“Concept without Technique is lame, Technique without concept is blind” – Atton Conrad
Atton Conrad O’Murchadha is a London based Advertising and art photographer specialising in Light manipulation and concept work. His recent works are a product of light painting with custom brushes and layering. The images are not a product of retouch, they are unique results created by unique methodology.
London-born, Belfast-bred and originally set for a career in science, the inherited genes from an artist father & actress mother prevailed. He made for the bright lights of his birth city to pursue his love of photography.
Atton learned his skills via the well-trodden route of photographic assisting for eight years for London advertising & fashion photographers. He worked with names such as Nadav Kander, Terry O’Neil, Iain Crawford and was the agency assistant for Terry Manduca. He honed and developed his superior lighting & production skills in fashion and beauty turning professional photographer himself five years ago. Originally he directed his career towards the intensely creative arena of cutting edge art / fashion; successfully shooting for many magazines such as 125, Issue one and Flux.
It was the Futures Light’ story in 125 Magazine where he light-painted dresses on to models that the development and love of his light painting techniques began. They were further honed on the international Hennessy print Campaign ‘Blended with Talent’ for Louis Vitton Moet Hennessy after his switch to art and advertising, a more fertile arena for the technique.
“ it started with light trails, but grew far beyond that, as I developed my methodology and custom designed ‘light brushes’ i realised that the techniques could give me incredibly fine control over light and texture, to a unique almost hyperreal result. I have always been known for my classic lighting, and still take great pleasure in it, but this took it a completely fresh direction.”
The process is an intensely visceral one, almost a dance with light, as Atton physically paints the subject with light brushes in a blackout studio whilst remote triggering the camera. These techniques are employed to create images, of both people and objects, with a certain quality separate from those created by traditional means alone.
“I love technology, I have used photoshop for over a decade, but there is a certain quality I want to create that is unobtainable by the usual route alone”.
Conrad continues to work on commercial team projects, using all forms of lighting, and developing his personal fine art and video projects.
Top clients include:
Hennessy LVMH, Belvedere vodka (Asia), Kent cigarettes BAT, O2, Coral betting, Karma electric vehicles – karma Rovero, Aston Martin, Breise (…)