A passion for photography runs through Ionut Macri's family. Both his father and grandfather were keen amateur photographers and he learned how to use a camera and print photos at an early age. Ionut went a step further, though, making photography his profession and becoming one of Romania's most successful advertising photographers.

Ionut now has over 25 years' experience producing visuals for major national and international brands, and he runs Macri Studio in Bucharest, which has won numerous industry awards and accolades. He first had the idea of becoming a professional photographer when he bought his first camera, a Canon EOS 650, while he was still at high school in 1990. "It was not easy for us in Romania to buy the latest cameras, so when I bought the EOS 650, it was like a miracle – it had autofocus and was motor-driven," he remembers. "It blew my mind. With this camera, I felt everything could be achieved."

In his early years in the industry, Ionut specialised in product photography. "It wasn't glamorous, but I was very happy doing product photography and I became very good at it," he says. He later combined his advertising work with editorial photography, shooting fashion and celebrity portraits for magazines including GQ, Harper's Bazaar, Glamour and Elle. He has also had landscape and nature images published in National Geographic Traveller.

However, advertising has remained his specialist area of photography and for many years he has produced high-end commercial images for international brands. His company, Macri Studio, is well-regarded in the industry. Its awards have included being named as one of the Best 200 Advertising Photographers in 2010-2011, 2016-17, 2018-19 and 2023-24 and one of the Best 200 Digital Artists Worldwide for four separate years. Both of these annual awards are conferred by the influential Lürzer's Archive magazine.

Even though Ionut has made a successful professional career from photography, he also, like his father and grandfather, enjoys the pleasure of taking photographs in his spare time and holidays. That personal work includes aerial photography, landscapes, cityscapes and portraits. "I am passionate about light in all its forms," he says.

How have mirrorless cameras changed your photography?

"For me, mirrorless was a revolution and I find the electronic viewfinder is a big advantage. Before mirrorless, I would stop shooting to check my images on the LCD screen before continuing. With the EVF's exposure simulation and image review, I see the image without taking the camera from my eye and I just keep shooting. It's very instinctive and it helps me a lot."

What makes a really strong image?

"I think a strong image has to communicate some emotion. In terms of ingredients, the lighting is important, the composition, and of course the subject has to be memorable."

What advice would you give someone who wants to be a professional photographer?

"For anyone who wants to be a photographer, I'd advise them to open their eyes to the world and find inspiration in good photography, films and paintings – whether that's the Old Masters or more modern photographers."

Photography is a very competitive profession. How do photographers make their work stand out?

"It's hard. There are a lot of recipes for different styles. Instagram started this trend with different 'filters' and people rushed to use them to make their photos look different. In fact, it's the opposite – they all look alike. Instead, I'd advise trying to find a style that suits you and creating the kind of images that make you happy, hoping that if they are made with dedication and talent they will stand out from the crowd."

"Cameras have evolved to the point where you no longer need as much technical expertise. The technical side can be learned, but the camera is just a tool for creating images. You need to be more than a technician – you need something to say with your camera, which is more difficult. To be a good photographer, it's important to find your own unique voice."

Facebook: @MacriStudio

Instagram: @ionutmacri

Website: macristudio.com