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Generating stories and translating them into photographs doesn’t seem like a cakewalk, but Avinash Jai Singh’s work makes it look like it. Illustrations supported with compelling messages and eye-catching colours and visuals appeal (photography) to the youth and engulf the audience.


Many times, the influences and the exposure one receives as a child, gives one a certain direction in life. Something similar happened with Avinash, a photographer and an illustrator from North India who carved his own path to success.


He grew up in Panipat, the hub of the textile industry and his observations of the colours around him generated a love for visual arts and gave him a perspective to understand lighting, forms, shapes and portraits. Avinash was always fascinated by lifestyle magazines and his world changed when he started his actual learning process in a college in Delhi. Finally, he had his aha moment when he was on a trip to Kashmir doing a series on the lives of people, where he realised that photography was what he wanted to do all his life.


For Avinash, the story and mood behind a picture take the lead and is as important as the technical factors involved. He believes that they are interdependent and essential if there’s a story, the mood can be captured and if there’s a certain mood, a fresh story can be generated. He hears the conversation of visuals in mind and his way of story-telling comes out in the form of photographs depicting bold shapes and forms. Always careful about the colour pallet involved, he doesn’t like to add too much colour and rather believes in using it in proportions that add an edge to picture than causing distraction. Except for this, even lighting plays a major role especially in black and white photography, where the subject dictates the mood and mood dictates the lighting.

Apart from photography, Avinash is also an artist with a quirky vibe to his illustrations. Contemporary designs which deliver a message with a touch of modernity and minimal colours popping, he creates illustrations which have an impact on the audience. Collaborating with other artists as well, he strikes a balance between his art and the way he captures it through his camera’s lens. Crisp and neat lines with bold and chic colours, catch one eye immediately. Avinash also develops art-series which talk about a particular topic accompanied by his interpretations through art and photography.


One of them is the gender bender series where he has captured images depicting humans as a “genderfluid”, taking an important stance for the decriminalisation of sec 377. Backing up his work with powerful and effective captions, the overall effect of the art is noteworthy. The series showcases a person who sometimes a boy, girl or someone in between but ultimately a human who is equal and respectful. Avinash’s personal favourite works include Downtown and Google.org which have an amazing visual impact on the audience. His varied portrayals of love, photography shoots for Jabong and a poster campaign for MTV display regular things with a blend of art and photography.


Avinash uses software like Photoshop and Capture One to enhance his photographs and takes inspiration from artists like John Everett Millais, and Wong Kar Wai who changed the way he comprehends things in his work. He feels that one should keep trying and making bad copies of the imagination one has, until the right one is achieved. Although it is tough to turn the images in your head to reality, he reckons that it is the only way to keep going.

Creative Gaga - Issue 46 - Cover

Published in Issue 46

This issue is focused on, how to design for kids, bundled with articles full of inspirations, advice and unique point-of-views from the veterans of the animation industry, illustrators, photographers, artists and many more. So, order your copy or subscribe, before print copies run out and enjoy reading this issue!


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