“Revivethecool is a world of its own. I wanted to be bigger than a photography platform. I didn’t just build up Faisal photography, I wanted to embody a creative vision instead of putting out images. I pushed that agenda onto everything I was doing. We make images that inspire awe and wonder. I love images and telling stories and this is a platform that can showcase it through a very specific lens. I have a stylized look and want to create wonder for the audience. It means I have to constantly reinvent and rethink the concept of cool. I like using new technologies while combining different mediums/artforms. Cool is very subjective, through the ages the concept of cool changes, so I like being able to see cool through an open lens. It’s nothing too specific.” Faisal understands that his version of cool is not all encompassing, and that the visuals he creates today might be blasé tomorrow. This is why he always pushes himself to be better with each project.
“Everything I’ve done before I’m proud of, but I think everything else is a bit of a one up from what I do. Every new shoot is a bit scary for me, I always try to one up myself and how do I reinvent and make myself different. There is no specific project, everything stands within its own.”
When working with artists or musicians, Faisal takes their prior work into account.
“What hasn’t this person done before? If it’s not new then there’s no reason to be doing the work.” Part of what makes Faisal such a complete image maker is his commitment to every stage of the craft.
“I always try to tell a story, and figure out how we can make that memorable. I divide projects into four parts.”
- What is the story I’m trying to tell, the message how relevant/impactful will it be
- The lighting, how can the lighting communicate this message.
- The styling, how will the outfit fit into the greater vision.
- The props, sets, etc., which enhance and polish the rest of the image.