Anna Gadalean, known by her brand name GINGER'S EYES (@ohh.ginger), has quickly made a name for herself in photography. Her talent for creating something special out of the ordinary is clear to see. When given time to work on her own ideas, the result is UNCOMMONSENSE - a product that's both practical and innovative.
Anna first caught Way Up North's attention a few years ago during her presentation in Vienna. Even then, her creativity was evident, suggesting that photography was just one outlet for her artistic vision. There was clearly more to come from this talented individual.
Now, with UNCOMMONSENSE freshly launched and quickly becoming a popular accessory among photographers, we wanted to chat with Anna about this clever product that's getting people talking.
"Life's too short to make sense" is about embracing the unconventional and trusting your instincts.
Anna Gadalean
What was the tipping point that moved you from having the idea for the belt to actually creating it?
The tipping point came from the constant frustration of not having a practical yet stylish solution to keep my camera essentials organized while working long hours at weddings or sessions. I found myself juggling multiple pieces of gear, and it often interrupted the flow of creativity. The idea of the belt kept brewing until I realized there was nothing like it in the market, something that combined both functionality and style. That's when I knew I had to bring this idea to life.
How has your experience as a busy photographer influenced the design of the UNCOMMONSENSE belt?
As a photographer constantly on the move, transitioning between different locations, setups, and shoots, I understand the need for quick access to gear without compromising on aesthetics, especially when photographing classy events in high-end locations. My experience made it clear that the belt had to be both practical and comfortable, with easily accessible compartments for everything from batteries to memory cards and more.
Another significant pain point was the flash. I often found myself leaving it somewhere simply because I never had a convenient place to keep it at hand. That’s when the idea of the flash pouch came into the picture, and it’s definitely my favorite creation so far!
The imagery of my photography business and UNCOMMONSENSE are almost polar opposites. But that's precisely why I love doing both, it sparks creativity on another level.
Anna Gadalean
The brand philosophy "life's too short to make sense" is intriguing. How does this manifest in your approach to photography and product design?
"Life's too short to make sense" is about embracing the unconventional and trusting your instincts. In both photography and product design, this philosophy drives us to push boundaries and challenge the norm. It’s about creating something that not only serves a purpose but also sparks conversation and stands out. We believe in making bold choices, choices that might not always make sense to others, but resonate deeply with who you are and propel you to the new heights.
Orange features prominently in your branding. What's the story behind choosing this colour?
Well, first and foremost, being a Ginger is being orange! Haha. This color has always been the leitmotif of my personal and professional life.
At the same time, orange is a happy color, in my opinion. It’s vibrant, bold, and impossible to ignore, much like the spirit of UNCOMMONSENSE. It represents creativity, energy, and a departure from the ordinary. We wanted a color that stood out, just as we hope our belts do in a sea of generic gear. So the choice was pretty clear!
How do you balance running UNCOMMONSENSE with your photography career?
Balancing both can be challenging, and I wouldn't have been able to do it all by myself.
My partner and I have responsibly divided the roles in UNCOMMONSENSE (just like adults do). For the most part, I fulfill the role of creative director and manage marketing and social media, while he handles all the crucial work behind the scenes that brings the product to life.
Interestingly, the imagery of my photography business and UNCOMMONSENSE are almost polar opposites. But that’s precisely why I love doing both, it sparks creativity on another level and allows my brain to expand and think in more directions rather than just focusing on wedding or couple photography.
Can you walk us through the evolution of the belt's design from initial concept to final product?
The belt started as a simple idea, a practical accessory that looked good. The initial prototypes focused primarily on functionality, but as we progressed, style became just as important. Naturally, not everything worked out; some parts ended up looking hilarious or bizarre. We went through several iterations, tweaking the design to ensure it appealed to a wider range of photographers.
It was crucial for us that the pouches could be repurposed for various unique needs, allowing everyone to customize the belt to their own preferences. We would be honored if our brand sparks creativity, and we believe that creating your own tool setup can be a creative process in itself!
The belt is described as suitable for both casual and black-tie events. How did you achieve this versatility?
Versatility was key in the design process. We achieved this by selecting high-quality, sophisticated materials and a sleek design that doesn’t scream "photography gear."
The belt’s minimalist aesthetic allows it to blend seamlessly into any outfit, whether you’re dressed down for a casual shoot or dressed up for a formal event. Plus, the total black and subtle branding ensure that it complements rather than competes with your attire.
UNCOMMONSENSE emphasizes being "unapologetically yourself". How do you encourage this mindset among your customers?
We realized that we started strong, as the brand’s mission received a lot of positive response. At the same time, we know there’s a long journey ahead, and we’re ready for it!
Through our branding, messaging, and community engagement, we want to promote authenticity and self-expression, encouraging everyone involved to embrace their uniqueness unapologetically. I won’t lie when I say we have some exciting initiatives in the works for the coming months, designed to inspire creatives worldwide to explore their artistic expression and individuality. To be honest, we’re already amazed by the wave of creativity that’s emerged since our launch, and we so look forward to building a strong and uncommon community together.
As a photographer yourself, what feature of the belt do you find most useful in your own work?
At the moment, the flash pouch is definitely my favorite feature! I use it either for my flash or for my point-and-shoot 35mm camera. The pouch’s stretchy sides accommodate a wide range of gear.
But honestly, every compartment serves an essential role. For instance, the battery pouch is crucial. I always carry two extra batteries to ensure I’m set for the next 4-5 hours of shooting. The large pouch is also incredibly useful for holding my memory cards, phone, car keys, or even a couple of rolls of film.
While I like to switch things up and adjust the setup for each specific job, I know the belt always keeps me organized and ready for any situation.
Looking ahead, how do you see UNCOMMONSENSE evolving beyond the utility belt?
While the belt is our flagship product, we’re exploring additional accessories that cater to creative professionals who value both practicality and aesthetics. We’re currently working on designing some exciting add-ons that we believe will make a significant impact in our community. It’s a secret for now, but we can’t wait to reveal what’s coming next!
