Jaime Martinez is all about the internet. The Mexican born photographer first stumbled across GIFs while loitering on instant messenger in 2007, immediately seeing something more than a techy laugh in the format. Now he’s known for his raw, vibrant and witty animated photos of friends, foreboding women and musicians letting loose onstage. The M.I.A. x Versus Versace campaign is his latest venture, working with the singer and visual artist on the series shot in East London’s bootleg-drenched markets. Maybe it’s the leering motion of the GIFs, the garish layered prints or the roguish glint in M.I.A.’s eyes, but the energy captured in each shot is palpable. It’s also perfectly in line with the rebellious attitude the collection heralds. Martinez and M.I.A.’s working relationship no doubt has much to do with it: as he explains, “they go way back.”
Dazed Digital: So, how did you start working with M.I.A.?
Jaime Martinez: She found my work on some blog in 2009 and wrote me an email saying she was a fan. She invited me her concert so I could take pictures of her performing. I didn't believe it! Of course I knew about M.I.A. and I liked her music so I thought somebody was playing a joke on me. I only replied when somebody followed up on M.I.A.’s email saying I should actually get back to her.
DD: Then what?