Filmmaker and photographer Michael Toman is the creative driving force behind the exceptional visual stories that stream seamlessly from celebrated brand, Story of Eve.
Effortlessly capturing the beating heart and soul of a couple’s special day, be it a grandiose affair enveloped in rolling countryside or an electric elopement set in the city, Michael captures the pure essence of a celebration with his unique style of photography and videography. It’s a style that is endlessly fed and inspired by a multitude of sources; pages from fashion editorials, old film posters, vintage film stills and, of course, his peers – other photographers. In fact, it’s a style you may recognise from the launch video of Your Day (that was rolled out across our socials) in which we collaborated with Story of Eve on.
Read on to discover everything from Michael’s five favourite photographs ever taken to his valuable advice for couples preparing to select their photographer.
#1 How would you describe your photographic style?
“I enjoy telling different kinds of stories…from intimate garden parties, opulent manor house gatherings and emotional mountaintop elopements to crazy pool parties and spectacular dining experiences on private yachts. I want my couples to look back at these memories and see a reflection of who you are in every frame; not literally, but the essence of them as people.
I am inspired by fashion magazines and editorials and love working with modern couples who aren’t afraid to bring their own unique aesthetic to this unforgettable event.
My work is a mixture of romantically raw and moody to upbeat, elegant and full of energy.”
#2 How did you become a photographer?
“I always had a great love for drawing growing up, which is nothing unique as I’m sure all children probably have this to some extent. The joys of living in the countryside with not a lot to do gave me lots of time to sketch and doodle for endless hours at the kitchen table. When I wasn’t drawing, I would be meandering across the fields behind my house carving bows and arrows from trees or thinking up ghost stories to tell my friends.
When I turned 16, I enrolled on a media course and it was the first time I really enjoyed any of my educational journey to that point. Suddenly, I was taking pictures, developing film in a dark room, making movies and radio shows and writing scripts.
At 19 years old, I branched out as a photographer and set up a small business along with my sister. Very quickly, I realised that as much as I knew how to use a camera, I hadn’t a clue how to manage client expectations, finances or deadlines.
So, back to university I went to study a degree in interactive multimedia design. On the day of my graduation, I was offered a job as a graphic designer and spent the next seven years working in magazine design and branding.
With this experience under my belt and a more solid grasp of how business worked, I once again took the chance and went out by myself and set up a company specialising in branding and design. Throughout this whole period of running my own business, I often shot video and photography but it wasn’t on my grand plan as a natural pathway until I filmed a friend’s wedding in 2012 and this led to the beginnings of Story of Eve.
For the past decade, I’ve been filming weddings and commercial work worldwide under my two brands ‘Story of Eve’ and ‘Behind The Fold’. I’ve only more recently moved back over into it being more photography focused, which I’m really enjoying.
My pathway has most definitely taught me to embrace the ‘jack of all trades’ mentality. My typical week is never boring and can range from working on a client brand identity, filming a TV advert for a large sports brand, to shooting weddings, creating social content and of course, editing…there’s always lots of editing!
I also lectured in graphic design and media for 11 years but this answer is turning into a life story so I’ll leave it here.”
#3 What would your advice be to couples when it comes to, not only choosing their wedding day photographer, but to when it comes to the pictures themselves…
“My advice is pretty simple. Can you imagine you and your spouse in the photographer’s images you’re looking at and how does that make you feel? If you have no emotional connection to the imagery then return to step one and continue your search. The good news is that there is no shortage of incredible photographers out there to choose from and each have their own distinctive style and approach.
Once you’ve found someone whose work you love, reach out to them and tell them as much as you can about your day. You’ll be surprised how many wedding vendors book up quickly or hold back dates for something really exciting that they are passionate to work on.
After their availability has been confirmed, it’s always nice to grab a coffee together or jump on a Zoom call to discuss further and see if you make a good fit. The photographer/videographer and creative team you choose will be with you throughout this unforgettable celebration so choose people whose company you think you will enjoy.”
#4 What inspires your work? Are there certain photographers’ work you love?
“I am a complete geek and am constantly hoarding creative inspiration for future shoots, weddings and projects. Typography from old film posters, Italian architecture and painters, comic books, fashion magazines, vintage film stills and of course, other photographers. Everything that inspires me is snapped, scanned, saved, collated and finally pinned to Pinterest so that I can find it when I need it. If you fancy a look, a quick search of ‘story of eve’ on Pinterest will bring you down a rabbit hole of everything I love.
There are way too many inspiring photographers to name but here are three. Peter Lindbergh, Saul Lieter and Nirav Patel.”
Head to Story of Eve’s beautifully curated website to discover more of his work.
For more from our Behind the Lens series head back to your day.
