Charney Magri is an international, award-winning ethical photographer, director and published author currently working between London, Paris and Dubai.
“People don’t buy what you do, they buy why you do it”.
I have almost 20 years experience in the industry having worked alongside some of the biggest names to date; British Vogue, Nick Knight, Ralph Lauren and Estée Lauder – to name but some. Most of my career has been spent in the fashion and advertising world. But in 2014 I hit a moral crossroad that forced me to question the direction I was heading in, to be more inline with my core values. This was when my passion projects merged with my commercial work; focusing on influencing changes in behaviour and having a more positive impact in the world. My mission: to support like-minded, responsible brands to tell their story, from source to consumer.
What’s my why?
I have always been an artist. I used to paint with watercolours from a very young age, but at 13 I discovered a faster medium to document what I saw – the camera!
I graduated from university with a BA in Design in 2000, having already been commissioned on several jobs. However, it took numerous full-time jobs later running parallel to my photography to build up my portfolio and equipment, ready to start my own career.
Alongside my commercial work I had always immersed myself in personal projects; in 2007 I launched the Beautiful Black Women and in 2012 I published my first book titled Women of the UAE focusing on the inner beauty of women and their contribution to the region. The UN Women and Australian Embassy in Abu Dhabi are now using my book as state gifts and Hillary Clinton has also recognised my book!
In 2014 my mum suddenly passed away. It was at this point that life forced me to question my why, what was important to me – to my core. The result: I soon realised I wanted to have a more positive impact in the world. I wanted to use my talent and voice to be a change agent for social good and sustainability. I wanted to help businesses to tell their why in a way that created positive social change.
I wanted to use my talent and voice to be a change agent for social good and sustainability. I wanted to help businesses to tell their why in a way that created positive social change.
My new focus is on working alongside responsible brands to tell their story from source to consumer. I am also actively involved in public speaking and teaching, having recently been awarded by Nikon MEA as one of their official instructors / mentors whilst in Pakistan.
What I will do for you
Sustainability is not about being hippies any longer. It is real and it is the future. I understand the importance of telling your story at every stage of your production line to reach your target market. I will visit your suppliers and immerse myself within the environment in which your project operates. I will also compile the right team equally passionate about your responsible brand to shoot your story – both of which can be shot in stills and motion.
I take the headache out of telling your why so you can focus on what you’re good at. I will tell your story from source to consumer.
My Black Book:
Saks Fifth Avenue, Louis Vuitton, Ralph Lauren, Estee Lauder, Bobbi Brown, MAC, British Vogue, British GQ, Ponds, Guerlain, L’Oreal Professional, Memac Olgilvy & Mather, Team Y&R, Leo Burnett, Volvo, Massimo Dutti, Juicy Couture and Mattel, Nikon MEA.