Yoshihiko Ueda | "in the end, I insisted on shooting in my own way."

Yoshihiko Ueda | "in the end, I insisted on shooting in my own way."

November 7, 2014 Yoshihiko Ueda, a master of Japanese advertising photography, was born in Hyogo Prefecture, Japan in 1957. He has never received photography.

Yoshihiko Ueda

Yoshihiko Ueda, a master of Japanese advertising photography, was born in 1957 in Hyogo Prefecture, Japan. He has no formal education in photography. At the age of 20, he was fascinated by the work of a photographer shooting in Paris and has been inextricably bound to photography ever since. From 1980 to 1981, he studied photography under advertising photographers Kuanshu Fukuda and Ueda Taiji. Two years later, in 1982, he set up Ueda Yoshihiko Photography Studio in Tokyo. Since then, he has entered the highly competitive Japanese advertising photography industry. Became the hottest commercial photographer in Japan.

over the past 30 years, his main clients include Suntory, Shiseido, MUJI, and so on. Ueda told reporters: "when the studio was first established, I showed my work to an advertising producer who told me bluntly that photos did not have the necessary elements of lightness and beauty in advertising photography, so it seems that you are not suitable for advertising. This can be said to be the most symbolic evaluation of my work. That's what I thought of myself. However, I still insist on shooting according to my way, shooting what I like to shoot, and always sticking to it. "

his work is always calm and simple with a touch of grace-like the smile he shows in front of reporters-perhaps because he hides his inner throbbing behind the camera. He rarely tells his story, but when he recalls a shooting experience in the primeval forest many years ago, he reveals how he is immersed in a person's world. "there is no doubt that when I stare ahead through the viewfinder, I tremble all over."

A series of advertisements about Suntory was shot by Yoshihiko Ueda. Ueda has been working for Suntory, a Japanese beverage giant, for 27 years since 1985. Among the Suntory advertisements in Ueda, the most famous is the oolong tea series. Because oolong tea is transmitted from China to Japan, Suntory he Shangtian thinks that advertising should show a Chinese feeling. "want to express distant, broad, broad, steady, kind, the whole series is to express this feeling." Ueda said, "the feeling of distance means not only the size of the country but also the long history." Since the product was launched in 1981, the models employed in oolong tea advertisements have been Chinese-they is not professional models, but most of them are professionals in ballet, music, and so on. It was not until April this year that Suntory announced the use of Japanese spokesperson Kui Miyazaki for the first time to meet the needs of young people. Suntory Oolong tea advertisements are filmed all over China, including Beijing and Shanghai. Chinese stars who have participated in this series of advertisements include Fan Bingbing, Zhang Zhen, Sun Li, Le Keer, and so on. Ueda comes to China more than ten times a year. But many of the scenes that have been photographed soon disappeared, and a large number of new buildings made it a bit difficult for him to accept.

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in a short period.

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