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First off, let’s just get this out of the way, how do you pronounce your last name?
Krov - blit, the O is long. The Kro is pronounced crow. The V and B together, that's what really throws people. I jokingly say that I cannot pronounce my own name before about 10 am. But it’s kinda true. ;)
Your cover photo seems largely inspired by the many fashion shoots of famous pregnant women. When did you first get the idea for your version, and was there a specific shoot or celebrity that particularly inspired this photo?
This photo was inspired by the Annie Lebovitz’s Demi Moore shoot for Vanity Fair. The shoot itself was created for a new beer being launched. The ad line was “Expecting Soon.”
Was this image for a personal project or a client?
The client was Hops City.
Much of your image’s hilarity comes from the model’s, errr, "curves." How did you find this guy, and is he related to Santa Claus?
Funny you should ask. I had recently shot my Christmas mail campaign, and I found Richard through a friend. He posed as Santa for me. So when the agency came to me with this project, I was like, “I got the perfect guy for this!"
One aspect of the image that stands out along with its poignant satire, is its relative simplicity: a big guy and a gray background. Do you prefer simple shoots that require relatively little setup or more expansive projects involving CGI and/or larger scale production sets?
I really love shooting people. I do a lot of big set production with lots of people and things going on. But, I also love being in the studio with one person and a camera. That said, conceptual, quirky images are what I'm really into.
The humor and satire seen in your cover photo is prevalent in much of your other work as well. Did you make a conscious decision to focus on this type of photography, or did it happen naturally?
I guess that is just me. I love humour. I think it is the quickest way into someone’s heart or mind. I also love that “ah ha” moment: you know, the moment when you see the picture within the picture and you have a new love and interest of the image.
How do you come up with the ideas for these types of series?
The ideas come from all over: movies, a book, walking down the street. But a lot of the time, it's just me and my buddies hanging around and talking smack when the ideas come to me.
Do you prefer personal projects or professional assignments? Over your career, what has been your favorite shoot for each, personal and professional?
I love to shoot professionally and prefer it. Each time I come up to bat, I see the opportunity to not only create great ads, but to make them something special to look at. My favorite pro shoot has to be for Ballistik Hackey - Goalie skin rug. I had the opportunity to build the most amazing set with all the bells and whistles that made it an award-winning piece. The personal project that comes to mind is a medical anatomy book I created that is called Krovblit Living Anatomy. It is a look through the many layers of the human body and soul.
You have a substantial amount of experience in motion as well as still work. How does your mentality and shooting process change when working on a motion project?
Really, it is a natural extension of what I already do. I am used to working on large-scale stills projects, which encompass many of the same characteristics as directing a video. For example, when I shot BudCamp for Budweiser, we had over 100 extras on set and shot over three days on a sound stage. There I was, fifteen feet above the crowd with a megaphone
What is your dream project? (motion or still, working with anybody, anywhere, anytime...sky’s the limit)
Right now my dream project is to direct a film inspired by one of my favorite authors, Roald Dahl.
Lastly, what advice would you give to fellow photographers looking to combine strong imagery with a sense of humour?
10,000 hours. It's just true. Whatever you want to do, and do well, will take at least this amount of time. Don’t be lazy. Chase your ideas and make them happen. It's the only way to get to the really great stuff, professionally and personally.