The Globalist: Promoting Cultural Understanding in Living Color
Awais Yaqub, Owner/Principal of Awais Yaqub | Photographic
Location: Islamabad, Pakistan
Market: Fine Art, Landscape, Travel
SmugMugger Since: 2005
1. Getting his first camera, a Sony Cybershot, in 2004
2. Accepting his first pro assignments in 2007
3. Seeing his work featured in galleries around the world
Bragworthy Factoid: Winning CIO’s 2010 Best Photo Blog Award Website: www.awaisyaqub.com
He means business.
Yaqub may be the most visually driven MBA on earth. Obsessed with beautiful magazine and book images from childhood, he eventually co-opted his father’s ancient SLR, using it even without film (he shares a laugh over the dead bug they were never able to remove from the viewfinder). While continuing his education in Islamabad, he formally began his photography career in 2004 with a small Sony Cybershot. “There were no photo communities or schools in my city where I could learn, so the Internet became my source,” he says. “My learning curve was steep as I never went to art school.” That didn’t stop this determined shutterbug, who began taking product photos professionally in 2007 with a DSLR. Finding the pro route and its adherence to client tastes repressive, he began choosing assignments selectively, focusing instead on building his gear arsenal and experience as an amateur. The move back to amateur status ensured that “photography remains my love,” he says.
SmugMug brings his world closer.
Yaqub first joined SmugMug after mentors suggested it on Dgrin.com, both to showcase his work and provide safe back-up. Calling Dgrin “one of the best photography forums on the Internet,” Yaqub looks to the online community for passion and great customer support. “I can get any sort of photography advice, difficult technical info or SmugMug customization tips there,” he says. “SmugMug communities drive more traffic to my photo galleries and make it easy to find SmugMug photographers with similar interests.” Yaqub appreciates that he can now sell and ship to an international market with ease. Beyond that, he says becoming part of the community has helped him explore the business side of photography and improved his craft, educating him on print quality and online distribution issues. “Now I try to capture each frame with a printed end product in mind,” he says. “Dgrin is a platform of serious pros and learners, where I get instant technical help and inspiration.
Paying it forward in pictures
For Yaqub, photography is ultimately about sharing—sharing images, sharing views, sharing knowledge. SmugMug’s one-click sharing to social media sites like Facebook and Twitter helps him fulfill that mission. “For me, there is absolutely no reason to create a photograph and keep it in cold storage. What good it would do if it was not able to spread the message, inspire someone or help someone in their learning process?” he points out. “For instance, if you look at photos of historic events, they add another dimension to perspective.” In the future, Yaqub looks forward to traveling more, finding inspiring stories to document. He aims to focus on “spectacular natural and human wonders that really lift the spirit.” His partner for the journey? SmugMug. “Sharing these stories with the world requires a great platform with great security, display and printing.” (Yes, we’re excited, too.)
Beauty is as beauty does
SmugMug’s customizability has allowed Yaqub to bring the powerful esthetic seen in his work to his galleries. “SmugMug customization is this magical tool that transforms the basic look of a portfolio into something totally different, depending on the desired output,” he says. Along with SmugMug’s photo display and big, beautiful gallery styles, Yaqub endorses the “stretch” feature that lets galleries scale to available display size, optimizing the gallery for full-screen slideshows, which he terms “a breathtaking experience.” Other feature faves: the ability to retouch photos after orders are placed and creating effects with PicMonkey when he isn’t working in Photoshop. The tools SmugMug provides to safeguard his work are also important. “I can create as many watermarks as I want,” he says. “I have made quite a few for different purposes.” He also uses print marks to keep his work safe from alteration.
An eye for culture
Galleries in countries as diverse as Malaysia, India, the UK and the US have featured Yaqub’s work. International fans tell him they appreciate the glimpses he offers into the lives of typical Pakistanis. He has developed a singular perspective, using his camera to take viewers closer to spectacular human and natural wonders—or, as he calls them, “beautiful creatures that are impossible to see with the naked eye.” Yaqub points to his tendency to look at ordinary things differently as the reason his shots are memorable to admirers. “Culture is as diverse as nature,” he says. “It makes our world so beautiful and lively and charming to shoot.”