Attitude Awards 2025: Photographer Campbell Addy: ‘I want to do more narrative – I’d love to do a short film’ (EXCLUSIVE)
"There will be a kid somewhere in years to come who will pick my book up in a library — that’s so much more exciting to me than shooting celebrities," says the artist, in an interview to mark winning the Creator's Award, supported by Jaguar, at the Virgin Atlantic Attitude Awards, powered by Jaguar
“My end goal is never an Instagram screen — often, when you see my image on Instagram, that’s not how I shot it,” explains photographer extraordinaire Campbell Addy, recipient of the Creator’s Award, supported by Jaguar.
He contrasts this with the uniquely satisfying experience of holding his work in book form. Feeling Seen: The Photographs of Campbell Addy, a collection ranging from “prominent fashion and magazine commissions to candid portraiture”, came out in 2022. “It finally made sense,” says the south Londoner, whose subjects have included Kendall Jenner, FKA Twigs and Tyler, the Creator. “Framing, colour — it’s all so important in composing an image. With a book, it’s full control of how you want it to look. You spend time designing it, down to the paper weight. The paper can change whether something feels thick, juicy or thin. There are reasons for that. That’s why I say, ‘Get off your phones. If you like an artist, see the art in real life.’ You’ll be surprised — the depth you’ll find from an image that isn’t on a 4K screen. There will be a kid somewhere in years to come who will pick my book up in a library — that’s so much more exciting to me than shooting celebrities.”
Indeed, Campbell was once that kid. He relates how growing up in a “strict African Jehovah’s Witness household” near Croydon, “the library was my getaway. It inspired me, taught me about fashion photography.”
“I want to do more narrative. I’d love to do a short film” – Campbell Addy
The 32-year-old studied fashion communications at Central Saint Martins. In his final year, he started out as a photographer and immediately displayed his prowess in various skillsets from photojournalism to management. He also launched his own magazine, Niijournal, and creative organisation, Nii Agency. Around this time, he met Vogue veteran Edward Enninful outside a fashion show. “I was like: ‘Edward! You’re Ghanaian! I’m Ghanaian! I’m gay!’ Again, representation was so key. He was the one and only queer Ghanaian in fashion that I could aspire to be even an assistant of. Then I took a picture the hands of a of him for the TIME cover. If that representation wasn’t there, I wouldn’t even have felt I could be in those spaces. It was a very full-circle moment.”
Fast-forward to 2025, and his deeply personal exhibition I Love Campbell has been reimagined for Australia’s Ballarat International Foto Biennale. The exhibition demonstrates not only the irrepressible artist’s mastery of photography, but a flair for film, sculpture and more. “It’s actually improved all the work, once I’ve been able to put on other hats,” he says. “I want to do more 3D objects. It feels limiting even saying that. I want to do something singular that lives in the plane of the living. It isn’t on a screen; it isn’t created by a lens. I want to do more narrative. I’d love to do a short film.”
Here, Campbell reflects on winning this accolade at the Virgin Atlantic Attitude Awards, as well as diversity in fashion, giving advice to young people in the arts and discusses the “humbling experience” of working with Beyoncé.
Congratulations on your Attitude Award!
I sent the email to my agent. “Can you read this? I think my dyslexia’s playing with me!” I’m grateful and honoured.
How would you describe your job to a child?
I use imagination to create worlds using photography, art and media. I get to meet fab people along the way!
How would you advise young people who want to break into photography?
Go outside, touch grass. Get off your phone. If I was younger, I might find it hard. You’re so inundated with imagery, media, press. Where does your eye rest? Your mind? I say to young people, interns on my team – I get mad when they don’t go out at the weekends. I’m like, “Go outside! Go and party!” I remember being in a club and my friend Pierre painted his whole body in glitter. We were dancing. I went: ‘Wow.’ That turned into a whole video shoot. I was living an experience. All of the world’s greatest artists live, have a wealth of life to tap into, to influence their work. With photography, it’s too easy to just go online, look at a picture and try and recreate it. Have other modalities that feed into it – writing, drawing.
How would you describe the current state of play for diversity, equity and inclusion in the industries you have insights into?
Out of all the hats, I have more of an insight for fashion. Of the creative industries, I’d say fashion’s a little bit more diverse than other modalities – only because it’s so visual, seen, popular, [with] so many eyes looking at it. Whether part of it or not, you can look at fashion and have comment. Whereas in the arts and film scenes, after the actors, some people know what the directors look like. No one’s looking at the gaffers, the runners. Those things aren’t such public knowledge as fashion.
Fashion has changed a lot, from my short time being in it. I do think there’s a lot more change to be had. Only because, if you think about certain industries or groupings, visual categories, [like] beauty, a lot are designed to be exclusive. We’re trying to make them inclusive. But something can’t be inclusive if the nature of the category is to isolate and cut people out. That’s why I think some modalities are finding it harder to be diverse. But my number one thing [is], I’ve been saying it since I left university: change who’s telling the stories, who’s behind the camera. That subtle change allows for everything to be smoother. The diversity of designers right now isn’t the same as it has been. I do understand things take time, but I’m impatient.
What was it like photographing Beyoncé?
Honestly, it was the most humbling experience. Because of my Jehovah’s upbringing, I didn’t really understand idolising. I understood celebrities, but I respected them more than I idolised [them]. I remember being like, ‘Wow. So beautiful. Inside and out.’ And the work ethic. When I finished, I thought I’d be like: ‘Gag! Oh my God! I shot Beyoncé!’ But actually, I was also like: ‘I need to work harder.’ She was nice to everyone; she was on time. I’m not even on time! I can only fathom the amount of people she has to meet, talk to and work with. To have me on that job means she respects my craft. She respected everyone on set. I’ve grown up respecting these people, and to be in a room with them now doesn’t mean I’ve made it. I need to work even harder and better, because I want to continue to be in this space to influence, inspire, be inspired. There’s always that exchange. Real recognises real.
You’ve spoken about your mental health. Is it easy to be visible?
It’s a conscious decision. It still affects me every day. I always go back to when I was at my worst — I felt so alone and lost. Not because there weren’t people around me, but because there weren’t resources for me to access. This was 2017. We’ve come a long way as a society. I remember feeling embarrassed to cry, to say I felt sad, that I was struggling. I can’t imagine that now. The only thing I had access to was Mind.org. I remember thinking: ‘This feels so cold. I want to hear people’s testimonials.’
Again, representation is so important on all levels. I wanted to see someone with experience or a background like me validate my current experience. When I got better, I said, ‘I’m going to make sure it’s something I always talk about. So, there’s a paper trail for someone to reference if they feel like they’re out of place.’ Literally, this week, my friend had to pull me off the edge, because it still happens. I’m still shocked at how little is actually known. It should be taught in schools.
Any tips from your mental health toolkit?
Tech breaks. I don’t know how many walks I take a week. Move the body. Know your facts, not your thoughts. When spiralling, ask yourself, ‘What do I know?’ Not, ‘What do I think?’ What you think is often you catastrophising. Dance is scientifically proven to alleviate depression. I’m not saying go clubbing. Stand in your bathroom and jump up and down to the Spice Girls. I’d say, don’t drink alcohol. I know that’s a hot take, but… don’t get wasted. Taste it. Enjoy it.
This is an excerpt from a feature appearing in the 2025 Attitude Awards issue. To see the full feature, order your copy of the Attitude Awards 2025 issue now or read it alongside 15 years of back issues on the free Attitude app.