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 Frank Forbes Photo: Sergio Oliveira (www.sergiorio.com)
SUPSURFMAG: What can
you tell us about your history with the ocean and how photography became a
part of that?
SERGIO: Growing up on the beach was
pretty much how it all started. The ocean has always been a part of my life and
I don’t think I could ever live away from it. I started surfing when I was 17
and it instantly became a passion. I knew then, it would be something I would
do for the rest of my life and that hasn’t changed a bit.
As my surfing progressed,
I started to realize how much I enjoyed looking at surfing photographs. The
magazines were fascinating to me because besides helping me stay up to date
with the surfing world, it would take me to all different locations around the
world. At that point the thought of being part of that was like a dream, until
my wife surprised me with a camera on my birthday and that pretty much changed
my life. I started taking the camera to the beach and in between sessions, I
would take pictures of my friends and that’s when things started. The feedback
I was getting was very positive and I decided to take all that in consideration.
I have to admit things happened a lot faster than I could ever plan, and here I
am. I guess things really happen when you put it out there. It is all about
what you want and how much you really want it. One thing I tell you for sure,
it feels really good to do what I love and that is the biggest compensation to
me. Money will come…soon enough.
 Photo: Sergio Oliveira (www.sergiorio.com)
SUPSURFMAG: What do you consider your niche as a
photographer?
SERGIO: I think if we were to get down to the specifics I would say
“timing”. Being a surfer has given me the feel that sets me apart from other
photographers. I heard a comment last week that with today’s technology,
anybody can take action pictures. Well, I don’t think it is that true, digital
cameras have indeed revolutionized photography and everything else about it,
but if there is no feel for it, you can have the latest released camera with
the latest released lens and your images will still look dull. I also came to
realize, it is not just about a move or that one certain athlete but everything
around that particular moment. The light, the focus, the background, the colors
etc…
The other niche
is being here on Maui. There is so much going
on everyday. I always have something to shoot from kiteboarding to
skateboarding, skimboarding, stand up paddling, surfing and bodyboarding. I
could use a couple more hours of daylight.
SUPSURFMAG: What are
the greatest challenges that a surf photographer has?
SERGIO: The greatest challenge I am facing right now is finding my ways to
get through the industry. It is a pretty tight circle but if you have the right
connections and if you are good, you can get there. I’ve been doing a lot of work
on my own but it surely helps when you hook up with that person that is going
to take you to “The Guy” and make it all happen. I feel fortunate because
mostly everyone that crossed my way so far have been extremely nice and
helpful. Of course, there is always that one guy that will try and bring you
down but you just have to ignore it and move on forward. The second greatest
challenge to me is the weather. The sun just makes everything look so much
better and when it is not around I really hurt.
 Photo: Sergio Oliveira (www.sergiorio.com)
SUPSURFMAG: From a
photographer's point of view, how has stand up paddling evolved over the
last 12 months?
SERGIO: I have watched an
enormous growth in the last year, especially in the last six months. SUP’s are
everywhere and has definitely become the new thing. All ages, all genders,
people have embraced it like I’ve never seen it before. Maybe the only
comparable thing would be the boogie board invention in the mid 70’s. Even
then, things never got really heated until the early 80’s when it came out at
full blast. SUP is growing really fast and soon we’ve already starting to see
people really charging on it. I had one of my friends call me for a surf report
last week and he said between Grandma’s and The Breakwall in Lahaina, he
counted 56 SUP’s. That is huge!
SUPSURFMAG: Which
elite surfers are you seeing through your lens that have taken
on stand up paddle surfing? Are any of them a surprise to you?
SERGIO: A couple of years ago I remember seeing Laird on his board a lot,
but you know those guys…they have all kinds of toys and are always
experimenting different things. It was hard to pass on Dave
Kalama “killing it” on his board at Ho’okipa on that last
freak swell. Dave was turning like he was riding a 5’10” and some guys up on
the cliff were going “What the hell was that?” The biggest surprise to me was
seeing Eddie Ogata, one of Maui’s legends at
Launiapoko a couple of weeks ago. Eddie rips on a short board and I don’t
really remember seeing him on a longboard before, but yes he was out there having
a blast on his SUP. I also see the sport as a good way to keep families
together. It is a versatile fun way to ride a wave and everybody is getting
into it.
 Photo: Sergio Oliveira (www.sergiorio.com)
SUPSURFMAG: As one
who spends considerable time watching the lineup, how has stand up paddling
been received by other surfers?
SERGIO: I believe everyone has a different opinion about it. From what I
hear, some people are having a hard time sharing the line up, with the not so
respectful people, but for the most part I think it’s already been accepted.
Hopefully, all the differences we are facing now will be worked out soon and
before we know it, everyone will be having a good time.
SUPSURFMAG: Turning
to etiquette, what do’s and don’t’s do you see that should be
remembered by stand up paddlers in the surf?
SERGIO: Be nice and share waves…you’ve got the most powerful horsepower
out there and if you are out to catch every wave it is not cool. Use common
sense before paddling out. Remember the sport is fairly new and there’s still a
lot to be learned. If the waves have size, make sure you know what you’re doing
before paddling out. In general, care for your safety but most importantly for
the safety of all the other people around you, especially small children and
women. Don’t be a ”hungry hippo” and try to catch every wave, every set. People
are not going to like you out in the line up.
 Photo: Sergio Oliveira (www.sergiorio.com)
SUPSURFMAG: What
final words do you have for our stand up paddle friends worldwide?
SERGIO: SUP is growing faster than anyone could ever predict. Like Kalama
says, it took a while for the sport to surge but now it is blooming. I believe
we will see a significant increase in the amount of people starting to ride SUPs
in the next couple of years and I think we should look at it as if we have
created and accomplished something really cool. For all the new riders, have
fun and use caution. Kindness goes a long way. If someone says something to you
about riding a SUP ask them if they want to take your board for a ride, chances
are they will change their mind immediately. Keep surfing.
Acknowledgments by Sergio…
I’d like to
finish this interview with a big thanks to the people that have been supporting
me and believing in my work to include: My wife Heleena and my family, Kale
& Jami Boverman, Dave Wetter, Dave Kalama,
Erik @ OMaui.com, Nate @ SUPsurfingmag, The Wickey Ohana from Hana, Makana
Eleogram, Ben Cortez, All & Laurie Terry and Randy Strong (you are the man
when it comes to web design). And last but not least, my parents for forcing me
to get an education and pushing me thru all those years in school. Aloha.
For more of
Sergio and to check in with his shots visit www.sergiorio.com.
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FEATURES 
June 22, 2008
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