Gerardo Rojas Juárez has lived all his life in the city of Lima, Peru, but as he puts it, “My roots belong to nature.” Beginning in a childhood surrounded by generations of loving family, Juárez made field trips with his parents’ camera, capturing images that fired his imagination.
“Since I was a child, I was always very interested in drawing and painting — they were my main doors to the art world,” he says. “That allowed me to let my imagination grow and grow, and I think that now is what allows me to keep growing. I allow myself to keep imagining. I allow myself to continue being that happy child in the fields.”
Now, the 23-year-old Juárez spends his time as a photographer, illustrator, and videographer, portraying situations that reflect love, nature, friendship, children, and self-image. With such a diverse range of creative outputs, Juárez also has a wide range of creative inspirations.
“From the drawing and painting, my inspiration comes from the Renaissance art where the light and the gestures were part of the painting,” he says. “Part of my inspiration also comes from the photographs that my father used to take at every family reunion. From there I kept the same hobby, only now it is full-time.” But Juárez also cites life itself as his greatest source of inspiration, and he simulates and uses natural lighting to give his imagery drama and emphasis.
https://www.youtube.com/watch?v=6PgErYqWgGc
Developing his craft through college courses, industry experience, and artistic experimentation
Juárez took his childhood love of image-making to college, where he studied Communications and Advertising at La Universidad Peruana de Ciencias Aplicadas. There, photography courses helped him build greater technical knowledge and taught him how to work in a team. He later started working in advertising as a graphic designer, where he was able to experiment a lot more with branding and illustration.
“I am very grateful to my profession, because in some way I was able to perfect the creative process that I had to take to create a picture,” he says. “From there I started experimenting with advertising and fashion photography.” But nowadays, Juárez’s heart leads him to make “a more honest photography that speaks to the soul — a photograph that seeks to portray a reality full of life and emotions that evoke feelings.” He became familiar with Adobe and started making photographs for Adobe Stock.
“I like to intervene in my photos and turn them into a new piece, because sometimes I feel that photography needs a complement so that my idea can take more shape,” he says. “I experiment with abstract shapes and sometimes typographies that play with the composition of the photograph.” But Juárez’s message always touches on his core concepts of love, imagination, and life.