Nana and Juhana Simelius

Vivid in colour, bold in composition and with an almost otherworldly glow, the wildly imaginative studio-shot images of Nana and Juhana Simelius originated as a reaction to the inclement weather in their home country. "Living in Finland, it's dark most of the year," Nana explains.

"We started creating sets as a way to express ourselves but also because the reality made us do it," she continues. "We love working at the studio. No matter if the rain is falling, you are still in control."

Today, Nana and Juhana, known professionally as Simelius Simelius, shoot stills and moving images for a range of clients, from fashion brands Minna Parikka and Uhana Design to the Finnish Defence Forces. But music has always been a particular passion. In 2017 and 2018, the pair won an Emma Award – the Finnish equivalent of the Grammys – for the year's best music video, and in 2017 their video for Robin Packalen was the most watched video on YouTube in Finland.

From the outset, Canon has always been their brand of choice. "I haven't ever taken a photo with anything else!" says Nana. "It's because of the colours. I don't see them in images shot using other cameras. I'm not that into technique and I find Canon kit really easy to use and versatile."

Influenced by their commercial background, Nana and Juhana's images are recognisable for their clean, graphic look that's sharp across the frame. But in true Simelius style, they're always experimenting, using petroleum jelly on the lens or shooting through textured materials to give "this beautiful mix – this clear and beautiful look and an old-fashioned filter". They've been shooting video since 2014, having taught themselves in their studio after clients began requesting it. "Sometimes we need stills, sometimes video, but it's the same world for us."

Looking ahead, Nana and Juhana hope to use their unique vision for good, building on recent charity commissions and awareness-raising campaigns about mental health, cyber bullying and diversity in the beauty industry. "We want to focus on shoots that bring more meaning and value to our work," says Nana. "Films and photos are powerful tools to deliver messages about challenging subjects, and I think by adding this depth and meaning, we can have an impact."

How does your collaboration work? Who does what?

"Juhana is the technical one. On a video shoot he deals with the lighting team, and he does the editing and monitors the post-production. He's like the glue holding everything together. I'm the one who communicates; the people person. I direct and write all the treatments, for example. And when we shoot video, Juhana holds the camera. When we shoot stills, it's mostly me," says Nana.


Do you ever have creative differences?

"We can be really creative and free when we're putting our ideas on the table, but we can also be really honest. Most of the time! Of course, there have been little fights but nothing that was a big deal. We've been together so long we can read each other's minds. I can see from Juhana's face if he's not happy with something," says Nana.


How do you come up with ideas?

"There is always a spark of inspiration, which might come from the client, or the artist's music, or the fashion collection. We look at their world – we want to see what they think, what they feel, what kind of personality they have. We always start by brainstorming with just paper and a pen, and we're open to all ideas. You see so many photographs in this profession. You are full of Pinterest, full of Instagram. It's so important to put away those things and think, 'What do I see?' It's about being loyal to yourself as a photographer or a director," says Nana.


What's the role of spontaneity in your work?

"On set everyone brings their energy and their heart. When we're shooting, we're not looking that much at what we have planned. We let go and give people space to use their creativity. Everything comes together, you create something new, and it's always better than what you had in your mind," says Nana.

Nana Simelius

"The most important thing is supporting the talent. As directors and photographers, the atmosphere you are creating on set must be one where people feel free and can trust you. It should be an environment where people are always searching for solutions, you should never say, 'No, this isn't working!' It doesn't matter if you're doing catering or lighting, your job is to support the talent. We want to do the best we can, and we want to push our team to do the best they can. We always want to be proud of the things we have done."

Instagram: @simeliussimelius

Website: www.simeliussimelius.com