Tobias Meier (professionally known as 2b+photo) specializes in storytelling photography for fashion, beauty, and advertising. His works, easily piquing the viewer’s interest, often reference and play with a surrealist and pop-art feel. Noted for its vibrant saturated colour, precise composition and elaborately styled set design, Tobias sets out to create beautiful eye candy with a goal of flooding the viewer’s eyes with a sea of interesting details.
What led you to become a photographer and which camera do you use for your fashion photography?
My journey to becoming a photographer has been quite a roller coaster. It all started when I bought a Minolta camera to share lenses with my father’s camera. I experimented with color and monochrome films, developing them myself. However, shortly before finishing high school, my interest shifted from photography to moving images, where I saw the best potential for storytelling.
In the mid-1990s, I began teaching myself computer graphic (3D) to create my own narrative worlds. I studied communication design and earned a Master of Art in new media theory. I was deeply inspired by how images were composed and how narratives were conveyed through composition and lighting, from the silent film era to modern cinema.
In the late 90s, I had the opportunity to experiment with an analog DSLR equipped with one of the first digital kits. Despite this, I continued working in digital lighting for feature films and digital matte painting. Collaborating closely with movie directors on concepts and being part of the creative process further fueled my passion. My research into image composition and visual narration, combined with specific movie sequences, gradually shifted my focus back to photography and creative direction.
I started with digital DSLRs, progressing from entry-level to professional models, and since 2019, I’ve been using a Phase One camera, first the XF IQ3 and shortly after, the IQ4. The overall detail and clarity of the Phase One is phenomenal. The even higher resolution within the IQ4 and the ability to be up to date with latest technology improvements and integrated Capture One are the next step to the future.
What is it about photography that most intrigues you? (Is there a particular genre?)
As a fashion photographer and creative director, what intrigues me most about photography is its dual nature: it’s not just about capturing moments but also about creating them. My philosophy is that I don’t take images; I create them. From the initial concept to the final image, every element – props, lighting, space arrangement, and composition – is meticulously tailored to convey the desired narrative and mood.
Typically, one to three key images encapsulate the story, starting as sketches, color palettes, and reference visuals. I continuously refine the project until it intuitively feels complete. From this foundation, additional shots are planned with a rough concept of how to actualize everything, considering location, set construction, and other essential logistics.
Depending on the project’s size, I either design and build the sets myself or am deeply involved in their creation. While I prefer working in small teams, many people often contribute to creating the final images.
Detailed planning is crucial: each set build and change, preplanned lighting setups, exact photo compositions, specific model poses, and information regarding hair, makeup, and wardrobe are all outlined to ensure the final photos match the concepts shown to clients. This meticulous preparation helps the shoot day run smoothly and efficiently.
In fashion photography, working with models means having a limited time window to achieve the desired outcome. Typically, everything must be shot in one day. For each scene, the lighting must be 99% ready when the model steps onto the stage, allowing for quick shots and seamless transitions to the next scene.
For this I need a camera I can rely on for showing quality of details, including texture of skin and the highly embellished couture garments I often shoot, in addition to the ability to crop due to the 150MB sensor. With the Phase One you instantly have an image outcome you can only achieve after modifying photos of a DSLR camera afterwards. My personal highest priority is to achieve the light intensity and saturation in camera. There is almost no adjustment in color grading or adjustment in the photos I take. Carefully preplanned lighting with the most suitable light modifier in combination with Phase One and the corresponding lenses are the optimal key.
What has most surprised you in your photography career?
What has most surprised me in my photography career is the varying acceptance and appreciation of quality work. There is a wide spectrum of opinions on what constitutes good work and what does not. Often, these opinions are influenced by personal preferences or trends rather than the highest industry standards. This dichotomy has taught me that artistic perception is highly subjective and that it’s impossible to please everyone. Understanding these differing perspectives has been a valuable lesson in navigating the diverse expectations within the industry.
Breaking into higher levels of the industry has been particularly challenging. It requires not only exceptional skill and creativity but also a deep understanding of how the top tier of the business operates. Networking, building relationships, and consistently delivering high-quality work are crucial. Additionally, staying updated with industry trends and continuously evolving my style to meet the demands of top-tier clients has been essential.
Lastly, the collaborative nature of high-level projects has been enlightening. Working with a diverse team of professionals, from stylists and makeup artists to set designers and directors, has taught me the value of collaboration and the collective effort required to bring a vision to life.
What have been your greatest challenges so far?
I see every new project as a unique challenge. The size and scope of each project determine what is required, from concept development and set building to overseeing the entire production planning. In the past, I have organized everything from airplanes to in-studio forest sets and built several life-sized props. Each shoot day brings its own variables, whether it’s the location, lighting, or the complexity of the setup. This constant novelty keeps the work interesting.
My highest priority is to preplan every shot meticulously to be prepared for any obstacles that may arise on the shoot day. Challenges can range from individual-related issues to technical and studio problems. For instance, I once had a shoot with five models on a cold December day when the mansion’s heating system failed just hours before the shoot. Conversely, I’ve dealt with a studio overheating on a hot summer day due to a lack of air conditioning, necessitating additional breaks for the team and equipment to cool down.
The biggest challenge on shoot days is often the race against the clock. These days are usually packed with numerous shots to complete. A recent (on model) jewelry campaign, for example, required 10 scenes with over 20 lighting setups to be shot in one day, all while ensuring no additional reflections of equipment or the environment would be visible on the jewelry.
Is there a particular thought/feeling/goal you experience when framing a shot?
When framing a shot, my process involves meticulous preplanning to ensure every element aligns with my vision. I start by conceptualizing the story I want to tell and the emotions I aim to evoke. This involves careful consideration of the composition, lighting, and subject placement well before I even pick up the camera. By planning each detail in advance, I can create a cohesive and impactful image that resonates with viewers. My goal is to craft a visual narrative that not only captures the moment but also conveys a deeper meaning.
What would you say to someone who is considering a career as a photographer?
It doesn’t matter when you start, it’s never too late to begin your journey as a photographer. The important thing is to start and let your passion guide you.
Focus on your creative vision and storytelling. Understand that the camera is a tool to bring your ideas to life. A photographer is no less an artist than a painter; it is only the mediums that differ. Often, once you have a certain level of experience you can truly see and appreciate the opportunities that technology offers.
Before upgrading my camera, I researched better lens technology. I explored everything from simple light modifiers to the best equipment suited for my work. I put a lot of effort into shooting complex editorials. Looking back, I wish I had shot all of them with a Phase One camera to capture the quality and detail I desired. Those experiences motivated me to take the next step and invest in a Phase One camera, building my skills and extending my portfolio from there.
Confront yourself with both current and past works to understand the evolution of art and photography. Evolve further by finding the exact reasons you are drawn to something. You don’t have to like the entire artwork; maybe it’s just simple elements of it, like how a painter guides attention through composition and color. Stay curious and keep learning. Attend workshops, engage with other photographers, and never stop experimenting. Your passion and dedication will drive your growth and help you develop your unique style.
Learn more about Tobias Meier
For more information about his award-winning work, please check here
Check out Tobias Meier’s Portfolio and Instagram Profile

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