Stories worth sharing.
As Seesaw’s Design Director, Larry brings a sharp eye and over 25 years of wide-ranging experience to brand development and content creation.
In addition to overseeing creative development and art direction at Seesaw, Larry frequently contributes his talents behind the camera, bringing his uniquely sensitive and storytelling-led approach to capture portraits, environments and urban landscapes.
Larry, I have never asked you this before, but how, when and where did your passion for photography come from?
At a young age, I vividly remember my father bringing home a new Olympus film camera. I became obsessed with the way it looked and how it worked from a technical perspective. As soon as I could afford it, I bought one for myself. This passion continued throughout high school, where I would spend hours in the darkroom developing and processing prints. Throughout my life, I have always carried cameras. After many years of art directing and observing photographers, I started to hone the way I observe and capture the world.
Favourite photographer?
American photographer Saul Leiter. His use of colour and composition within urban street scenes is so inspiring. The way he shoots through glass and uses objects to frame creates such a magical, layered scene.
What’s your current weapon of choice?
That would be the new Fuji. I love it’s compact nature however, I am still learning its nuisances. I do love my trusty Canon, the depth of tone is exceptional and aligns perfectly with the way I grade my work. I have always believed that there are two types of photographers: those who are technical-minded and understand every facet of their camera; and the creative photographers who use the camera as a tool to bring a scene to life. I feel I’m the latter.
We talk a lot about visual storytelling and honest connection in relation to brand. What stories or themes do you explore in your personal work?
The theme of my work, more often than not, is capturing the fleeting moments. The snippets of time that are not obvious, but often hidden in plain sight. I tend to put a nostalgic spin on the subject, allowing viewers to form an emotional connection or associate the image with a distant feeling or memory. I feel strongly that photos need to engage and tell a story, otherwise what’s the point?
This is what differentiates great photographers from the rest. They weave stories through the scene which then allows the viewer to engage emotionally to complete the narrative. I love that photography allows an individual to experience their own version of that story. There lies the beauty.
I adore your coastal and nature-based photography. It is always so calm and quietly observant. What personal series are you the most proud of?
Definitely, the series that captured a woman’s 20 year anniversary of a life-changing accident. It was a turning point, where she had healed internally while still carrying external scars. The shots are raw, powerful and uniquely hers. I would love to shoot more portraits of interesting people with unique stories to tell.
I love shooting people in extremely raw states. Humans who have a story to tell. There’s a purity to photography when you can capture someone’s true personality. When you can see beyond the photo and instantly capture who they are – their story, their struggles.
— Larry Vila Pouca
As Design Director you often lend your photographic skills to Seesaw projects which allows the brands we create to come to life with such a consistent and considered vision. What has been a standout project for you?
I would say Bordan. The client was so trusting and had such a willingness to do something different. The beauty of that project was that we initially had a vision but also had room to move. It was in that space that the magic happened. Having a strong relationship with a client allows a greater understanding which always fosters a better creative outcome.
In a world of stock imagery and AI-generated content, let’s talk about the importance of branded content.
Recently I was working with a client and they asked me to use a particular stock image. Days later, that exact image was served to me by a company in a completely different sector. That’s why clients need to invest in authentic content. In a world where everyone talks about the importance of individuality, we somehow seem to do the opposite when creating content. Why is this? We are exposed to so much branded content and so many brands just drown in the sea of sameness. Custom content is an investment and exercise in standing alone. The brands that do simply connect on a deeper level. A human level. That’s something AI just can’t offer.
Speaking on AI, the creative industry is rapidly changing. What trends or changes do you predict will impact your industry in the next 5-10 years?
I do think the basic design work will be created by generative means, which will thin out the creative industry, allowing the high-level creatives to stand apart. The rise of entry-level design programs and cameras, along with the high demands of fast content has opened the door to an influx of untrained people working in the creative industry. These people will be impacted the most. Unfortunately due to social media, we are living in a time where everything is a disposable commodity. Where everything looks the same and true creatively is not valued. I feel the table will turn shortly and the demand to stand out through high-level creativity will be paramount.
The creative industry is such a high-pressure environment, how do you create balance and prioritise your mental health?
Carrying a camera around is my balance. It’s my way of detaching momentarily from what’s happening around me which allows me to keep my mental health in check. I think it’s so important to have a passion that allows you to create separation from the noise. Shooting for me is a way to recharge and reset as it’s something I love doing, no matter the subject or the challenge. Every project is an opportunity to problem solve, to become a better creative, and a better person.
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You can view Larry’s beautiful work via his Instagram.
