Swedish automotive, lifestyle and commercial photographer Patrik Johall is known for his outstanding photography combining state-of-the-art technical proficiency with soulful style and creativity. Pursuing the image wherever it is found – on earth or in the sky, Patrik brings a rare amount of humility and common sense to his art. His creative and technical skills have made him highly sought after by a range of global clients such as Volvo Cars and Trucks, Bang & Olufsen, Audi, Mercedes-Benz and Sony Pictures.

We talked to Patrik and learned more about how he got into photography, what’s a good picture for him, his favourite shooting and his cherished motif.

1. How did you get into photography? 

Having completed an education in Graphic Design and Art Direction, I started working in the advertising industry. After a few years I realised everything ended up in a compromise. However, I did use photography as a tool, pursuing the purity of message. I stole as much as I could from the photographers I was working with. (Marcel Pabst) and that brought me forward, to the point of ending up with my own business in 2003. Even though I focused on photography requests, I believe photography, art direction, illustration, graphic design, post production and CGI are all related. These are just different techniques that should be geared towards the same goal, creating the strongest possible image. No compromise.

2. What is a good photo for you?

I believe a good image needs to touch you, it needs to have a certain element that pokes you in the eye. We live in a visual world, and for me the good image might not be the one who get most likes or gets viral. It’s all about the intention. If the photo is intended to sell a product, the best photo is the one which does just that. If the photo is intended to move the world in the right direction, other criteria might apply. But what if they could be combined? That’s what I mean by not compromising. A truly good photo can do both.

Above: His campaign for the Volvo XC90.

Below: His exceptional campaign for the Volvo XC40 Recharge – the first fully electric SUV from Volvo.

3. What was your favourite shooting and why?

A few years ago I decided to focus more on automotive photography, and that has taken me to some of the most exotic locations in the world. Through this, I have managed to build a portfolio that has attracted major brands, and now we often bring them to our small home town in south-west of Sweden, producing global campaigns in our backyard. Some of these productions are on my personal top 5 list. But, of course, I am very pleased with delivering results from complicated productions on the other side of the world, especially when we didn’t get the conditions we wanted, but still succeeded in delivering portfolio quality images. If I have to choose one, it would be a Volvo Cars production for the new V90CC shot in Scotland, featuring Fanny Fournier and Tony Ward, art directed by Oscar Plasidius.

4. Is there anything you really would like to take a picture of? And if so why?

I am always traveling so the next picture of my family will always be my favourite motif. 

Thank you Patrik for the nice interview. Follow him on Instagram to keep up to date on his beautiful and inspiring photography.

Pictures: Patrik Johall
Text and interview: Britta Reineke