Between Creativity and Technology

A few weeks ago, I caught myself asking a familiar question: does tech really matter?

Looking through old folders and hard drives, I realised the answer is not that simple. Some people will say no, that it’s never about the gear but the person behind it, the intention, and the creativity poured into the work. And they’re right, to a point. There are countless people doing remarkable things with the bare minimum, a phone, or an old camera.

Still, I’ve come to believe technology does matter, at least to a certain extent. Yes, we have more tools than ever, and most of them perform well enough for almost any situation. But if you want to move forward, to reach your next level, technology can open new doors and ways to explore.

For me, that became clear a few years ago. But I think there’s a third element that matters just as much: learning.

While culling through my old hard drives, I found my first attempt at real estate photography. The photos were, honestly, terrible. I had a good camera back then, but very little idea of what I was doing. Over time, I learned more, applied it, and achieved much better results. Then, when I upgraded my gear, another world opened up: video.

I’d always been interested in it but never took it too seriously. With the new camera, I began to experiment, to find new ways to express myself and show my work. It was exciting and frustrating at the same time. I made plenty of mistakes, like shooting in NTSC instead of PAL, and struggled to escape the “whoosh here, whoosh there” real estate video style that’s so common.

But through all that, I started to understand the balance between creativity, skill, and tools. Each one needs fine-tuning. Even when one of them falls short, it doesn’t mean the work will fail.

In the end, what matters most is the vision, knowing who I am and where I’m heading.

The video you’re about to see is the result of years of experimenting, learning, and refining that balance. I hope you enjoy it.