Archana Vikram

At the outset, I was trying to fit in — and doing a fair job of it. Although my standards started out high I began to overlook them to just getting things done.

My foray in to photography began as an attempt to tap the potential of my images to open up the mind’s eye of the viewer. I wanted to transform the way the viewer would think of a situation, a place, a structure, the environs.

At the outset, I was trying to fit in — and doing a fair job of it. Although my standards started out high I began to overlook them to just getting things done. I began to disregard the principles I had held paramount for so long in quest of the next assignment, the next big concept/project. I also realised the industry I was in gave much credence to the whistles and bells, the processes, that pre-conceived notion that a team of assistants was indicative of your level of proficiency and professionalism.

As for creative interpretation, my limited clientele and the industry I found myself in, wanted less than I was prepared to give. All except one-An Architect, who saw the possibilities in my work. Believed in it. And gave me the freedom to soar.

I’m an artist. I love to create. But the deeper truth is that I love to explore and experiment — with shadow and light and structure and emotion. He understood, appreciated and wanted that in what I delivered to him.

For a long while I looked to others to affirm and validate my art. I found myself trying to understand the works of popular peers in an effort to grasp accepted measures of success. I wanted to create works that astonished my real and imagined audience. Only to be disappointed by their muted response So I gave up

Creating my deepest work is my driving force. I believe I need to own and control the process behind the images I make – I will.

I gave up trying to fit in. I fell back in love with making images, using my imagery to give voice to deeply held convictions.I’m done with the concerns of pleasing others I’m searching and finding my way as I create images.

With the feel of the material , the warmth of the light, the coolness of the shade, the play of shadows, the scratching sounds of the old lens and the joy of hearing the sound of the shutter capturing my vision of the moment forever. Knowing in my minds eye exactly the language of the visual simplicity and emotional & textural complexity of the frame just secured. I have laid the cravings of external validation to rest especially in the confines of my personal projects.

They are disruptive to my creative process. Whether the work is acknowledged and valued is not what’s important any more. Creating my deepest work is my driving force. I believe I need to own and control the process behind the images I make – I will.

I do not settle for anything other than the best possible concept/image/deliverable irrespective of the personal effort and time commitment beyond commercial limitations and within given conditions. I believe in saying no to hundreds of projects so that I can focus on the few that are meaningful and resonate with me. Ensuring that the work — both, personal & commercial — is embedded with nuances that are my own. I am happy to wrap up commissioned projects knowing that I have forged a bond with even the architect / designer by capturing the fleeting emotions within the structure/design beyond its physical existence and location.

I believe in deep collaboration and equally deep commitment in order to innovate in a way others cannot.

I will keep pushing the boundaries within my commercial work. Going beyond what is expected, creating images that are unique to my style & interpretation of the subject.

I believe that my manifesto of practice as it stands today, will grow to encompass varied approaches & thoughtful experimentation. Creating brings with it perils — the menace of fear, self-doubt, criticism, second guessing, procrastination and even resignation. These fears can be insidious. I will move beyond the fears and create.

I will empower my imagery through thoughtful reduction. I will continue to learn. Knowledge makes everything simpler. Simplicity and complexity are often interconnected. The duality is apparent in my deepest personal work — to me. That is what my images convey and it is the truth as I see and experience it. I would love for my viewers to make their own interpretations.

I will keep pushing the boundaries within my commercial work. Going beyond what is expected, creating images that are unique to my style & interpretation of the subject. I will have the honesty to admit when I’m wrong and the courage to change. I will sometimes take a break & unplug occasionally.

I will measure my value by what I create. I will embrace “not knowing” when I explore untrodden paths. That could be where the alchemy is, where wonder and amazement dwells. I will cultivate an attitude of introspection, exploration and experimentation.