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[May 5, 2008 ]
Like many multi-talented creators, Kristina Krug had to pick up a number
of tools before finding the one that incorporated them all.
Kristina grew up in a rural town outside Chicago. She began working out of a small studio in Chicago as a freelance designer/art director, fresh from Northern Illinois University's visual communications program. Her talents brought her a steady stream of both accolades and clients. But after ten years of art directing photographers for advertising, magazines, and catalogs, Kristina found her own visual voice was forming as a photographer. She began shooting editorial features for Chicago-area newspapers, where she developed a narrative, photojournalistic point of view. Since moving to Nashville, Tennessee in 2000, Kristina has shot for a number of national clients, specializing in vivid and narrative environmental portraiture. Woven in with her commercial work, Kristina is currently working on a personal project documenting Magdalene House, a residential recovery program helping women with a history of chemical addiction and criminal prostitution extract themselves from that world.
When did you start shooting? I was always creative. I played piano, I drew, and did all sorts of art projects. Then I was given a Kodak Instamatic in my Easter basket one year. I started photographing everything from my pet rabbit, portraits of kids from the neighborhood and family members, to angle shots of a pregnant aunt. The novelty of the photography subsided until I graduated from high school, when my uncle gave me my grandfather's Nikon F and a 50mm lens to take to college. To this day, that is the most meaningful gift I've ever received - my grandfather died in February of my junior year. I was 17, and the entire family was devastated by the loss. Grandpa always had a camera around his neck, photographing and filming us through the years. His simple portraits - and being able to shoot with his camera - still inspire me.
How have others described your work?
I always ask new clients what they like most about my work. What images they were drawn to. And often it's my colorful portraits. They love the rich saturated color, and ask how I achieve that. The thing is, I don't spend a lot of time in post. I like to get the shot I want in camera...
What is your attraction to color? I see everything in "color" - even music and black and white photography. Just like light, I use color to evoke emotion. It's not something I consciously set out to do, unless it's what the client is looking for. When I walk into a location, or build a set... I look for that balance and completeness... in the composition, the lighting, and the color. I guess this is where my love of Fauves and Impressionists and Romantic period painters comes to life. I love photography. It's like painting with light and color.
What makes it possible for you to evoke so much emotion in a photograph?
What kinds of projects have you been shooting lately? Mostly lifestyle and portrait photography, including last year's spring campaign for Rack Room Shoes, ads for Memphis Car Audio, and a series of portraits of patients for INTEGRIS Hospital's transplant center in Oklahoma City. I just started a photo documentary of women recovering from prostitution.
How did you choose your current documentary project?
With this project, I want to explore addiction and women's sexuality, as it relates to our culture, and more specifically, how all of this happens regionally. Through the years, I've seen the results of alcoholism, physical, sexual, and emotional abuse. I have questions about how these issues form a woman's identity, body image, sexual identity, self esteem, financial self-image, and how they affect her choices, if and when change happens for her, when she experiences hope, grace, surrenders to it, and what recovery looks like for her.
Where do you seek inspiration?
Who would you most like to photograph? I guess I'm doing that already. I love finding that something extraordinary right around the corner.
What are you like to work with?
What do you think of the changes in photography today?
I haven't shot for stock. I guess I've always liked shooting a specific assignment to tell a story or communicate a specific idea, that is unique to one story or brand. Building brand equity and maintaining brand integrity over time is critical in today's market. Especially in a market flooded with so much imagery, on tv, outdoor, in new media, on the sleeve of our morning cup of coffee, and especially with guerilla marketing. The only way to stand out is by building on a company's most important asset, it's brand. And I think often, for budget purposes, original photography is overlooked as a way of building the asset of a brand.
Who are your heroes? Eugene Richards. I like his raw truth. A photographer friend of mine described his work as "complete chaos except for a thin thread that pulls everything together". Coming from a design background, where everything is about controlling the final concept and design, Richards work has taught me to embrace the chaos. Working with people, especially in editorial work, you never know what kind of situation you're walking into, or how much time you'll have your subject or their attention, so you have to get what you set out to achieve in the shoot, the stuff you know the client will love, but you also leave room for those magical chaotic emotional messy exciting moments.
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