Picture Perfect: Toni Smailagic

You want to know more about the cool guy that shows us that numerous things are going on around Duval county, or who the cool kids are? Here we are.

Toni Smailagic is the shooter and the showman of the entity, Cre8Jax, LLC, a brand that prides in keeping Jacksonville, Florida up on the happenings. He extended the invitation to us with his new photography book, ‘Introducing Jacksonville To Jacksonville.’

Here’s your invite to Toni’s classroom. Read up on Toni and view the quarantine picture series below. For your homework, check out his work on tonismailagic.com and Cre8Jax.com. While you’re there, purchase his excellent book. *school bell rings*


What is your favorite subject to photograph?

People, in general. It can range from someone who carries their "imperfections" with confidence, or someone who lacks confidence all together and allows me the space to capture their beauty the way I see and hopefully give them a boost - even if it's just for that day. 

What do you like most about being a photographer? Why?

I love that photography forces you into the present moment. Photographers are some of the most attentive people when it comes to details - whether it's sunlight / architecture / color / style / etc. We get to pause and truly enjoy what life gives us on a daily basis. Things most people take for granted, we tend to enjoy - even in the most stressful situations.

What is your favorite lens?

I sold my car when I moved out of Jacksonville about 11 years ago and used the money to buy a 16-35mm L series Canon lens, and couldn't afford any other lens for YEARS, so that lens became second nature to me, and still my most used lens to date.

What project(s) are you working on…or would like to work on?

I usually work on a few projects at the same time, but with the impact of Corona, everything was put on a pause and I'm currently working on a quarantine series taking portraits of people in solitude at night time. I'm not sure which direction or how long the series will last, but that's what currently occupying my time. 

What would be your dream photoshoot?

Anything that includes travel / culture / people / style would be a dream shoot. Going on assignment for a year with National Geographic or Delta would sum that up.