Brand Ambassador JOAN BOIRA

Joan is a photographer and photography teacher, specializing in portraiture and product photography since 1993. He has worked for Hospital de Bellvitge, Diputación de Barcelona, Renfe, Winterthur, Unilever (Agrigel), Fresenius Kabi, Saeco, Caixa Girona, Gablons (Victorio & Lucchino, Isabel de Pedro, etc), Editorial Planeta, Lonely Planet, Caviaroli, Discover Catalunya, Ormograf, SBO, Wagon Lits, Märklin, Trix, etc. And he often works with brands such as Hasselblad, Profoto, BenQ, Efi, X-Rite, GretagMacbeth, Olympus, Barco, Phase One, Nikon, Kodak, Phase One, etc. in which he participates as a trainer. Joan has an online school,, where he offers courses on photography, retouching, lighting, product photography, color management (with one of the most complete online courses on this subject for photographers), photographic business and much more… What’s more, he has worked on face-to-face courses for Foto K, Fotocasión, Casanova Photography, Arpi (professional photography stores) and the Emav school as a color management teacher for teachers.

Why is color management important to your workflow?

If we take a photograph with the appropriate means and techniques to obtain a satisfactory result, we adjust and retouch it to bring it to the best version of itself and when we save the photo, we get a file that does not look like what we have been working on, the result is very unsatisfactory.

What would you say is your greatest achievement to this day?

To photograph and to teach photography or improve photographic technique in an easy-to-understand way (including color management).

What is an interesting fact about yourself?

I consider myself a person in constant learning, with great empathy.

What is a top tip for people who aspire to do what you do?

Try to train constantly, observing current trends and taking them to our terrain and personal tastes.


In order to create freely, you need to see with accuracy. The gear, the technique and our taste are the base of our pictures and videos, but they won´t be of much use if the media we use undermines the appearance of our images. I have always relied on X-Rite to provide solutions to the color reproduction, now Calibrite will be the new reference to provide “light and color” to photographers and filmmakers.

Joan Boira

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