Photographer and Videomaker
WHO IS ADRIANA RUSSO?
HOW DID HER PASSION FOR PICTURES START?
Adriana had a passion for art since her childhood: she always loved to draw, especially cartoons.
During her growth she took other paths, but at the third year of Languages University Course she realized that her destiny was elsewhere. Adriana began to work on graphics for a company, first as a clerk and then as a graphic, then she started her own business with a colleague. The valuable experience in the field and the meeting with the current colleague Paola Licciardi have been the premises for a further professional growth, culminating in the project Monocromo studio and Wedon video production.
"Adriana is guided by passion in her work, she loves describing what she sees through her camera lens, making time immortal"
WHERE DOES SHE GET INSPIRATION FROM IN HER WORK?
Adriana is guided by passion in her work. It's a kind of mission whose ultimate goal is to describe what she sees through her camera lens, making time immortal. The way she realizes this is the listening of customer's needs, going beyond the mere photo or video-service.
Once the clients commissionated her studio, Adriana explains that she carefully studies them, from the first chat in the studio until the "wedding day", in order to customize the shooting or the video service. By experiencing the event so closely Adriana's works are clearly filled with humanity and honesty.
"It is as if the camera would capture and absorb the emotions of the bride and the groom reproducing them in the images and videos", she says.
"After a training
and many sacrifices,
Adriana managed to turn her passion into a real profession"
HOW IMPORTANT IS TO COUNT ON SOMEBODY?
About four years ago, Adriana decided to take control over her life. She moved to Turin because she wanted to realize new dreams and projects.
"Leaving home and family was not easy", she says. Her family was skeptical about Adriana's choices, they feared that at 32 years was a gamble to give up everything starting over from a scratch. Thanks to the support of her sister, who has always believed in Adriana, she could gradually make it clear to her family how was important for her to realize herself. After a training and many sacrifices, Adriana managed to turn her passion into a real profession.
WHICH DIFFICULTIES ADRIANA FACED IN HER WORK?
The greatest difficulties Adriana faced are definitely because of her Sicilian accent. Prejudice and discrimination against the southerners, highly spreaded during the economic boom and the great migration to the North, are not overcame at all yet. Adriana tells how, early in her career as a photographer and moviemaker, her accent had relegated to the position of assistant instead of the first photographer. A fact unacceptable that fortunately has never discouraged her.
"Adriana wanted to find her place in the world, somehow leaving her mark through her work"
AS A WOMAN?
Traditionally the professional photographer has always been man. There are many explanations for this fact, however, it has anything to do with merit and innate gender competences. Even if such profession has been in the past decades almost closed off to women and there are still now gender inequalities, nowadays women photographers has established an undeniable success.
Despite the initial effort to give confidence to her customers, Adriana is confident that, in her work, being female represents a higher gear. Adriana's work is distinguished by the ability to capture details, documenting an event highlighting the feelings and emotions of the protagonists.
WHAT DID ADRIANA DREAM WHEN SHE WAS A CHILD?
When Adriana was a child she dreamed to become the President of the Republic: she could have been the first women President of the Italian Rebublic's history!
Politics aside, art and technology have always had a great fascination for Adriana. Without knowing precisely what would have been her way, Adriana wanted to find her place in the world, leaving her mark in some way through her work.
"Hardly South Italian women pursue their own projects:
if they have a passion it becomes rather a hobby ''
ARE WOMEN TODAY TRULY FREE TO CHOOSE THEIR DESTINY?
Adriana spent most of her life in Scicli, in the province of Ragusa, and during the interview she made some very interesting considerations comparing the Southern and the Northern realities in Italy.
While in the North women, basically, do feel free to express themselves, in the South it is very difficult for women to find out their way. It's very hard, not even being given the opportunity to try. The roles assigned by the society to women concern mostly being mother and wife. When women are involved in paid work, it is just because the family needs to take home the second income, not to realize her passions. If there are women committed to realize them it is because they can count on the support of someone who believes in them. But in general, it's difficult to southern women to be free to pursue their own projects: "if they have a passion it becomes rather a hobby'' says Adriana.
Adriana believes that in Scicli, as in other places of the South, it must change the culture and the way people think, because there are no male and female professions.
"There are jobs and the passions can move the mountains. If each of us could find the own place in the world we would have positive effects for the whole society".
Overcoming these mental barriers depends primarily by women: "We can do everything if we are leaded by the passion, regardless of family duties".
Southern Italy is still too machist and we are those who may change this narrow mindset. Adriana is part of this change, a small but precious drop in the ocean, a positive example for anyone who wants to start her own business, in the North as in the South, believing in her skills and never betray the own vocation. According to Adriana, the primary ambition in everyone's life should be the achievement of personal satisfaction, at all costs.
ADRIANA RUSSO IN BRIEF?
Determined, passionate, humble.
Adriana's grandmother always taught to her to be humble and never to feel as if she made it. She also supported Adriana to always keep learning, even by whom she was surrounded by, because one's can learn from everyone, even from the assistants. "Good ideas have no hierarchy", says Adriana.