Jordi Koalitic is Bringing ‘In-Camera’ Magic to NYC: A Pushback Against the AI Aesthetic
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The Return of Practical Magic
In an era where generative AI can conjure a hyper-realistic landscape or a surreal portrait with a single text prompt, the appeal of the ‘authentic’ glitch is growing. Jordi Koalitic—the collaborative project of brothers Jordi and Arnau Puig—has built a digital empire not by mastering software, but by mastering the physics of light and glass. With a combined reach of over 27 million followers across TikTok and Instagram, the duo has become the gold standard for “in-camera” visual effects, proving that some of the most striking imagery doesn’t happen in post-production, but in the moment the shutter clicks.
That philosophy is moving from short-form video to a live classroom. In a new partnership with US camera retailer Adorama, Jordi Koalitic will host a free workshop in New York City on June 10, focusing on the intersection of light, motion, and physical props. The event, titled “Creative Portraits with Light & Motion,” is designed as a direct counterpoint to the current industry trend toward heavy CGI and AI-generated visuals.
Beyond the Prompt: The Mechanics of the Frame
For the uninitiated, the Koalitic brand is centered on the “reveal.” Their content typically begins with a mind-bending image—perhaps a subject appearing to be trapped in a mirror or surrounded by floating light—before cutting to a behind-the-scenes shot showing a simple piece of glass, a smartphone screen, or a strategically placed prism. It is a democratization of visual effects; they strip away the mystery of high-budget cinematography and replace it with accessible, physical hacks.
According to Adorama, the June 10 session will move beyond curated social clips to provide a live walkthrough of two specific setups. The first focuses on light painting portraits, a technique that requires a slow shutter speed and a controlled light source to “draw” within a frame. The second will explore the use of reflective surfaces—glass, screens, and prisms—to create depth and distortion without ever opening a piece of editing software.
This focus on “repeatable” effects is a critical distinction. While AI can produce a random, singular marvel, practical VFX allow a photographer to maintain a consistent visual language across a series, providing a level of tactile control that prompt-engineering still lacks.
A Strategic Pivot for Retail and Creators
The partnership between Koalitic and Adorama signals a broader trend in the photography market. As entry-level mirrorless cameras face competition from AI-powered image generation, retailers like Adorama are pivoting toward “experience-based” education. By aligning with creators who emphasize the physical act of photography, they are reinforcing the value of the hardware itself.
This isn’t a one-off event. The partnership is slated to span the year, integrating Koalitic into a broader ecosystem of content, podcasts, and educational workshops. It is a calculated move to capture the attention of Gen Z and Alpha creators who may have never owned a DSLR but are obsessed with the visual output of professional cinematography.
Accessing the Workshop
While the physical event takes place at Adorama’s flagship New York store from 5 to 6 PM, the brothers are ensuring the reach extends beyond Manhattan. The entire session will be livestreamed via Adorama’s YouTube channel, allowing global followers to dissect the setups in real-time.
For those in NYC, the event is free, though reservations are being handled via Eventbrite to manage the capacity of the flagship space. In a landscape increasingly dominated by the “black box” of AI algorithms, the appeal of seeing a real person move a real piece of glass to create a surreal image is, ironically, the most refreshing trend in digital culture.
