Yosh Negroni

Our interview with Yosh Negroni, a creative director and photographer based in Zurich. Yosh uses his art to explore and capture the full range of human emotion, whether that be moments of intense joy or reflective sadness. Alongside his photography work he has also directed music videos.

"That's the beauty about Art, my reality doesn't have to be your reality"


What is it that you love about film photography?

“What I love about film photography is that you only have 36 shots, so you have to make them count. You have to think about every shot and try to capture the essence of the story that you want to tell.

When I shot these pictures with Naomi I was (and maybe still am) in a very dark spot. I tried to show the beauty within fear and sadness.

Yes she is sad. Yes she cries, but she is going to be ready to evolve. In the end that‘s all we want. We want to be better tomorrow, than we were yesterday.”

How old were you when you first used an analogue camera?

“I started shooting at 24, a little more than a year ago. We never had an analog camera when I was a child so I don‘t have any emotional connection to it. The reason why I started is actually pretty fun: I used a disposable small cam and pretty much loved it from the first second.”

What inspires you the most?

“Humans, faces and their stories. I find comfort and inspiration in sadness and misery, which sounds kind of dark but it makes sense - think about it - things that make you sad are way more present in your head than things that make you happy. I often talk with my models about things that made them sad in the past (it‘s important that they are emotionally done with that) and try to catch that feeling in my shots.”

Can you tell us about a book/film/music that you’ve come across recently that has left a lasting impression on you?

"Pink Floyd - Dark side of the Moon. This is my go-to album if I need to think about new shots. Listen & get inspired!"

If you had to go back and tell your 18 year old self one thing - what would it be?

“If you don‘t put yourself first, no one will - I still need to learn this.”

How did you stay creative during lockdown?

“I think the lockdowns are pretty hard on some people. Please ask your friends how they feel - mental illness doesn‘t have a face. I tried to write more, I watched movies that I usually wouldn‘t watch or started to take pictures of my dog - who is the most beautiful & best boy."

A favourite inspirational quote?

“Easy. ‘If you have the ability to love, love yourself first’ by Charles Bukowski. So simple, yet so powerful - I have so much love to give but I struggle so hard with self love, which is kind of ironic, isn‘t it?”

Can you tell us about these images?

“Never trust a mirror for it only shows your skin. She is sitting in front of a mirror, exposed to herself and her thoughts.

Is she breaking the glass because she is scared of that intimacy or because the glass symbolizes a prison for her fears from which she wants to break free?

Thats the beauty about Art, my reality doesn‘t have to be your reality."


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