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© Nadja Frey
The Bernese has been working as a freelance photographer since 2001. She mainly works in her photo studio in Hinterkappelen, but also enjoys being out in the countryside. She writes on her website that every new assignment is a new challenge, which she still approaches passionately, but with respect and curiosity. The editorial team asked her about her self-employment, her assignments and challenges in her everyday professional life.
Why did you decide to become self-employed? After a great four-year apprenticeship with photographer Jules Moser in Bern, I travelled to Australia, bought an old car and spent half a year alone in the desert. In search of the meaning of life, it was clear to me that I wanted to be free and start my own business as soon as possible. Two years later, with a loan of CHF. 3000, I bought a second-hand Rolleiflex and three lamps.
How was your start in self-employment? The big advertising jobs hit like lightning. I could hardly believe my luck - until digital photography became the big thing. Then the world of analogue photography with film and Polaroids broke up and my photography changed enormously.
How do you cope with digital photography today? I was very suspicious of digital photography and fundamentally doubted the direction my profession was taking. When, after much hesitation, I bought a Hasselblad with a digital back and learned how to use the computer and the programmes, I came back to my professional life with conviction and verve.
What else has changed? I miss the direct exchange with the customers. That was different at the beginning of my work. Today, when the order comes directly from a company, we only communicate via the computer. With commissions that go through an advertising agency, at least someone shows up in the studio from time to time. Since my exhibition at the Kornhausforum (2019), portrait photography has picked up. So more life is coming back into the studio with the people. Today, I also lack the appreciation for good image quality. Prices are often depressed. Today, I can still allow myself to say "no", even though my heart bleeds for exciting jobs and the decision gives me sleepless nights.
Architecture, landscape, documentary photography and photographing products are your main focuses. You are versatile on the road. I've never decided on a theme, because I like versatility. But creating a beautiful still-life image of an object in the studio with my light is one of the most beautiful things for me.
Why are you interested in outdoor photography? Nature is my battery! When I don't have a job, I go for a walk and of course a camera comes along. That's how it came about that I now have a collection of landscape pictures.
Is there a special shooting situation that has stayed in your memory? One incident in particular still makes me laugh today. It was my first job as a freelancer, for which I was bidding. I could hardly sleep, the fear that I wouldn't get the job because I was too expensive almost tore me apart. Days later, the art director contacted me and motivated me to bid again. I was not credible with this cheap offer. That no longer happens today. I have learned a lot in all these years and I haven't finished learning yet!
Translated with www.DeepL.com/Translator