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Ása Steinars
@asasteinars
Photographer based in Iceland
Introducing Ása Steinars
Ása is an adventure photographer from Iceland. She likes to go with the flow, is very laid back and loves to have some uncertainty and surprise added to her days. For several years she studied Engineering and Computer Science and had “serious” jobs, but soon she realized this lifestyle did not fit with who she is. Longing for more variety and action, she quitted everything and took off to Turkey to become a tour guide. The years to follow were filled with travels and that is when she got back to an old hobby: photography. She had never put the camera aside after she got her hands on one at the age of 11 and against all expectations, she is now a full time photographer who has helped setting up the biggest marketing agency in Iceland, built her own van and dares to follow her heart.
In this interview she tells us about her journey of challenges and successes, her branding, and all ins and outs about photographing in Iceland.
Interview
Welcome Asa!
Although you partly grew up in Norway, you were born in Iceland and have lived there since the age of seven. After having worked abroad and a 13-month trip through Asia you came back to Iceland and looked at it from a whole new perspective. What has changed?
Before I lived abroad and travelled a lot I wasn’t that impressed by Iceland. It was like a small town to me where everyone knew each other and followed the same fashion trends. That is why I always had the desire to leave and see the world. However when I came home after my time abroad I looked at Iceland differently. I still remember driving through Reykjavik and looking at the surrounding mountains when I thought to myself, has that majestic mountain been there my whole life? For the first time I was actually noticing it. By returning home and being away for a long time I saw Iceland in a new light and I started appreciating the incredible nature that you can find here.
"All of a sudden Iceland became my favorite country to explore and photograph - There is stunning nature absolutely everywhere."
During these first travels, you started a travel blog in order to document thoughts and memories. Photography was added to that, a passion was born and from there it grew into a career. What enabled you to build a career out of what you were doing just for yourself and for fun?
I think there are three vital enabling factors playing a role here. First, the big increase of interest in Iceland and the nature here. After 2010, with the economic crisis and the famous Eruption of Eyjafjallajokull volcano, Iceland gained a lot of attention which of course boosted the interest of others in my photography. The second factor is that I was part of setting up Iceland’s biggest marketing agency for over two years, growing from one to 40 employees. At the start we were only two employees and I photographed almost every single concert in Iceland that year.
"Finally, mindset is also really important to me. I always listen to my gut feeling and follow my heart."
I never settle for anything I don’t like or what perhaps on paper looks best for my career. This eventually made me quit my job and go freelance. It was a very scary step but I felt I had to try it, at least. It is a process, a period of time in which you gather courage, where your gut feeling gets stronger and where you empower yourself to make the move. How long you need for this is very personal and that is all fine. Listen to your own feelings and follow your own timeline – Fear will always be there, but a moment will come that you are stronger than that. It was the best decision of my life and I have never looked back.
Freelancing comes with many uncertainties and insecurities on different levels. What did you consider before making the decision to become a freelancer? How did you build your confidence to start walking this path and develop a unique brand?
I had a full time job that gave me security and comfort, but I felt that I had a lot of opportunities pulling me in all directions. It came to an edge when I had finished all my yearly holiday allowance in February. I thought to myself, what is the worst thing that could happen? I can always go back to a full time job again so if I don’t try this I will always regret it.
"I always believed in myself and I knew I could do everything we did in the agency on my own."
I also saw where the trend was going; social media marketing is not going away and that is what I do best, so I knew this was a good opportunity. In the end what helped push me over the line and make the decision was hearing a lot of stories from other people who had taken the leap, as well as motivational videos on YouTube. You can’t expect for your dreams to come true without taking a bit of risk.
"As for building my brand, I think using your uniqueness normally leads to success because you draw from your greatest potential."
So I have mixed my personality into my profile; I show who I am and what I love to do which I think shines through. I love being out on hikes, skiing and exploring nature and I will never pretend to be something or someone that I’m not. Being who I am makes that things come naturally to me and I prefer someone to know who’s behind the camera. There’s not really any well thought out strategy behind it. No one is you and that is really your superpower.
Photography and editing isn’t something to be mastered in one day. Looking back to your first year as a full time freelance photographer, which were your major challenges, those things you thought “you’d never get”? And, now some more years have passed by, what helped you to gradually “master” these challenges at the end (besides practicing)?
When I started as a freelancer I already had a lot of experience in photography but I decided to get into filmmaking as well. So I upgraded my equipment to shoot high quality video. That’s one of those things I thought I would never get into or become good at but I have learned a lot since then. It takes time and I definitely haven’t mastered it yet but I’m getting better.
You have worked with so many recognized brands now. Congratulations for that! Obviously you are not going to tell us all your little secrets of your trajectory with us, but could you share with us which five things you always try to remember when creating content for a brand?
The first thing I always do is to understand the brand behind the product. What do they stand for, what is their vision, how do they want to position themselves? Based on that I try to create content that matches. To me this is the most important factor as in the end this is what will decide if the client is happy or not with the result.
Second is of course the quality of the content itself. I have very high standards and I only deliver when I feel I have good enough content. I never want a brand to get a delivery from me that I’m not content with. I sometimes go out and redo a whole shooting just because I’m not 100% happy with the first images I got.
Then, I always investigate what the brand has done in the past and research a bit about the place I’m going to before I start shooting. It provides me with some inspiration and stimulates creativity and visualization of ideas in my head.
Finally, I would say to always keep the client in the loop and be nice. I quite often overdeliver to show that I really do my best at all times and want to build a good relationship. Being clear and sincere about what the client can expect and delivery on time is of course super important too!
Your brand, From Ice To Spice, is full of insights about Iceland – a playground for photographers. However, as you have lived there for many years, your motivation to shoot certain places might be different. What do you think you do differently as a local in terms of your photography approach and shooting locations compared to “guest” photographers?
When I started out I was trying to photograph my life in Iceland, like going for hikes or camping. Then I realized what works best for Instagram are the iconic places so I started to move my photography over to these locations. Naturally the motivation to shoot the most famous places fade over time, both because I’ve done them but also because so many other photographers shoot them. I find it much more exciting to search for new and undiscovered places.
"To this day I still discover new waterfalls or canyons that I have never been to before and that’s the most fun."
This year, because of Covid-19 and the absence of tourists, I went back to many of the most famous spots to photograph and enjoy these locations being all empty. I was for example at Skogafoss, one of the most visited waterfalls, alone for over two hours. That has been really fun, these places are popular for a reason and to have endless time to get creative at them without lots of others around is very exciting.
What are the few things that you would definitely not recommend when it comes to exploring and capturing Iceland?
If you’re coming for photography I would try to avoid the high season as many places can be very crowded. Unless you come in June when it’s midnight sun; you can shoot at night and find most places relatively quiet.
If you want to create content, I would not go with a big bus tour either. The best is to drive your own car so you can be flexible and go where the light and weather conditions are good on the island at a particular hour/day.
"You’ll also find that there is a lot to explore and it is so much fun to be able to be spontaneous."
Also, think about how the landscape looks in shoulder seasons (the period between high and low season). I think Iceland looks at its best in summer when everything is green or winter when covered in snow. Spring is more muddy, yellow or brown which isn’t as good for photography in my opinion.
In Iceland you are undoubtedly faced with harsh conditions shooting outdoors, which is not particularly comfortable most of the time. What allows you to deal with these harsh and unpredictable conditions so you can actually feel comfortable doing your job?
Good clothing is really everything and I’ve learned that very fast. I used to think Iceland was very cold but after visiting Greenland in -30°C I realized that you can dress for anything. I always dress warmer than how I initially think I should dress, mainly because of the wind. The temperatures usually don’t go that low in Iceland but the wind can make it feel much colder.
Also, the harsh conditions can be really interesting to shoot in. You get a different kind of photography that often tells a better story. And most important of all: I go outside. If it wasn’t for photography I would probably stay indoors many days when it seems to be cold. But in the end I never regret a day out in nature and I realize it is not that cold after all. Remembering myself of this always helps to feel comfortable even in harsh conditions – There’s a motivation that is stronger than that.
Having said that, the following are my winter clothes for Iceland:
1. Wool thermals – These are essential and the best way to stay warm. I rarely leave home without them
2. Shell jacket – To protect from both wind and rain
3. A traditional Icelandic wool sweater – This is how the locals dress, and for good reasons. It will keep you very warm.
4. Thin gloves – To operate the camera while keeping fingers warm
5. Swim wear – These may not keep you warm but there’s no better way to end a day than in a natural hot spring!
Photography is your passion, but that doesn’t mean it is always happiness and euphoria. What keeps you going? What do you do to stay inspired or find back the state of flow within your work?
That is very true, sometimes I can have a creative block and it is hard to feel inspired. I try to keep a balance in everything I do, never chase only one type of image. Often I mix photography with activities I like to do, such as skiing or hiking. When changing the activities, there is something new to be excited about every time. I also try to keep a balance between chasing the perfect shot and having fun. Life can’t get too serious.
If I’m not feeling inspired I try to go somewhere I have never been. It always gets me motivated to explore a new area I haven’t photographed before.
You have built your own van from scratch. How was it to do that?
Super fun! Building my own van has been a dream of mine for many years. I really enjoyed the creative process of deciding on the design, figuring out small problems and of course turning it into something beautiful. However, it is a scary project to start with; when we first bought the van and it was all empty you realize how much work needs to be done. It’s like building a small house and you need to think of everything from power supply to waste water, kitchen, heating and so much more.
What is important to take into account when building your own van? Any tips/tricks? And also, what should one certainly learn before heading off road tripping through Iceland in terms of dexterity in fixing things of the self-built van?
We learned really fast that everything would take longer than we thought. Mainly because we didn’t realize how much planning was needed. It is not like a house where most rooms have straight walls and 90 degree angles. Nothing is linear in a van which means every little detail must be fitted in a special way. It is far from straightforward and in the end we probably spent more time thinking about how to build things rather than the actual act of building.
"My best tip is to read lots of blogs and learn from how others have constructed their vans. It helps both for inspiration and to understand what parts to get (and not to get)."
Before heading out road tripping in Iceland, the interior must have been fixed and double checked really well. Many roads in Iceland are not paved so if you don’t want your van to shake apart you must build it robust and potent and from the start.
Aside from whether you have your own van or not, I would always recommend going for a van to explore Iceland. Perhaps vanlife in winter is only for the more adventurous ones but it is definitely possible. Any other time a van is ideal, if you ask me, although I should say that it requires a lot more planning than simply joining a tour when it comes to logistics. Nevertheless, I think most people visiting Iceland are coming for the adventure and then a home on wheels is the perfect companion.
You hosted a van life trip around Iceland in summer 2020 for your followers, how did you come up with that idea? Are there any next events planned?
I have had so many people asking me about van living in Iceland and once Iceland opened up for tourists this summer I really wanted to invite my followers to join me on an adventure. So my boyfriend and I decided to set up Vanlife Iceland and invited friends and followers to drive with us around the circle of Iceland. We ended up being 12 vans driving together for a week, exploring by day and gathering around a bonfire at night. Most of the guests had never lived the van life experience before or been to Iceland and they all really loved it. Since then I have gotten so many questions about the next trip so we will be doing more of these events next summer.
You are a landscape photographer and it is no secret this is a male dominated sector. How is it to be a female creative in this niche?
Often it is quite positive, especially when brands and fellow male photographers acknowledge that there aren’t many female creators out there. It’s important to keep it balanced and I am happy to be part of that. However, I have also experienced the downside of being a female creator in this industry, more often than I would like.
A few times I’ve had camera brands reach out asking to sponsor me only to realize they want to give me a very basic pink camera to shoot with. I have even been on campaigns where I was not allowed to hold the camera since their headquarters have forbidden it. So I was placed next to a male model that knew nothing about photography, but they made him hold the camera and had me stand next to him. A situation like this is very frustrating. I had not really learned how to stand up for myself at these moments, and it’s not easy – it can be hard to point this out without sounding too bitter and negative and it is even harder to give this feedback to a client when you are already at the shooting.
Unfortunately (gender) bias is deeply embedded in our subconscious. This is something the industry needs to be more aware of, both photographers and brands, so I have become much better in raising my voice and standing up for myself, for gender equality. I would love to see brands break out of these outdated stereotypes when it comes to genders. Once I was working for a clothing brand and I noticed that the same weekend they sent four guys to hike the highest peak of Iceland, they asked me to promote a swimsuit. I would of course have preferred to be on the climbing expedition. I challenge myself to do everything I can to show that certain things are not exclusively for males.
"I want to inspire more girls to dare to be creators and explorers, and also try to educate brands to rate females for the work they produce, not for how they look."
This has taught me to never allow myself to say: “I can not do this.” And it doesn’t matter what it is, ski touring, wake boarding or shooting in a blizzard in Greenland… I never back out because that is what people around me expect. In order to change the stereotypes we need to make campaigns where women are taking the photos, driving the jeeps and flying the drones. Otherwise we will maintain these outdated stereotypes and a wrong image of who could become a landscape photographer.
"To any women out there recognizing this and perhaps doubting yourselves - I encourage you to do what you desire to do despite others’ expectations and never give up on your dreams!"
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