How do we see?

We do it all equally by the fact that light enters the cornea, hits the retina and it is transmitted to the brain. At this exact moment, we start to see differently from each other, even before you consciously know what it is that you’re looking at, you’ll be dragged to interpret an image according to your personal experience, culture, education and mainly by the social environment you grew up in.

At a young age in Brazil I was astonished by the box with lens that freezes time. In the same way I felt about TV (coming from my generation it’s inevitable) where commercials were many times more fun than the shows. I ended up at college for communications and advertising. At that time photography was my mistress. I’d sneak from college assignments and shoot like I was doing something prohibited. After graduation I came to the US for my Masters in Marketing, but fortunately before starting it I decided to make photography my living. I attended the Center for Digital Imaging Arts at Boston University where I developed and polished my photographic sight.

I believe that for the world that consumes one needs the acuity to capture others dreams and translate them through lighting in the most desirable way. For the people who want to build an image of themselves in others minds one needs to look them in the eyes and extract who they really are. For everything else I need my view to express how I see.

© Elias Polcheira 2011

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