Interview: Carla Blumenkrantz

Rob Culpepper: Tell me who you are, where you’re from, and what kind of work you do.

Carla Blumenkrantz: I’m a lifestyle photographer based in Los Angeles, but I was born and raised in Venezuela by Peruvian parents. I moved to the U.S. as a teenager to learn English and—believe it or not—pursue a career as a cartoonist. Drawing was my first love, and creativity runs in my family.

Photography was always there too. When I was around 12, I had a little film camera I carried everywhere to document my friends. Looking back, I was already doing a version of what I do now—observing people and telling stories through images.

Carla: After moving here, I studied graphic design and fine art, eventually took photography classes, and joined my college newspaper. I loved it. I graduated with a degree in photojournalism and interned at a local newspaper—only to realize that I didn’t actually want to work for one. (Laughs)

Instead, I began photographing families and events and creating work for small businesses and nonprofits. About four years ago, I shifted toward commercial advertising, so I still feel fairly new to this world. It has been a learning experience, but I’ve loved becoming part of this creative community. Before that, I always felt as though something was missing from my life.

Rob: What do you call this project you sent me?

Carla: It’s called Side B. I see it as both a personal project and a proof of concept—a chance to explore a visual world while showing the kind of larger production I’d like to create. I came up with the idea last summer, but I didn’t really begin developing it until earlier this year.

Rob: I saw the motion piece first, and it made me nostalgic for the ’90s. It reminded me of the movie Empire Records. Where did you get this idea?

Carla: Well, I knew the final season of Stranger Things was coming, and then one day I happened to hear Queen’s “Radio Ga Ga.” Somehow those two things came together in my mind, along with my long-standing love of the ’80s.

The intention was never to recreate that period literally. I wanted to capture its feeling and energy. So I love that it made you nostalgic for the ’90s and brought Empire Records to mind. Nostalgia is funny that way—it doesn’t always stay neatly within one decade.

Rob: How did you move from idea to production? What was your process?

Carla: At the beginning of this year, I finally told myself, Okay, I’m really going to do this. I started by creating a full treatment and mood board covering everything from the concept and narrative to the mood and atmosphere.

I knew I wanted to work with 14- and 15-year-olds because it’s such a fascinating, formative age. They’re becoming more aware of their identities and exploring who they are, but there’s still a certain innocence. That space between childhood and young adulthood—and all the confidence, uncertainty, and vulnerability within it—really interested me.

Carla: I presented the treatment to my DP, Suzaine, whom I’d worked with before, and I was so excited when she said she was in. (Laughs) It isn’t always easy to find a great DP willing to collaborate on an unpaid personal project!

Then I reached out to Todd, our production designer, because I’d admired his work for a long time. We brought in a fantastic wardrobe stylist and makeup artist, and Donna Grossman Casting joined us as well. Little by little, this wonderful creative team came together. Then came the next challenge: finding one date when everyone was available!

Rob: Is that how you normally plan and execute a shoot?

Carla: For me, the treatment is essential because it turns what’s in my head into something tangible and gives everyone a clear, shared direction. Then it’s about assembling the team, finding a date, and choosing the right talent.

Luckily, we found a wonderful group of teens who formed a genuine connection on set. It was a long production day, but they were phenomenal until the very end.

I approach even my smallest shoots this way. The treatment may not translate exactly into the final images, and that’s okay. It’s a guide, not a rule. You have to leave room for the unexpected because sometimes those become the strongest moments.

Rob: Tell me about what you learned from the experience. What do you hope comes from it?

Carla: The biggest lesson was to prepare as thoroughly as possible while accepting that things will change—because they always do. That’s life, and it’s definitely production!

The day began with a scheduling mix-up, but thankfully everyone made it and everything worked out. I had also envisioned our outdoor scenes in beautiful golden light, but the sky was overcast, and it even rained a little. We simply adapted and worked with what the day gave us.

Carla: The experience also reminded me how important every person on a crew is. The shoot wouldn’t have been the same without Dave, our key grip and gaffer, or Donna Gast, our makeup artist. They brought my Euphoria-inspired lighting and makeup references to life. I have to confess, I’ve never actually watched the show—but I love its imagery! El, our wardrobe stylist, also brought in a touch of the ’80s without making it feel too literal or costume-like.

It’s important to me that everyone feels comfortable, appreciated, and valued. Maybe that’s the Libra in me (Laughs), but I need a sense of fairness and balance. A great crew doesn’t simply execute your idea. They contribute their own creativity and ultimately make the work better.

Carla: And what do I hope comes from it? The honest answer is that I hope brands and creatives see it, connect with it, and hire us! I also want everyone involved to come away with strong new work for their portfolios.

Even between paid projects, I believe it’s important to keep creating. Personal work gives you the freedom to follow your instincts and strengthen your creative voice. I honestly don’t feel quite like myself when I’m not making something.

Most of all, I hope people enjoy the film. If it brings back a memory, makes someone nostalgic, or moves them in some way, then it has done what I hoped. I’m incredibly proud of the project and everyone who helped bring it to life.

Rob: My last question is always the same: what’s exciting to you about photography right now?

Carla: The things that excite me about photography are probably timeless. I collect photography books and love revisiting the work of Sally Mann, Irving Penn, Richard Avedon, and many others.

I also find a lot of inspiration in my favorite film director, Wes Anderson. I can rewatch his films and always discover something new. I love his visual precision, but especially his humor. A good sense of humor is very important to me, even when I’m working.

Museums, exhibitions, and nature inspire me too—especially the sky. For some reason, I’m completely obsessed with skies!

My process is also a little old-fashioned. Although I work digitally and retouch all my own images, I feel most comfortable using natural, available light. I also keep notebooks filled with Photoshop and Lightroom “recipes.” Even in college, I wrote my first drafts by hand. It helps me think and remember, and it lets me hold on to something from the past while working with new technology.

Carla: I like finding ways to bring the past and present together. Take AI, for example. I see many photographers feeling fearful or hesitant about it, but I’m more curious than afraid. New technologies have always reshaped photography. I think it’s important to adapt thoughtfully and maintain a balance—AI should support our creativity, not replace the human instinct and emotional connection behind it.

And last, but definitely not least, I find endless inspiration in young people, especially kids and teens. They can have messy hair, dirty knees, or completely mismatched clothes, and they’re still themselves. Their emotions can be intense—whether they’re happy, angry, or somewhere in between—but there’s an honesty in how they express what they feel. That authenticity is what I want to preserve in their portraits.

They’re probably my favorite subjects to photograph.

Rob: Thank you for your time!

See more of Carla's work:
https://carlablumenkrantz.com
https://daybreakdirectory.com/photographers/carla-blumenkrantz