Giuseppe Ceroni of Sudest 57 shares his personal insight on three international photography stars.
Steve McCurry, Dario Mitidieri, and Joey L. represented in Italy by the Sudest 57 agency. They belong to three different generations, hail from different nations, and embody a unique story. At the same time, all of them exemplify the extraordinary power that photography can wield over society. Time and time again, their shots have shed light on places, cultures, issues, and fragilities in our world, capturing the public’s attention.
To discover how the artists work and what drives them, we interviewed Giuseppe Ceroni, from Sudest 57 agency. The photographic consulting and production agency collaborates with the photographers in various stages of commissioned projects, managing their relationships with clients and contracts. For those who may not be familiar with their work, here is a brief introduction of each photographer.
Steve McCurry: The Living Legend
Born in 1950, Steve McCurry needs no introduction. The world’s most renowned active photographer, he’s a true global icon with a broad and diverse audience spanning all ages and social backgrounds. In addition to creating some of the century’s most iconic images (such as the “Afghan Girl”), he boasts a photographic archive comprising an impressive quantity and quality of shots accumulated over a career spanning more than 40 years. Among his numerous endeavors is Imagine Asia, a non-profit organization founded by Steve McCurry and his sister Bonnie. The association carries out projects in Afghanistan, with a special focus on children and women.
Dario Mitidieri: Advocating for Rights
Born in 1959, Dario Mitidieri is an internationally acclaimed Italian photographer and one of the most awarded. A veritable reporter, his work is characterized by a genuine, sensitive approach to the subjects he captures. Each of his photographs weaves together tales, stories, and emotions. Mitidieri is one of the few who has snapped “the iconic photo,” much like Steve McCurry, Henri Cartier-Bresson, Elliott Erwitt, James Nachtwey, Gianni Berengo Gardin, and a handful of others. His series, “Lost Family Portraits,” drew global attention to the plight of Syrian families taking refuge in Lebanon.
Joey L.: Beyond Photography
Born in 1989, Joey L. has been a professional photographer since the age of 17 and is one of the most intriguing young talents in the international photography scene. Along his noteworthy path as a portraitist, storyteller and video-maker, Joey L. alternates between commissioned productions and personal work. He recently published his latest book, “Ethiopia,” a collection of images from over 10 years of work. He’s received several awards for his short film, “People of the Delta,” and has collaborated with numerous brands engaged in social activities.
We asked Giuseppe Ceroni for his insight on the photographers and their work.
Q. In your opinion, based on your familiarity with each photographer, what common traits do they share?
A. It may sound trivial, but what these great artists have in common is a passion for their work. For example, I’ve seen Steve McCurry take his camera and go out to shoot street photography after a strenuous day of shooting for a client… The same goes for Dario, who always has his Leica with him. Joey L. is the embodiment of dedication to work in all its phases.
I’ve seen Steve McCurry take his camera and go out to shoot street photography after a strenuous day of shooting for a client
Q. What makes them unique?
A. It’s difficult to define these artists in a single word, but I can say that Steve McCurry is unique for his sense of composition, skillful use of color, and his ability to see the scene. Dario Mitidieri is unique for his ability to isolate the situation and convey the boundaries of a story. Joey L. for his methodology, which allows him to control every phase.
Q. Besides the iconic photo and individual personal projects, what’s the significance and advantage for a brand, foundation, or organization that works on a project with professionals of their caliber?
A. Sudest 57 was founded in 2002 with the idea of connecting great photographers with companies and foundations to create special collaborations for both parties. Working with renowned artists to convey their vision through more personal and engaging images, distinct from those of commercial or fashion photographers, injects fresh energy, inspires new perspectives, and fosters discussions in the corporate realm. Moreover, the projects become part of the brand or foundation’s history. For the artists, aside from the economic compensation, which is often reinvested in personal research projects, it’s a way to take on new challenges and share their art.
Q. How do the best social photography projects come about?
A. There’s no single recipe, but there are various examples that demonstrate how it’s possible to build powerful projects capable of impacting society. Some may be fundraising projects, like the one created some time ago for the “Doppia Difesa” association with Eolo Perfido, where he portrayed 30 men holding a red shoe to raise public awareness about violence against women. Others, like Dario Mitidieri’s “Lost Family Portraits” project, were created with Cafod and M&C Saatchi to highlight the plight of Syrian refugees.
There are also projects fully supported by a brand for informational and educational purposes, such as Lavazza’s sustainability project, “Tierra!” – a photographic documentation by Steve McCurry spanning 10 years – or Joey L.’s project for Novartis, which took him to six countries on four continents to capture stories that change the lives of doctors, scientists, and patients.
Q. Do the best opportunities always arise from new productions?
A. No, not necessarily. I recall, for instance, the exhibition “Children” organized in Bologna for the International Day of Children’s and Adolescents’ Rights proclaimed by the United Nations. On this occasion, some of the most impactful images of children by Dario Mitidieri, Steve McCurry, and Elliott Erwitt were selected, generating great media and public interest. Looking ahead, in November 2023, there will be GoodstArt, the second edition of an important charity project with the art world. The auction, conducted with Christie’s and Triennale Milano, will raise funds for the Neuro-motor Rehabilitation Center for Children that the Tog Foundation will inaugurate in Milan in autumn. Four of our artists – Dario Mitidieri, Susi Belianska, Eolo Perfido, and F31 – have donated a photograph close to their hearts from their archives.
Photography has the unique power to convey a message in an instant, but you can also spend hours just looking at it.
Q. Do you truly believe that photography can act as a catalyst for change?
A. Yes, I genuinely believe that an image can effectively convey messages and drive change. Or rather, it’s already happened.
