lot of people say that I see things that no one else sees. It´s not magic, I just tend to see things from a different angle.
It usually starts with a shape, then the texture and light. It all comes together in the composition.
The same with people; you can´t just take a photo of a face. You need to understand where they´re coming from and where they want to go, where their place is in the world and what drives them, to be able to bring out their character and true self. The rest is technicalities and experience. Patience. And a big dollop of luck.
My Dad gave me my first camera when I was 12 years old, a half frame Robot Star from Germany.
I went to Photography School in Stockholm and then ventured into the film world, where, among other things I worked with casting and learnt how to capture personality in a portrait.
After many years of compulsive hobby photography on the side of working in film production, I became a full time commercial photographer, focussing on products, interiors, portraits and food, until I tired a bit of the constructed set up and sought more authenticity.
I now do portraits, travel photography and what I call Brand Photography; visuals that have a similar feel and look, that create continuity across marketing platforms to stay aligned with and reflect a brand. I use my mobile phone for my hobby photography, and those images are usually the photos that people love the most.
I post a lot of my photos on Instagram, which is why many of my them have a square crop.
I also run The Vlog Academy, where I train people to do their own video blogs.