STEVE MARAIS is a South African born photographer, creative, experimental filmmaker and publisher, currently based in Berlin, Germany. His work, characterised by its intimate style, explores themes of modern masculinity, queer identity, and authentic human connection. After establishing a successful career in the South African fashion industry in the 2010s, Marais relocated to Europe and cultivated a more personal artistic voice. This distinct perspective has made him a sought-after collaborator for culturally relevant brands like UGG and Feeld, and his work has been recognised with the industry's highest accolades, including the Clio Awards and an iF DESIGN AWARD. He is also the founder and creative force behind the independent art publication Heavy Feral.

BIOGRAPHY

Marais grew up in a 'very normal' South African family, with his father in the mining industry and his mother primarily a housewife. His path to photography was serendipitous. During a family holiday in his youth, a woman, who happened to be a newspaper editor, asked him to take a photo of her and her son. Impressed with the result, she told his parents he 'needed to be a photographer.' With his parents' support, he pursued this path.

He studied photography, graduating in 2004 from the TUT University in Pretoria, and later honed his skills by assisting a variety of notable local and international photographers. Marais has been candid about his early development, stating, 'I don't think I was very good at it, in the beginning. I had no art training... so creatively, I had to play catch up. I had the perseverance to see it through.'

EARLY CAREER IN SOUTH AFRICA

Going professional in 2010, Marais quickly became a prominent figure in the South African fashion and creative scenes. His work was frequently featured on the influential creative platform one small seed. He was also a key member of 'The Gaschette Team,' a creative collective associated with Gaschette Magazine, producing editorials such as a spontaneous shoot during a rare Johannesburg snowfall withRharha Nembhard and Petite Noir. His work for Gaschette was often naively futuristic and highly stylised, demonstrating a strong command of conceptual aesthetics.

In 2014, his impact was formally recognised when he won the Trend Communicator of the Year award from African Fashion International (AFI) alongside his Gaschette co-founders. In the same year he joined the renowned Cape Town based agency One League. His international client roster from this era included Adidas, Nike, Lipton, Jameson Irish Whiskey, Marks & Spencer, Tally Weijl, Nivea, Muscle Milk, Country Road and Tena, solidifying his reputation for delivering polished and dynamic commercial imagery.

RELOCATION TO BERLIN AND ARTISTIC METAMORPHOSIS

In 2019, Marais relocated to Berlin, Germany. He has described this move as a necessity for his creative and personal growth, stating, 'I had to realise how cool South Africa was and even how cool I was, by leaving. It's only once you step out of your own bubble, that you realise your creative relevance.'

This period marked a profound artistic shift. The distance from his home country and the opportunities associated with setting up a new life allowed him to more fully embrace his identity as a gay man, which became central to his work. He moved away from highly stylised commercial shoots and toward a rawer, more authentic visual language focused on queer togetherness, bodily freedom, and human connection. He is now represented by 70seven Artist Management.

CREATIVE PHILOSOPHY AND PROCESS

Marais's current artistic practice is governed by a distinct philosophy he developed during the 2020s covid pandemic, which is built around the concept of 'choice.' His visual statement reads: 'I choose to illuminate the beauty of life by exposing human experiences that show their diversity and complexity. I choose to challenge the status quo by reflecting the realities that we as humans face.' He believes that in the modern era, creatives must do more than make beautiful images; they must 'stand for something.'

His technical process is direct and visceral. He primarily shoots with a mix of high-end digital cameras and what he refers to as 'shit-cams,' (early digicam technology from the early 2000s) with a heavy emphasis on mood and colour rather than retouching and Photoshop manipulation to maintain authenticity. He has stated that his primary talent is not photography itself, but his ability to connect with people, creating an environment of trust that allows his subjects to appear unguarded.

MAJOR WORKS AND PROJECTS (202o – PRESENT)

Personal Projects and Publications

• Men, Together: An ongoing series exploring male intimacy and connection. In 2022, images from the project went viral after being featured in a 40-page cover story for the UK's Yummy Magazine. In 2025 images from this series were exhibited during Art Basel. 
• Heavy Feral: In 2024, Marais launched his own print publication as an act of 'thoughtful resistance' to the fleeting nature of digital content. He served as founder, creative director, photographer, writer, and designer for the 180-page art book, which features 15 original stories from his travels across four continents.
• Documentary Work: His agency biography notes that his portfolio includes documenting diverse subjects, from burlesque artists in Cape Town to refugees in Greece, highlighting a long-standing interest in social documentation.

COMMERCIAL WORK AND COLLABORATIONS

• UGG & Feeld (2024): His campaigns for UGG Pride and the dating app Feeld are seen as landmark projects that successfully translated the authentic, intimate themes of his personal work into a commercial context.
• 'Rainbow Wool' (2024-2025): Marais was the lead photographer for this globally celebrated campaign with Serviceplan Germany. The project won the industry's most prestigious awards, including a Grand Clio, Gold at the New York Festivals, and Gold at Eurobest.
• 'TOM ALL OVER MY BODY' (2025): A collaboration with designer Julian Zigerli and the Tom of Finland Foundation, this photo and video project was created to celebrate diverse masculinity and was slated for exhibition at Art Basel 2025.

ARTISTIC ANALYSIS AND STRENGTHS

Marais's work is defined by its ability to bridge uncompromising artistic integrity with strategic commercial appeal. His key strengths are identified as:

• The Bridge Between Art and Commerce: His personal work in Heavy Feral functions as a creative laboratory, developing the visual language that brands later commission.
• Master of the 'Quiet Moment': He excels at capturing subtle, intimate interactions that create a powerful emotional resonance.
• The 'Safe Space' Director: His collaborative, trust-based approach allows subjects to appear vulnerable and authentic on camera.
• Architect of Modern Masculinity: His portfolio is a significant contribution to the evolving cultural conversation around masculinity, depicting it with softness and vulnerability.