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Igor Sakharov — the head of the advertising photography Olympus.

Once, a full-time military officer resigned from service and embarked on a long and grueling climb uphill. His goal was to become a good professional photographer. Today, Igor Sakharov’s name is number one in advertising photography. If photographers lived on Olympus, he would be Zeus: the most important and the strongest.

Sberbank, Beeline, Pepsi, Russian Standard, Tuborg, Skylink, Nevskoe, Pentax, Viola, Karlsberg, Reso Garantiya, MTS, Subaru, Grand Hotel Europe, FC Zenit, Megafon, Talosto, Fosp — all these are his clients. Even Igor himself would hardly remember everyone he has worked with now. In his schedule, shooting days are booked months in advance.

They say that genius is talent plus a great deal of hard work. Sakharov works incredibly hard. He is not only a photographer but also a first-class organizer. For him, photography is a business. He creates a product and takes responsibility for its quality.

Success in advertising photography is impossible without a perfect image. To achieve it, he does not resort to Photoshop. His best friend is correctly set lighting. Igor is a photographer who has never neglected physics. He can assemble the most complex lighting setup in just 15–20 minutes.

Technical perfection alone is not enough for success. The second component is the idea; the shot must be interesting. By putting his soul into it, the photographer brings his works to life. Sakharov is always interested in absolute results. There are no half-measures for him. If he doesn’t like a client’s idea, he will still implement it but will also propose his own. Even if it takes twice as much time and nerves.

Igor Sakharov generally loves solving only complex challenges. He finds it more interesting to work with complex shapes and reflective objects: he frequently shoots glass and water. There is probably no beer brand he hasn’t worked with.

He also photographs people in complex ways. The model must be charged with energy. His subjects sometimes complain that he is very tough during shoots. But the result makes them forget all grievances.