“Photography is the art and science of capturing an image through the use of a camera in order to make a statement.”
“People don’t admire photographers for their gear. They admire photographers for how they see the world around them and how they show it to us through their images. That’s what we call vision.”
“Your best shot is only a digital file until you print it.”
Those three statements define what Jo Avila thinks about his photography.
A hobby that began in 1988 segued into becoming a professional photography 1990. His love for the craft and wanting to share his knowledge gave him the motivation to become a photography instructor in 1994.
His belief that digital images were best appreciated in print form prompted him to start teaching basic color management and inkjet printing to his photography students in 2006.
Jo Avila is a Canon Brand Ambassador and a Datacolor Expert for the Philippines as well as being the first Dell Monitor Brand Ambassador in Southeast Asia.
There are only three ways to accomplish any task. The wrong way, the right way and the best way. We all avoid the wrong way. The right way will produce superior results, but you might miss the deadline. The best way will produce results not as excellent as the right way, but you will make the deadline.
Our life is often spent finding balance between the right way and the best way.
Strangely enough, I have discovered that it is only there is balance between the two can we achieve excellence and a fulfilling life.
“The best way for people to appreciate your work as a photographer is for them to see it in printed form with their own two eyes. Printing is an art form. Your choice of paper is a huge part of the visual impact of how your printed images will be perceived.
I prefer to use paper that make my images look alive once printed. I’ve chosen to print using Ilford Galerie Prestige Gold Fibre Silk for the excellent shadow detail and rich blacks and Ilford Galerie Prestige Metallic Gloss for the 3-dimensional quality it imparts to my printed work.”