Beyond the Mirror

In the chaotic, neon-soaked halls of a major convention, most photographers are looking for a clean background and a steady pose. Andrew Kent—known in the London creative scene as CAMAXA—is looking for something else entirely. He isn’t interested in the mediocre or the "safe" shot. In fact, he’d rather navigate ninety-nine bad ideas just to stumble upon the one great image that actually says something.

With 18 years behind the lens and five specializing in the intricate world of cosplay, Andrew has moved past the standard rules of portraiture. For him, a successful shoot isn't about recording the details of a prop; it’s about capturing the soul of the character.

The distinction in Andrew’s work begins with his approach to the subject. "I don’t take images of cosplayers—I create images with cosplayers," he explains. It is a partnership of trust and experimentation. In a world where we are often our own harshest critics, Andrew reminds his subjects that we see ourselves differently than the world does.

"Very few people like images of themselves because we focus on our flaws," Andrew muses. "Whereas everyone else sees the story being conveyed." His job, as he sees it, is to bring that story to life through rapport and direction, helping the "hero" in front of the lens stop worrying about the mirror and start feeling the energy of the character.

While his journey started with the grit of Nightwing and the dust of a Wild West village, Andrew has found a particular resonance in the complex world of Evangelion. One of his proudest moments remains a shot of Shinji, curled on a floor at SecretCon Magna—a quiet, haunting image that perfectly encapsulated the character’s internal struggle.

It’s this preference for urban settings and "vibe-heavy" locations that sets CAMAXA apart from the "con-floor" crowd. For Andrew, the crowded aisles of a convention are more distraction than inspiration. He craves the focus of a dedicated environment where light and shadow can be used not just to show off a texture, but to heightening an emotion.

"I would rather capture emotion and expression than record a detail candidly," he says. "I want to see the amazing props be used... not record them for accuracy."

Looking back on nearly two decades of photography, Andrew’s biggest lesson is a simple one: Break the rules. He encourages those transitioning from standard portraits into the world of cosplay to stop trying to create an "homage" to existing art and instead find a new angle.

And for those nervous about their first time in front of a professional camera? Andrew offers the ultimate digital-age comfort: "If the image is crap, we can just delete it and try again."

As he looks toward a future filled with more urban shoots and—of course—more Evangelion, Andrew Kent remains a reminder that the best photos aren't "taken." They are built, one bad idea at a time, until the magic finally clicks.

Andrew knows that the best way to grow is to watch the masters. If you’re looking to sharpen your eye, he suggests following these fellow UK-based lensmen:

• @iphotouk: For a look at how to master the "hero" shot on Instagram.

• @tinypinktog: A brilliant source of inspiration for framing and color.

• @jrecosplayphotography: Bringing a consistent, professional edge to the cosplay scene.