RWA - portrait of a romanian farmer

This series originated from a spontaneous concept pitch over coffee during a break at a corporate photoshoot for RWA’s executive team, intended for an Austrian magazine feature.

I approached Radu, and he had the foresight to see its potential, based on the fact that he had something similar in mind. We developed a concept centered around Romanian farmers, captured through a documentary-style, black-and-white photographic approach.

The creative direction was intentional:

• Visual Style: We chose black and white to eliminate the distraction of color and emphasize texture, emotion, and the human element. It aligned with our objective to produce timeless, honest visuals.

• Photographic Method: All sessions were conducted on-location, unannounced, in natural light, and without staging. The goal was to document farmers in their authentic working environments, mid-action—raw and unfiltered.

Over the course of several months, I traveled extensively across rural Romania, embedding myself into the routines of those working the land. The result was a cohesive visual narrative that authentically represents the agricultural landscape and labor force of the region.

The project culminated in a curated image set, compiled into a short video presentation released on Romania’s National Day.

Objectives & Impact:

• Bring visibility to individuals typically left in the background of public discourse.

• Tell the unspoken stories behind the agricultural workforce.

• Foster a sense of community and recognition within the industry.

• Provide a platform that honors the integrity and importance of manual agricultural labor.