As a self-proclaimed “non-conformist”, Lima thrives to do the “wrong thing”, which has resulted in a top shelf commercial client roster that includes Disney, Sony, T-Mobile, and many more. His passion for technology, street photography, soccer, and urban toys was born in São Paulo, Brazil. Frequently shooting on the road, Lima is fluent in Portuguese, Spanish and English.
When did you first know you wanted to be a photographer?
When I was still in college. (Marketing & Advertising) We had our first professional studio workshop and I felt in love, just being able to start from a blank canvas. I’ve always loved having full lighting control so the studio has always been appealing to me.
You’re inspired by who or what?
OMG there are so many…my inspiration comes from a lot of places. Testino, Avedon, Annie Leibovitz and Mert & Marcus are amazing Fashion + Beauty photographers but also a few masters of street and documentary photographers like Fan Ho, Henri Cartier Bresson, Steve McCurry, Vivian Mayers and Sebastian Salgad. Also many designers like Jony Ive, Jessica Walsh, Marc Newson and Karim Rashid which I’ve had the pleasure to work with.
How has the pandemic affected you?
In many ways, but I have had more time for my personal work, which is very important to me. A personal project that got a lot of exposure was the Unusual Beauty Project which is a mix of my commercial (beauty) and personal work. I have created a site to showcase my personal work -- www.puffybrain.com
What is your take on the future of advertising?
It’s changing so fast right now. It’s more of “how you feel”, more subtle, no more “buy now"but the big impact is the medium. The printed page is not as strong as the online experience and the big agencies will have to be more aggressive to compete with the smaller agencies. It is a much faster pace environment.
A run-down of the most fulfilling campaign you worked on...
A few years ago I was called by Publicis Seattle to photograph the alter - ego of the T-Mobile “girl next door” magenta-dressed Carly Foulkes. They wanted to change her look and we came up with a sensual leather suit version, a real makeover! The campaign was called "No More Mr. Nice Girl" The challenge was to be sexy and sophisticated without showing skin.
The interesting thing is I got this big assignment because of my personal work. The art buyer saw my series Catwoman online and loved the look and feel.
Which do you prefer, still or motion…?
Still because telling the story in a single frame is a much bigger challenge.
What’s the best way to use the social networks?
It’s one of the main vehicles to showcase your work to your audience, no hard-sell, just show them what you like to shoot. The more authentic you are the better results you’ll get. You need to find your tribe. It’s visual communication so it’s very important to be on Facebook, Instagram, Twitter, LinkedIn and Youtube constantly and to show your best and latest work.
What would your ideal job be or consist of?
A monthly assignment in a different city every time, which would include fashion, portraiture and story telling.
Twitter handle: @caephoto
Instagram: @caephoto + @puffybrain_
Represented by Robert Bacall www.bacall.com