Cassio Cappelossa, Global Brand Identity and Merchandise, has 28 years of experience working with Hewlett Packard Enterprise in a range of roles. Now, he graces us with his knowledge as one of the judges for the Corporate & Industrial Photography category for the Spotlight Awards. He talks about his love for photography and about what he hopes to see in this year’s contestants.
Production Paradise: Could you give us some insight into your background and your journey to your role at Hewlett Packard Enterprise?
Cassio Cappelossa: I have 28 years with the company and have fulfilled a number of different roles since I joined, which included functions in IT, Logistics, Sales Support and Productivity, Sales Operations & Quality and finally Marketing where I am today. I have vast experience working and supporting the Latin American region and for the past 10 years I have held positions at a global level, working with the Americas, Europe and Asia Pacific. The broad exposure I have had throughout my career has offered me the unique lens to understand the company from both a big picture, but also capable of diving into details if needed. More recently as the leader for brand identity and merchandise for HPE, I have had the chance to bring my creative side to full expression in what I do every day, which brings me great pleasure.
Production Paradise: What made you want to be a judge on the panel?
Cassio Cappelossa: As a creative and a person passionate about photography I am always interested in seeing what other people are shooting, how they see and perceive the world around them. Furthermore how they bring their own creativity to put a spin on how images are normally shot.
Production Paradise: What is it about Corporate and Industrial photography that appeals to you?
Cassio Cappelossa: I believe the term corporate photography brings a certain stigma with the name that is no longer valid – corporate photography, be it showcasing products, lifestyle images that reflect your company’s spirit and vision, or even places of work can (and should) be shot in a natural, fun and, why not, sexy way. That is what appeals to me. The fact that I can take a rack of servers and direct someone to shoot it in a way that makes it beautiful, sexy and appealing to the world.
Production Paradise: What are some of the trends that you see in Corporate and Industrial imagery?
Cassio Cappelossa: I am happy to finally see the departure of the “canned” style of photography usually done for corporations – posed scenes and talent that do not reflect the diversity and heterogeneous make-up of employees these days, no matter where in the world you are. The awareness that Corporate and Industrial imagery can be more fun, light, expressive and not redundant seems to be clearer than ever.
Production Paradise: What sort of images would you like to see in the competition?
Cassio Cappelossa: All sorts… I hope that this contest will truly bring the “what is next and hot” in this category of photography.
Production Paradise: What are you looking for in a photographer?
Cassio Cappelossa: A unique perspective, a fresh way to look at scenes, angles, the use of color (or absence of) so that the shot has multiple meanings, not just the obvious one. When I look at photos anywhere I am looking for the journey, not the destination and I try to recreate in my mind what that particular photographer might have thought, felt, sensed when the image was shot. If a “scene” forms in my head at that point – I am interested!
Production Paradise: In what ways do you think Production Paradise Spotlight Awards could benefit photographers?
Cassio Cappelossa: I am quite aware of how difficult it is these days to get any exposure and set yourself apart from the photographer next door. Awards like this one offer a unique chance for professionals to hopefully get their work out there for the world to see, receive some positive feedback and some constructive criticism if that is the case. It is a platform to expand one’s network of people who can later become influential in that person’s professional life.
We thank Cassio for taking the time to speak to us; now you know how to catch this judge’s eye, pick your best corporate and industrial shots and enter the Spotlight Awards!