Diversity + Challenges = The Creatively Fulfilled Life of Andrey Efimov
Photographer/videographer Andrey Efimov possesses something special. While he will humbly point out his collaboration with many other professionals, there’s a reason why Mr. Efimov continually works on projects with so many of the biggest names in fashion from H&M to Prada and more. Andrey’s work gained major international attention with a series of videos he created for Russian designer Ulyana Sergeenko which prompted numerous offers to create something equally magnificent but Efimov is reluctant to repeat himself and always in pursuit of something fresh and informative. He confirms that he loves the uncertainty and uncomfortability that accompanies the demands (and perhaps constraints) of each new project and its goals. Ever a student while his work confirms him as one of the most skilled professionals, Andrey Efimov proves that the career of a modern artist such as himself is only restricted by the confines one accepts.
Andrey is known for professing that the most enjoyable aspect of his career is collaborating with and being inspired by the work of other creatives. Whether that be with designers like Ms. Sergeekno on productions for Haute Couture Week, filming Grammy Award Winning musicians such as CeeLo Green at Moscow’s Chess and Grand Jazz Festival, or any number of lesser famed but incredible artists, there’s an energy that feeds Mr. Efimov’s own signature style. The challenge is in being malleable to the vision of those whom he creates for and with. The fashion world has a special affinity for Andrey’s skillset. H&M Russia reached out to him as a fan of his work to create a video for their event featuring a collaboration with Simone Rocha in early 2021. Celebrities are seen mingling in the video as they try on pieces of the collection, surrounded by sculptures and books in a party atmosphere. The videographer relates, “In order to convey the atmosphere of a chamber event and a soulful evening, there is a need to be discreet and very fluid. The event was attended by a large number of VIP persons and celebrities. I had to blend in with the guests and not make them pose too much. I wanted to catch emotions and compose all the shots with the details of decorations and the collection itself. Believe me, it’s not so easy, because the main task is always to reflect emotions. The guests do not always come in a good mood but I know the recipe for a successful shot; you just need to smile and make eye contact with the person you are shooting; They may not smile back at first but definitely will the second time. The main thing is to be flexible and fluid, literally floating. Different focal lengths of my lenses can convey different emotions, from the glare of happy eyes to the unbridled dance.”
For a Prada-Damien Hirst collaboration, Andrey captured a far different mood and tone. This energetic fast-paced video is comprised of quick cut snippets of varied fashion and entertainment luminaries at an event taking place in December 2022. This production plays on social media and in Prada brand stores. Efimov notes that being associated with names like Damien Hirst and Prada is as rewarding as the experience of making this video and states, “I love dynamics, drive, and emotion; holding the viewer’s attention from the beginning to the end.” There’s an equally prominent excitement to the production Andrey created for Outlet Village earlier this year, viewable in Outlet Village stores, airports, and huge screens in the main streets of Moscow. Whether it’s videos such as these or the photos which Andrey has captured for numerous projects for Ulyana Sergeenko, it’s impossible to avoid being enchanted by his imagery. The camera allows Andrey to tap into a wide spectrum of moods and identities. The Outlet Village production is flirty and energetic while the photos of Ms. Sergeenko’s bags convey luxury and a refined quality. Mr. Efimov shot Sergeenko’s autumn-winter 21/22 lookbook with an intentional black & white aesthetic to convey the emotion of the laconic character of the collection. He explains, “The facial expressions of the models are unemotional in order to show self-confidence. The heroine of Ulyana Sergeenko is a strong woman who knows exactly what she wants. She does not need an assessment. She creates trends instead of following them.” Striving to attain a sense of who we are, whether that be a company, a gathering, or an individual, is a goal everyone aspires to attain; Andrey Efimov is a gifted artist who spends his life empowering this dream.
