For Canada’s Hubert Kang, his hobby and his career are the same. Being a professional photographer allows him to do what he is truly passionate about every day. He believes that is the key to driving himself forward, as he never loses interest in his work.
“I like photography as an art form. I also like working with people. Being a professional photographer allows me to work with different projects and different people almost daily. It’s exciting and interesting,” he said.
This attitude has allowed Kang to soar to the forefront of his industry in Canada. His photos have been featured in the Globe and Mail, a leading Canadian newspaper, and his images have helped large brands for campaigns for Fairmont Hotels and Fairmont Royal York, as well as Canadian Tourism.
Kang often shoots advertising campaigns for travel and tourism companies and destinations. He continued this pattern when he created imagery for the last three seasonal campaigns for Metropolis at Metrotown Mall, the largest and most successful mall in the Vancouver Area. His images were used extensively for outdoor billboards, especially in the busiest subway station in Vancouver. They were also used online and in print. The video he directed was used as a spot in cinema as pre-roll advertising before the feature movie.
Traditionally, Metropolis used mostly fashion photography for their campaigns. For their new brand, however, they wanted to take a storytelling approach showing sweet moments in life. Twice Brand therefore reached out to Kang, knowing that he would excel at such a feat. His efforts helped boost customer interaction at the mall.
“I am really proud to see the success of the campaign. Metropolis took a risk to try my photography skills, which is very different from what they usually did in the past. It was great to see that I was able to create these beautiful and effective images to reward the client taking the risk,” he said.
The central theme of the campaign is “life happens here”. Right away in the brainstorming process, Kang and the team at Twice were looking for activities that are photographically compelling and yet at the same time showing enough emotional quality and products so that they could advertise the mall. Kang came up with unique ideas for the Christmas shoot. For example, he shot a group of friends at a dinner party, showcasing all the food, gifts, decorations, cookware, and more that highlighted what could be purchased at the mall. The ad also told a story and evoked an emotional connection that people could resonate with when they looked at it.
“It is very inspiring that I can return to my documentary photography roots and apply it to a commercial project. I was also attracted to the project because of the large print implementation they planned to do with the images. It’s a very photography driven campaign and I was intrigued to lead it,” said Kang.
It was exciting and refreshing for Kang to bring a new photography concept to the largest mall in Vancouver. He and his team elevated the standard of productions for Metropolis. He was a big part of the creative process in coming up with the stories and finding locations. Then when it comes to actually shooting the photos, his approach and thoughtfulness in considering everything from production, art direction, lighting, and model performance led to images that look natural and interesting, and at the same time help Metropolis’ reach out to the targets they want to reach. This is a combination of Kang’s artistic sense and experience in both commercial and documentary photography, exemplifying what a unique skill set he possesses.
“I enjoyed this project for so many reasons, but most of all it was the people I worked with. I have worked with Twice many times throughout my career so there is a lot of trust between us. The creative team at Twice was very collaborative and open to new ideas from all members of the crew. It was a great feeling to work with a group of like minded professionals who are on top of their game in this field. I really like the execution of the project as well. Metropolis took up ads that took over one of the largest subway stations in Vancouver. It was an immersive experience to see these images printed large scale plastered all over the station. With so much advertising moving to digital these days, I really enjoyed seeing the images in print,” he said.
Kang credits his vast success as an advertising photographer to the work he does as a documentary photographer. His eagerness to tell stories for his clients rather than simply taking a photo is what makes him so in demand.
One of Kang’s most heartfelt projects in his career is the work he does in Uganda. He has gone there to document the progress of baseball development in the country, showing how the sport positively impacts the lives of the children in the country. In the future, he would like to extend the project to other sports as well, as he has seen the incredible power it has to positively influence one’s life.
“I have enjoyed teaching quite a bit. I guest lecture in our local colleges from time to time. I like being able to give back to my community since this profession has given me such an incredible life so far. I like spending time in Uganda to teach photography to the local children as I see they enjoy having another way to express themselves and tell their stories,” he said.
Kang also will soon be starting a new photo project on the relationship between people and animal. He is passionate about animal rights and likes to utilize his skills to help promote the causes he cares about. Be sure to keep an eye out for it.