IN a world where every moment is like a little story waiting to be shared, photographers are the ones who take the pictures.
They have a special skill — they can capture time in a photo, keeping memories alive forever.
Introducing Allif Achmadi Ahmad, a 30-year-old budding photographer whose passion for storytelling through photography knows no bounds.
While immersed in his studies in diploma engineering communication at Kuching Polytechnic, he stumbled upon the magic of visual storytelling.
It was as if a dormant spark ignited within him, igniting a newfound passion for capturing the world around him through the lens of a camera.
And through his lens, he invited the writer to see the world anew — a world where every moment is worth capturing and cherishing for eternity.
Freezing life’s fleeting beauty
In 2017, Allif took a leap of faith and established his own photography business, christened Allazard Production.
Operating from the heart of Serian, he set out to share his unique perspective with the world.
Through Allazard Production, Allif offers his clients more than just photographs.
He provides them with a glimpse into cherished memories, encapsulated in each image he captures.
When asked about his love for photography, Allif’s answer is simple yet deep.
“What draws me to photography,” he mused, “is the ability to freeze moments that unfold before my eyes, immortalising memories in a single frame.”
It’s this desire to preserve the fleeting beauty of life that drives Allif’s passion and fuels his creativity.
But his journey into photography traces back to his roots where a humble hobby blossomed into a lifelong pursuit.
As a young skateboarder exploring the streets, he found himself drawn to the art of capturing motion and emotion.
It was through his experiences on the skateboard that he honed his skills as a photographer, mastering the art of expecting moments of beauty and spontaneity.
With his camera in hand, he roams the streets, seeking out moments of joy, love, and laughter to immortalise in his photographs.
From skate parks to wedding aisles
For Allif, photography is not just about capturing still images.
It’s about seizing moments, whether it’s amidst the adrenaline-fuelled world of skateboarding or the tender embrace of a wedding ceremony.
“Photography, to me, is all about timing,” he explained with a grin.
“It’s about being in the right place at the right time. It’s like fishing, when you hook the fish at the perfect moment, that’s when you reel in the best catch.
“Photography works the same way. You need that perfect timing to capture the magic.”
With a background in skateboarding, Allif understands the importance of timing better than most.
In the fast-paced and often unpredictable realm of extreme sports, every trick and every jump hinges on split-second precision.
It’s a lesson he carries over into his photography, where he strives to anticipate those fleeting moments of action and emotion.
But his passion extends beyond the skate parks and halfpipes.
He also finds joy in the quiet elegance of wedding photoshoots, where every glance and every smile holds the promise of a lifetime of love and happiness.
“In both skateboarding and wedding photography, the key is to find that perfect balance between spontaneity and control.
“You have to be ready to seize the moment when it presents itself, but you also need to have a plan to know how to position yourself and your subject for the best possible shot,” he said.
Gear and guidance
In his photographic toolkit, the Nikon D750 stands out as his favourite, accompanied by his trusty lens, the 15mm f/1.8.
Allif said that, with its wide-angle capabilities, this lens allows him to encompass vast scenes and compose his shots with ease.
But beyond the technicalities of his gear, he draws inspiration from local talents who have left a lasting impact on his craft.
Among them is Haziq Hidzir, a renowned photographer from Johor Bahru known for his expertise in wedding photography.
Allif found himself drawn to Haziq’s work, admiring the way he captures the essence of love and celebration in every frame.
When it comes to the exhilarating world of skateboarding photography, he looks to the legendary skateboarder photographer Atiba Jefferson for guidance.
This American photographer has mastered the art of capturing the dynamic energy and gravity-defying stunts of skateboarders in action.
Through Atiba’s work, he gains valuable insights and techniques that enhance his own approach to photographing skateboarders with a sense of motion and intensity.
Mastering wedding moments
As a wedding photographer, Allif has encountered his fair share of challenges along the way.
“Wedding photography can be a rollercoaster,” he said, reflecting on his journey capturing cherished moments amid the hustle and bustle of nuptial celebrations.
One of his biggest hurdles is the unpredictable settings he encounters.
He stressed that the balance between colourful surroundings and the desired aesthetic can sometimes be precarious, requiring him to seek out clean, wide spaces — ideally, ones painted in pristine white — to ensure optimal results.
“Sometimes,” he explained, “I’m working in tight spots, squeezing into clients’ homes. Other times, I’m in grand venues with lots of colours. But too much colour can mess with the photo vibe.”
“I aim for clean, wide spaces, preferably in white. They make the photos pop without distractions.”
When it’s time to edit, Allif relies on powerful tools to bring his vision to life.
With a need for speed and efficiency, a high-speed PC becomes an indispensable asset in his editing process to ensure that each photograph undergoes meticulous refinement before it reaches his clients’ hands.
“I need a fast computer to keep up. I use Lightroom for basic fixes and Photoshop for finer tweaks.
“I also use other software, but not very often because I’m not familiar with it,” he said.
Advice for newcomers
For those embarking on their photography journey, he shared heartfelt advice born from his own experiences.
“Don’t let setbacks discourage you,” he encouraged.
“Keep pushing forward, fueled by your passion for the craft. Remember, photography isn’t just about making money; it’s about creating something meaningful.
“When you pour your heart into your work, it resonates with others and opens doors to opportunities you never imagined.”
When it comes to personal vision and artistic expression, Allif lives by a simple mantra.
“Be yourself and never stop learning.”
Vision for the future
Looking ahead, Allif envisioned a future where his passion for photography blossoms into something greater.
“God willing,” he said, “I hope to see this field bring me to the point where I can establish my own production company.
“With a dedicated team in place, we could venture into documentary filmmaking and further enrich our understanding of photography.
“Similarly, I dream of delving into studio photography, creating a space where creativity knows no bounds.”
His aspirations extend beyond personal success, as he envisions his endeavours as a means of giving back to the community.
“With a production team,” he explained, “we not only can document moments but also contribute to the advancement of photography knowledge.
“And through studio work, I aim to provide opportunities for others to explore their creativity, ultimately making a positive impact on those we encounter.”
