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Meet Federico Medina of StoopDown Photography

Today we’d like to introduce you to Federico Medina.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My earliest memories of me are as a kid in elementary, drawing action scenes from movies and placing them on my teacher’s desk as a surprise. As a teenager, the 90’s graffiti scene fulfilled my need to express myself. I developed a unique tagging style that evolved into throw-ups and mural based characters, drawn onto loose pieces of paper.

After dropping out of high school and getting my GED, I enrolled in a trade school for graphic design. It was there that I found a new appreciation for art and design, which would eventually develop into art pieces based on digital (vector) illustrations. I started wheat pasting my digital illustrations and during this time, I introduced my wheat paste artwork to art galleries.

From there it evolved into illustration work to developing short films with a GoPro and expanding to DSLR, which led me to develop more of my art into photography.

I found myself absorbed by the ongoing study of light, in capturing a photograph based on the feeling or, idea that I want to present. I became completely focused in capturing the rawness of life, either in street or studio photography. I photograph the majority of my work in black and white, so the color does not distract you from the emotional state of the subject.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I would prefer the challenges and grittiness you encounter on a rough road. It is a constant struggle in trying to develop one’s own style and at the same time separating yourself from other artists/photographers. The photography world is greatly saturated at this time, so you must be constantly challenging yourself and with that, you become your own worst critic.

The struggle sometimes is to decide which project to develop or how to get out of a creative slump which can sometimes feel like it lasts forever; Or making sure you remember that one “great” idea I had during a night of drinking with friends.

StoopDown Photography – what should we know? What do you guys do best? What sets you apart from the competition?
My life revolves around art and design – I make a living as an art director, incorporating some of my photography based on client needs. In my profession, my strong urban influence attracts a wide range of clientele, particularly within the skateboarding and automotive industries,

As an art director, I enjoy developing brands and marketing campaigns that can successfully communicate with the public. You must have a good understanding of what the audience will see in the brand in order for them to respect it. People that follow a specific industry you want to market to, can spot the bullshit from a mile away… so don’t bullshit the public.

It’s not a matter of specializing in seeing the truth in something. In my photography for example, albeit street or studio, I like to keep it as honest and true to the subject as possible. I like to reflect on my surroundings in my work, from the despair, the happiness or even political movements. It’s my way of yelling out what I think about the world.

What is “success” or “successful” for you?
Success is being happy with the final product. Success is knowing that the message or story you wanted to tell was made clear. and sometimes it doesn’t matter if the public got it as long as you yourself, can see your image come alive. My criteria is sometimes playing both sides, presenting the negative and positive aspects of society in my photographs. There is nothing specifically you are looking out for, especially in street photography.

Your inspiration is random and can come at you from any corner or shadow. I allow my ideas to flow from me very organically and produce or capture what feels right at the moment.

With street photography, you can’t take too seriously and plan to go out and capture the Pulitzer Prize-winning photograph. You take what the streets give you and if you’re lucky you capture it. I have an ongoing project that I use to not take the art scene too seriously… Fuck Art.

I don’t like how the word “Art” is thrown around and used to label everything. Just enjoy creating in whatever medium you choose, keep expressing yourself and worry about where it will be displayed after. Have fun with Art, make fun of Art, make people happy or angry with Art. Fuck Art.

Contact Info:

  • Website: (In Development)
  • Phone: (714) 673-3783
  • Email:

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