Capturing Grace and Style in an Indian Market
PLUS: New $300 February Contest for Moment
Last year, my team and I landed a dream project—creating the launch campaign for Leica’s new SL3-S camera. Knowing this was a rare opportunity to craft meaningful visuals featuring our culture, I began mapping out a series of productions to support the story I was building. One of those stories focused on the contrast between heritage and modernity.
The Details
For this shot, I used the Leica SL3-S with my trusted Vario-Elmarit SL 24-90mm lens as part of a Leica campaign. With settings at F4.0, 1/200, and ISO 200, the balance of depth and detail was spot on. But to get this result, we needed a light source. The Profoto A2 with a click-on softbox delivered clean, directional light—pound for pound, the best strobe investment you can make.
The Context
This is a photograph I’ve come to appreciate. The subject, the styling, and the colour all come together to create a visual that’s become a meaningful part of my work—an environmental portrait layered with subtle meaning and designed to invite extended contemplation.
I don’t aim to shock or overwhelm with most of the pieces I create. Instead, I build visuals meant to be savoured over time, like a thought-provoking idea you let marinate until it transforms your perspective.
Every element—the repeating circles, the careful composition, and even the embedded text—works in concert to tell a story: a story that contrasts who we are today with where we’ve come from. I won’t reveal more about the image; I want you to experience it firsthand and draw your own conclusions (I’d love to hear your thoughts in the comments).
Now, let me take you behind the scenes and show you how we crafted this production.
The process began with finding the right people. I needed both a skilled stylist and a compelling model, and fortune favoured me when I discovered both at once. I reached out to a trusted stylist in India, and when I mentioned the concept, she immediately suggested her own grandmother as the model. This was a transformative opportunity: a woman who had never been photographed in this way, yet whose face carried the energy and grace needed to tell our story.
Next, my team and I searched for a location that would breathe life into our vision. We ventured into Moore Market—a place I hadn’t fully explored before. Wandering through its varied corners, we zeroed in on the area that specialized in machinery and electronics. As we navigated the narrow corridors, I began framing potential scenes on my iPhone, identifying at least five locations where the portrait could truly come alive. Along the way, I engaged with local shopkeepers, explaining our project and securing their permission, which would make our process smoother the following day.
With our model and location confirmed, it was time to perfect the visual narrative through styling. I collaborated with our stylist to curate outfits that were bold, modern, and vibrant—complementing the market’s natural palette without overwhelming it. A great stylist is worth their weight in gold, and ours proved exactly that. With every element in place, we were ready to begin the shoot the following day.
For those familiar with Church & Street, you know how crucial preparation is to my process. Weeks and months of brainstorming laid the groundwork for this series, and our meticulous attention to detail on location ensured that when it was time to shoot, everything fell into place seamlessly. We floated from scene to scene, capturing each frame with ease. Even as we grew physically tired toward the end of our trip in India, our creative energy remained undiminished—it was a shared flow state where every moment felt purposeful.
In the end, I was proud of what we created together—this harmonious blend of modernity and heritage that also resonated deeply with Leica’s ethos. Which brings me to the takeaway for this week. When you’re given the chance to create meaningful work, be it for yourself or a brand you love, start with your story, gather your tribe, prepare like your life depended on it, and build something that speaks to who you are. It may not be the only path, but it’s the best one I know.
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January Contest Winner
Congratulations to the winner of last month’s contest:
Alex M.
You’ll receive an email directly from me on activating your gift card. Enjoy!
February Contest
This month, I’ll be giving away another $300 gift card to the Moment Shop where the winner can save big on their next camera, lens, bag, or courses. Moment has so many creative products to choose from and $300 can absolutely make for a better deal.
How will I pick the winner? Make sure you’re signed up for this newsletter then leave a comment on at least one post from this month. I’ll be randomly picking one person, confirming they meet the requirements and contacting them directly before announcing the winner publicly.
Once again, this contest is void where prohibited by law. Good luck!
My thanks to the team at Moment! Not only for this contest but for being the longest supporter of my work online. They’re a lean team of passionate creators that truly believe in supporting other creatives on their journey. Whether it’s a new camera, lens, workshop, or just some great articles, visit ShopMoment.com today.
What’s Next?
Over the next month, I’ll be sharing more stories from this campaign and exploring the Leica SL3-S in greater depth. If there’s a particular angle or topic you’re curious about, please drop a comment below. Several of you expressed your interest in a camera review. I just don’t have an interest in writing first impressions or reviews anymore. That being said, I’m excited to more of a retrospective that delves into the SL3-S’s nuances after extensive use. Stay tuned for that deep dive in the coming months.
On a personal note, I’m off to Tokyo this week for the premiere of a music video I filmed in 2023. It’s shaping up to be a memorable trip, and if you happen to be in the city, I’d love to meet up. Let me know in the comments if you’re around—connecting with readers in Tokyo would really be a highlight of the trip.
GB
This is one of those stories that just adds fuel to my fire for visiting India and capturing stories of my own there
Hi Gajan… I followed your message about preparation, stylist, model .. location scouting leading to the shot you so had in mind.
Just out of curiosity would an impromptu approach to getting that shot work as well? Like walking around and taking random shots.. sort of like street photography where there might be one banger shot in the 1000 you took that day?