Lease artwork "Non Smettere" by Sandro Goldoni with an option to purchase

I was born in 1953, in Modena. For 15 years I have lived in the hills, 20 km further south, but I continue to work in the plains, between Modena, Reggio and Bologna. I have been an advertising photographer for thirty years. In the 70s and 80s it was the most beautiful job in the world, after the theater actor. There were a lot of small and medium-sized customers who had discovered they could afford a good catalogue, a little advertising... their eyes widened in front of your optical bench, your battery of electronic studio flashes, your very expensive 13x18 color photo... they were almost happy to pay what there was to spend, to have a job well done, like professionals. They expected, to be clear, and also a lot, but this only enhanced professionalism, motivated creativity... if you had something to say, you found opportunities to do it. And you lived well, bad luck. Computers were still dumb machines with little green ants flickering on little black screens.
I love digital. It made me rediscover the pleasure of producing images, with the acrobatic lightness that comes from finally seeing what you are doing while you are doing it. From Lascaux on, anyone who decided that he wanted to work with images had to do nothing but look at what he was doing while he was doing it and compare it with what he had in mind: if something didn't work he could do it again, and work on it until he was satisfied. Not photographers. And so, for well over a century, we have all believed that the difference between a good photographer and a bad one was that the former took the photos, the latter didn't. With digital technology, even a lemur can make excellent reportage shots, perhaps even make us an exhibition that almost certainly someone will review enthusiastically… the only way we have to distinguish ourselves from him is to have some ideas before starting to shoot, and use them well. digital, to check if what we're doing resembles what we wanted to do and maybe use the display to come up with better ideas as we work on it. The first time I put the digital reflex next to the optical bench, to take the details of a shot of furniture, already made in the plate, I enjoyed it so much that I immediately returned the old passion for the nude and the portrait, dormant from time. My work consists of still life, food, ceramic and furniture catalogues… you won't find one here. Here is Mr. Hide, Dr. Jekyll prefers to stay out of it. Mind you, nothing provocative, "transgressive", "blasphemous", "trash", "pulp", "off" (guys, everything we do has already been done and widely digested, you can bet on it ...), indeed, everything is very soft , cloyingly “pictorial”… at most a thread of eros, a few tears of sensuality, the scent of amused narcissism. I like it this way. I love making the people I work with feel good, a shooting must first of all amuse, relax, make the person I portray feel beautiful, with whom I travel...

• Nationality: ITALY
• Date of birth : 1953
• Artistic domains:
• Groups: Contemporary Italian Artists