The Transformative Power of Images in Action

September 25, 2013

The Transformative Power of Images in Action

By Andrew Bair

Rick Guidotti

Rick Guidotti

Images have a transformative power. Images convey ideas in ways words can only envy. Images can change perceptions and encourage action. We can describe to someone the scientific facts of the unborn child’s development but to show them a 4-D ultrasound photo of that child will prove to be even more influential.

As a fashion photographer, Rick Guidotti understood the power of images. Guidotti worked in New York City, Paris and Milan with high-profile clients like Yves St. Laurent, Revlon, L’Oreal, Elle, Harper’s Bazaar and GQ. But his career took an unexpected turn when, one day on a Manhattan street, he was struck by the beauty of a woman with albinism.

Guidotti began to look into various genetic conditions and was startled to find the impersonal way in which people with genetic differences were portrayed. Where he had seen beauty, medical textbooks saw sadness and disease. At that point, Guidotti changed gears on his career and began to focus on capturing the beauty of those with genetic differences.


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