Jorge Parra from Miami Ad School: Democratization of image has allowed making things with small budgets

For Jorge Parra, Advertising Photographer and Professor at the Miami Ad School, digital disruption has brought along a new visual language -like the ones that smartphones have- which is autonomous from the language of digital photography.The Venezuelan who has been in the industry for more than 15 years, reveals that some agencies already work in content creation laboratories in the aim to generate brainstorming to develop ideas and concepts of a visual sort. “Democratization of image and of how pictures are taken has allowed making things with small budgets” he told PRODU.He warned that there is a great deal of experimenting in current photography, like the one that can be seen with smartphones, which has reached “such high quality and the great percentage of visual products are now aimed at the web and do not require such high resolutions, barely just enough quality to be seen on screen. This has allowed a number of clients to turn to testing with new media.”Parra was part of the American Society of Media Photographers, which gathers commercial photography professionals. He is VP of the Florida chapter, where talents in the region are promoted. The Association opened the doors for him to venture into the Hispanic and general market.For the general market he has developed works for Winn Dixie, Simply Healthcare, Mandarin Hotel, local offices of international chains, among others. His most recent work was for the Italian purse brand Paolo Rinaldi.