Joseph Cardo (21 June, 1976) is one of the most recognizable italian photographers with a contemporary and expressive style. His trademark, is the colorless predominance. Joseph Cardo was born in Puglia, in the south of Italy. At the age of 18, he moved to Milano to start his career, driven by the attractive of a big city and the opportunities of a fashion world that was in his best moments. After a fast success attached to a very personal style, decided to moved back to the south and built the GROUNDStudio, from where he started to hold all his national and international productions. In 2008, he gained public acclaim with his work for the Armani perfume campaign “Get Together”. Nowadays, he travels worldwide and has focused his career into the fashion photographic services and the direction of fashion films and spots. His photographs are predominated by a tonality halfway between white and black and color, i.e., by an attenuation of the color and all his shots have a very particular style, full of feelings and expressiveness, as if per each one had made a thousand, till finding the right moment. He is very well known because of his portraits, direct and intense, capturing what claims more attention from the character´s essence. That is why he is one of the italian photographers most requested by celebrities and his portraits are constantly magazine covers or images of important campaigns.