Loïc Froidevaux

Loïc Froidevaux is an engineer and a photographer, both rational and creative. And while that may seem contradictory, both fuel his ongoing quest to be witness to truth… whether in the mountains or the sea. As Swiss talent scouts, the team at helvet happily dove into his world. 

At 30, Loïc has already spent half his life with his camera at his side (having used his parents’ camera before that). Today that’s a Sony A7iv, completed by a collection of lenses ranging from 16 mm to 400 mm. He loves the wide-angle lens, “which gives the impression of being more an actor than a spectator,” and using black and white to “reinforce a photo’s spectacular atmosphere, intensity and required effort.”

Born in La Chaux-de-Fonds, as a young man Loïc found the mountains to be a natural subject of choice. “I love how graphic the mountains are and how they constantly change depending on the light and the season. I’ve had some incredible moments up there,” he affirms. It’s a reflection of both his adaptability and his need to merge his experiences with the reality of confronting the elements.

Today, Loïc often finds himself in Valais; a photographer drawn to the wild summits that crown the valley below. They’re beautiful from down there, but it’s even better to see them from on high. After mastering the drone, which gives “an element of majesty to a scene”, Loïc went on to achieve his helicopter pilot’s license in collaboration with Héli-Alpes in Sion last year. The experience left lasting memories, like the time they dropped him off on the summit of Le Pleureur at 3,700 m, in shorts and a t-shirt, just long enough for him to capture the helicopter skid landing over the void, with the Grand Combin in the background.

“Photography is a pathway to unimaginable adventures. It opens doors to discovery, meeting new people, and allows you to explore new lives, even if just for an instant” explains Loïc.

Captured experiences
If anything underlines Loïc’s passion for photography, it’s the idea of immersion: being a participant and not just a spectator. Living the instant being photographed, which usually comes to fruition with minimal planning and maximum spontaneity. That philosophy applies on the trail, between the runners, just as it does on corporate jobs. No gadgets, no spotlights, no staging. “I think that’s one of the things my brand clients really appreciate: my photos are immersive. Whether that’s for Swizaknives or Bach Equipment bags, I take their products on an adventure. I use them with the spirit of documenting their utility authentically, which is so much more sincere than a simple photo shoot. I let the journey dictate the direction we go and when I see that moment, that right light, I start shooting. In short, I live what I shoot. I always try to be sincere in that regard”, added Loïc. “And if things don’t go to plan, you adapt. Obstacles force you to get creative”.

As for what’s next, Loïc dreams of long-term assignments and marine horizons, meeting new people and the thrill of fresh emotions – “taking the time to take the time”. Onboard a ship in the middle of a storm? “That would be amazing. The ocean is not that different from the mountains: accessible when sunny, hostile as soon as the weather shifts”, explains the young photographer. “Photography is a way of seeing the beauty in everything around us, etching a place and an instant into history. But for me, it’s also a way of honing my sight. The intention behind capturing a beautiful photo pushes me to look deeper, and, ultimately, see better.”

picfactory.ch