Why we're loving: Rankin, photographer

Rankin directed the new campaign "#StartBreathing" for the shoe brand Geox. It features stylised images of models in dynamic poses.

Rankin: 'The stakes are always higher when you're trying something new'
Rankin: 'The stakes are always higher when you're trying something new'

How did you get involved in the project? I’ve known Logan Wilmont, the executive creative director at Doner London, for a while. We’ve worked together in the past and were looking forward to doing so again in the future. This project was that chance.

Tell us more about the shoot. It was a lot of fun. There was a great energy all day. When you’re shooting a film all about movement and dance, you’ve got to crank the music up and have some fun. The camera doesn’t lie. On top of that, we were trying to do something different. Everyone really got on board with it. It was one of those campaigns where a brand said it wanted to take a bold new step and genuinely followed through with it. You’re always grateful for those.

What was the biggest challenge? The stakes are always higher when you’re trying something new. It’s harder to get people to buy into it and be able to imagine it. Our editing team had developed this technique evoking breathing. And we needed to make sure the visuals, music and edit worked together effortlessly. I hope the results speak for themselves. 

What made you become a photographer? I was studying accountancy at university and living with loads of art students. They seemed to be having way more fun and going to much better parties. That’s how it all started.

Where do you get your inspiration from? I’m naturally very inquisitive and find meeting the people I photograph and work with the most inspirational. But everything that surrounds me – from music to film to where I am in the world – is a source of inspiration.

I do a job that I love. It’s like getting paid to do your favourite hobby. I’m inquisitive about people so getting to shoot them day in, day out is the only creative inspiration I need.

What is your favourite photograph (of your own and of someone else’s)? It’s not photography but I love anything by Caravaggio. He was the Scorsese of his time. My favourite work by myself is always the next photograph I take. But my favourite subject is my wife, Tuuli.

What advice would you give to budding creatives? You’ve got to be many things. Inquisitive, driven, bold. But the most important is to be honest in your work. Always. People can spot it a mile off when you’re not.