BenQ Ambassador Jon Hernandez, also focusing on artificial intelligence

Jon Hernandez

Photographer / Spain

Renowned commercial photographer
Collaborated with Samsung, Powerade, Women’s Health, Land Rover, and Chelsea FC for brand photography

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Having a color calibrated screen helps me see the contrast when I'm lighting in my studio, this is super important and usually is not really taken care of. Creating a light setup for an image is a highly visual process where if the screen is lying to us, can have bad consequences for the final image. Besides that, retouching on a high-quality screen like the BenQ SW is much easier and better than on a bad screen, I can see what I’m doing and what the final result will be like.

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What challenges do you face as a photographer, and how do you overcome them?

As a photographer the biggest challenge is making your vision a reality. Today with current technology things are easier, but it's easy to get carried away and lose vision as well. So, the hardest thing is finding your focus, and staying with it. To get this done what works for me is to do personal work. Work that I feel proud of and enjoy every step of without having to answer to a client. This makes me keep raising my bar and doing what I can do and not what the client lets me do.

Is there a subject or location you dream of capturing in your photography?

Plenty, any interesting people from communities that are disappearing amaze me. I’ve done a lot of projects with them, but there are still many to come.

Besides photography, do you have other passions? Are these related in some way to your passion for photography?

No not really, photography is the thing I would do if i didn't have to work I guess.. Of course I love traveling, but wouldn't call it a passion.

Which photography techniques or topics have fascinated you recently?

To me lightning has always been the thing… Understanding light as a communication language and not as exposure is one of the strongest transformations you can make as a photographer.

What drives your passion for teaching photography?

The results. People really can improve very quickly with just a few changes on their understanding of photography. The world we live in is made for quick and fast, and getting someone to change that and focus… it makes a big impact.