Bruce Hendricks

from 2020 Summer PPOC Gallerie Magazine

by Professional Photographers of Canada

Message from the Outgoing Chair

THE STRAIGHT SHOOTER

FROM MANITOBA

By Alph Leydon, MPA

WHAT GREATER HONOUR CAN THERE BE IN CANADIAN PHOTOGRAPHY THAN BEING AWARDED FELLOWSHIP OF THE PROFESSIONAL PHOTOGRAPHERS OF CANADA (F/PPOC)?

THE ANSWER IS… BEING AWARDED FELLOWSHIP OF THE PROFESSIONAL PHOTOGRAPHERS OF CANADA (F/PPOC) AND BEING HONOURED WITH THE YOUSUF KARSH LIFETIME ACHIEVEMENT AWARD. AS IF THESE HONOURS ALONE WERE NOT ENOUGH, BRUCE ALLEN HENDRICKS IS THE FIRST EVER TO ACHIEVE BOTH IN THE SAME YEAR.

Hendricks is a straight shooter. He’s rarely short of an opinion and always happy to share it; he speaks his mind and will stand up for what’s right. He’s ruffled a few feathers along the way, and he’s been known to block the odd social media account, however, if you’re a decent person he’ll treat you like gold. His friends are tight and would tell you he’s a stand-up guy, always ready with a fast quip, often with a note of sarcasm, but that’s what makes Bruce… Bruce! For some, their photographic career starts later in life, for others, it may be an adjunct to their primary career. Not so for Bruce Hendricks. Hendricks is the quintessential photographer’s photographer. He found his passion early in life and from there it has matured into a lifelong vocation. The year was 1985 and on any given day the young Bruce Hendricks could be found working steadily in the red glow of his high school darkroom, in his hometown of Winnipeg, Manitoba. He was in Grade 10 and had already chosen Photography over Drafting or Graphic Arts in his Visual Communications Program. Regularly scoring in the mid-90s for his photographic work he was in high demand by fellow students to help with their assignments. The deal was that Bruce got to experiment with what interested him and his colleague for whom he was doing the work would have to accept the score, good or bad. Today as he dodged and burned, adjusted the chemistry, and transferred his substrate from bath to bath he experimented with high contrast printing on fiber paper. The results were solid, the score was high, and his buddy was thrilled.

The British Columbia Years

Life’s lessons come to each of us in different ways. For Bruce, the five and a half years he spent in British Columbia through the latter part of his twenties were formative to his future career and personal life. A little naïve yet eager to expand his knowledge in his chosen career he was captivated by the offer of partnership and big promises for a successful career with a recognized professional

photographer, whom he knew and trusted. What ensued was a roller coaster of business and personal challenges as Bruce slowly discovered that not all in the garden was as rosy as he had anticipated. Then there was the drug-addicted wild partying roommate, the transgender acquaintance with the gold Pontiac Fiero and an overly zealous and dishonest preacher woman who tried to put the thumbscrews to Bruce at the city’s main mall while he was engaged in some studio promotion until video cameras revealed the truth. From a photographic perspective, Bruce got a rapid education in the good, the bad, and the ugly of running a photography business. On a personal level, lessons were learned, and Bruce returned home to Winnipeg a more mature and wiser man. He started IMPACT Photographic Design immediately upon his return.

Professional Photographers of Canada – PPOC

Bruce joined the Professional Photographers of Canada as a student member at age 17. In high school he was a hero, scoring high on all his assignments and making the Dean’s honour roll. High school however is a very different world from the professional world. Bruce submitted ten 8x10 prints to his PPOC Regional Board, as was the requirement at the time, and fully expected to be granted full Active Membership. “I waited a long time for the result. They wrote me a very polite personalized letter informing me that perhaps two of my images might be acceptable. I was devastated.” says Hendricks.

Many a person would stop right there, believing that these people don’t know what they’re talking about, that they are old fuddy-duddies stuck in their traditional ways. That they don’t understand the youthful modern approach. But young Hendricks took the opposite track. He dug in and doubled down. By his own admission, he decided to swallow his pride and learn. He learned from the best and became the best of the best. To this day he credits the PPOC Association and its enormously talented

members for much of his advanced education in professional photography. Over the years he has become involved in every level of the Association serving on the Board of Directors in Manitoba, heading up National Projects, Programs, and Committees. He is also a National Competition Judge and the Editor of Gallerie Magazine. Hendricks believes wholeheartedly in the value of Professional non-profit Associations. He joined the Professional Photographers of America - PPA and has become the first Manitoban ever to be Certified by this organization. He is also their first Canadian Liaison and has been instrumental in introducing their “Super 1 Day” Photo Workshops and Certification Programs to the Canadian market. “It’s my philosophy that one must continue to learn about the boundaries of one’s own ability to be able to constantly produce better more creative images for one’s clients.” Bruce Hendricks As a photographer, Hendricks describes himself as a generalist. That said, he specializes primarily in fine portraiture and believes in the value and importance of wall décor. He has been named Manitoba Photographer of The Year four times, has been a finalist eleven times and has twelve National Accreditations to his name in:

The PPOC Fellowship Award – F/PPOC

To date, there has been a total of eight PPOC Fellowships awarded in the history of the Association. Of those, there are just six of the recipients still living. The PPOC Fellowship program’s main objective is to allow accomplished members to share their knowledge with the general membership while providing technical and administrative education. This award represents the highest level of achievement within PPOC. To be eligible the photographer must be an active member of PPOC for a minimum of 10 consecutive years. They must also hold an MPA designation with a minimum of two bars. The applicant is required to submit a 6,500 to a 7,000-word thesis of a technical, educational, or administrative subject. They must also provide 15 Salon quality digital images, to be accepted by a panel of Nationally qualified judges. Hendricks has titled his thesis, IMPACT… Defined in the Cambridge Dictionary as…

A powerful effect that something has on a situation or a person.

He believes so vehemently in the role IMPACT plays in photography that he chose the word to brand his company.

“In the photographic judging systems of both the Professional Photographers of Canada (PPOC) and the Professional Photographers of America (PPA), the “impact” of the photograph being judged weighs heavily on its final score. More importantly, the impact of an image on the general public cannot be overstated. The pure impact of the image before them can simply mesmerize the viewer.” Bruce Hendricks In it, Hendricks initially considers the effects both Emotional Impact and Visual Impact can have on the viewer and the availability to the photographer to leverage both. He goes on to further explore the many tenets of Visual Impact, many of which have been embedded in the human psyche over the eons of our evolution. The Fibonacci Sequence and the Golden Ratio provide the foundation for a compelling study into fundamental COMPOSITION. From here Hendricks introduces us to a concept he developed over time, which if adhered to will deliver highly impactful images on a consistent basis. He refers to this concept or system as SLDP – it stands for Shapes, Lines, Dimension, and Patterns. It has become his Mantra ever since. “Initially I forced myself to constantly look at the world in that way. Everywhere I looked, I would try to imagine how I could create an interesting and impactful photograph. Where would I place my subjects for a more dynamic image? At what camera angle? In time, I trained my subconscious mind to constantly be on the lookout for these opportunities in my day-to-day life and it actually changed the way I viewed the world around me. Today, I do not actively look for these opportunities, I “feel” them. I know what feels right compositionally. Everything started for me with SLDP and expanded from there.” Bruce Hendricks With many solid photographic examples and illustrations, Hendricks brings home his point. His approach will provide a solid foundation for creating more impactful images to any photographer willing to internalize this process. Hendricks does not stop there however, he rounds out his thesis by providing us with several other tools to maintain the viewers’ attention within the image, including the use of Perspective, Visual Blocks, and Circular Posing. In conclusion, Hendricks leaves us with the thought that… “If a photographer can train themselves to have a solid foundation of composition and the SLDP system, they will find that their images will dramatically increase in Visual Impact. This will allow them to better capture the attention of the viewer’s subconscious mind and consequently be appreciated far more by the public at large.”

The Yousuf Karsh Lifetime Achievement Award

This award was established by the Professional Photographers of Canada in 2002 to commemorate the legacy of Canadian photographer, the late Yousuf Karsh. The Yousuf Karsh Lifetime Achievement Award recognizes photographic excellence amongst PPOC members. Members of the Professional Photographers of Canada earn “print merits” by demonstrating outstanding photographic ability through annual National Image Competitions and National Accreditation. The Yousuf Karsh Award is presented annually to the member with the highest number of print merits in excess of 4,000. The award can only be received once in a career.

The Yousuf Karsh Lifetime Achievement Award is one of the greatest achievements that can be earned by a member of the Professional Photographers of Canada and speaks directly to the outstanding photographic talent of the recipient. As most of our members will know, achieving print merits is a challenge, an honour and always a learning experience. It is never easy, but then again nothing of value ever is. For each Accreditation 30 merits are earned. And for every image accepted in National Competition 60 merits are earned. One can imagine then the dedication, quality of work, and time it takes to accumulate in excess of 4,000 merits. Hendricks, like all other recipients of this award, is to be applauded for his consistency and perseverance.

Future Goals

Life has had its challenges for Hendricks. When just a young boy he was diagnosed with Crohn’s Disease, a condition that runs in his family. It has affected his life greatly and has, at times, been debilitating. Nonetheless, he has pushed through, overcoming the hurdles, and has achieved so much. He currently holds his 8th Bar to his PPOC Master of Photography designation and has a goal to achieve his 10th Bar in the years ahead. He enjoys Competition Judging and the role of Jury Chair. As a sought-after National Judge and head of the Image Review Committee in Manitoba he looks forward to lending his experience to help other photographers interested in competition. Educating others has for many years been something Hendricks has enjoyed. He has conducted many seminars and workshops over the years and has a target to schedule four to six speaking engagements annually going forward. Hendricks has undertaken a personal project of significant importance and one which has much heartfelt meaning to him. His mother passed away having struggled with two bouts of breast cancer. His desire, therefore, is to produce an inspirational book of stories and photographs of women who have beaten breast cancer and have returned back to their normal lives.

“The basic premise of this project is to prove to women that were just diagnosed with breast cancer that it is not a death sentence. They can beat the disease and go back to living and enjoying their lives just like they were doing before the diagnosis. I want to give these women hope when they are at their most fearful and when they are at their lowest.” Bruce Hendricks This important project continues to this day and Hendricks is always on the lookout for inspirational candidates.

Advice for a new generation of photographers

It is difficult to be successful financially in the world today without strong business skills. This goes double for those in photography and the arts. Hendricks has spent his adult life learning and honing his business skills and strongly recommends finding workshops and courses to bolster one’s knowledge in this area. “Somebody who is a good businessperson and a mediocre photographer will be more financially successful than a great photographer with mediocre business skills.” Bruce Hendricks Ultimately as a photographer in today’s world, one also needs to be at the top of their game and ahead

of the competition. Art, technique, and craft all come into play here and so to study Hendricks’ IMPACT thesis and his SLDP system, would be a step in the right direction. When the current lockdown due to COVID-19 finally ends you will find Bruce cycling his favorite trails, throwing a rock in a local Bonspiel, or settling into a booth at one of the several locations of his favourite eatery, the historic Salisbury House Restaurant… Bruce Allen Hendricks now stands as the most decorated photographer in Manitoba history.

Way to go Bruce!

Designations

2020 2020 2020 2019 2017 2016 2015 2012 2012 2010

2009 2007 2006 2000 1999 1998 1996 Honour of Fellowship of the Professional Photographers of Canada Yousuf Karsh Lifetime Achievement Award for Photographic Excellence - PPOC 8 th Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada 7 th Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada 6 th Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada Emerald Bar – Honour of Fellowship (F.Ph.) - PPOC-Manitoba 5 th Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada 4 th Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada Honour of Fellowship F/PPOC-BC - PPOC-British Columbia Certified - Professional Photographer (Professional Photographic Certification Commission) 3 rd Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada Amethyst Bar – Honour of Fellowship (F.Ph.) - PPOC-Manitoba 2 nd Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada 1 st Bar - Master of Photographic Arts (MPA) - Professional Photographers of Canada Honour of Fellowship (F.Ph.) - Professional Photographers of Canada-Manitoba Master of Photographic Arts (MPA) - Professional Photographers of Canada Craftsman of Photographic Arts (CPA) - Professional Photographers of Canada

Awards

(4) Photographer of the Year - Professional Photographers of Canada-Manitoba (11) Finalist for Photographer of the Year - PPOC–Manitoba/British Columbia (2) Most Creative Award - Professional Photographers of Canada-Manitoba (2) Child Portrait Award - Professional Photographers of Canada–Manitoba/British Columbia (1) Presidents Award (Highest Scoring Print) - PPOC-Manitoba (2) Best Portrait Award - Professional Photographers of Canada–Manitoba (12) Judges Choice Awards - PPOC–Manitoba/British Columbia (12) National Accreditations - Professional Photographers of Canada (Numerous) Canadian Loan Collection Book Images - Professional Photographers of Canada (3) Canadian Loan Collection Images - Professional Photographers of Canada (Several) PPA Showcase Book Image - Professional Photographers of America (1) Nature Award (Animal) - Professional Photographers of Canada–Manitoba (1) Fashion Award - Professional Photographers of Canada–British Columbia (1) Portrait of a Woman Award - Professional Photographers of Canada–British Columbia Honourable Mention Portrait of a Man Award - PPOC–British Columbia (1) Best Commercial Image Award - Professional Photographers of Canada–Manitoba (1) Wedding Album of the Year Award - Professional Photographers of Canada–Manitoba (1) Kodak Gallery Award (Commercial) - Kodak Canada (1) Kodak Gallery Award (Portrait) - Kodak Canada Finalist Fuji Wedding Award - Fuji Canada