Inside Toronto鈥檚 Yorkdale Shopping Centre is a red carpet, highlighting images of the world鈥檚 biggest celebrities and the famed photographer who snapped them.
The exhibit, "30 Years of Red Carpet Style with George Pimentel," draws people into the work of iconic Toronto-based photographer George Pimentel. The photographer is often found on the red carpet at TIFF, which is getting underway now, but he鈥檚 revered around the world, spotting A-listers at Cannes Film Festival, the Academy Awards and many more.
鈥淧eople love to star seek and these photos are life-size so it gives them a glimpse and it gives them an energy that they鈥檙e actually near a star,鈥� said George Pimentel, standing amongst his work as he spoke with CTV National News.
Massive prints of Hollywood elite hang from the atrium, glistening in the September sun shining through the mall鈥檚 skylight. Others are printed and placed on temporary walls, allowing shoppers a chance to wonder the red carpet, looking through the lens of Pimentel.
鈥淚 just want people to say, 鈥極h wow, this is my favourite actor,鈥� says Pimentel. "In the end I just want beautiful quality and I don鈥檛 want anyone to look at it like its paparazzi or a dirty photo. I want it to be like old Hollywood."
Pimentel's career was built on honesty and integrity, forging genuine connections with those he was capturing. It was relationships that helped get him to the centre of the red carpets, trusted by not only stars but event organizers, producers and media teams.
鈥淚 was never in the bushes, I would approach them,鈥� said Pimentel 鈥淚 really wanted everybody to trust me, I wanted to be the trusted photographer.鈥�
He recalls a time when a celebrity walked out with a baby and he didn鈥檛 take the photo saying to himself, "Nope, that鈥檚 not what I鈥檓 after" and he was thanked.
鈥淚t鈥檚 all about integrity. You have to know when to go in and when not to and you have to understand their privacy and no means no, that鈥檚 what I鈥檝e always been about," said Pimentel.
His talent traces back to his grandfather, a photographer in a small village in the Azores region of Portugal. By the age of 12, Pimentel was shadowing his own father, whose photography studio served Toronto鈥檚 Portuguese community.
鈥淧hotographing those Portuguese weddings in the basement, photographing festivals and communions. It was just an honest business that my dad did,鈥� said Pimentel. His father was at the opening of the exhibit.
But it was his love for movies and Hollywood stars that would secure his place on the red carpet. It was 1993 and Robert De Niro was in Toronto for the premier of 鈥淎 Bronx Tale,鈥� Pimentel headed for the Elgin Theatre to try and catch a glimpse, with his camera in hand.
鈥淒e Niro came out, the flash bulbs, the excitement and the energy and I took this photo and I said this is what I want to do for the rest of my life.鈥�
He was 26 and a fresh graduate from Ryerson University and that was the Hollywood snap that would alter his career.
Three decades later and his portfolio is filled with Hollywood elite, skillfully capturing moments to remember. The bright lights, over the shoulder looks and the "old Hollywood" style make for some of his favourite shots. But from Pimentel it鈥檚 not about the actual image, it鈥檚 the story behind it, the work it takes and the directing it takes to land the photo.
鈥淣o one will ever know the most stressful photo I鈥檝e ever shot in my life鈥� Pimentel says, walking towards a life-size print of Jennifer Lopez on the red carpet at TIFF in 2019.
Before she even arrived, Pimentel was directing, clearing out security and managing publicists. They listened, as soon as she got out of the car, chaos ensued, the crowd was screaming but he went directly to her team and said exactly where he wanted her. Suddenly people were fluffing the dress and doing her hair.
鈥淔or me, it鈥檚 such a TIFF moment. To have it clean, have the fans, it鈥檚 hard to do, and it鈥檚 surreal鈥� said Pimentel, adding she posted the photo to her Instagram that night.
鈥淚t鈥檚 just nice to compose one frame, all the chaos the security, everything around you, and it鈥檚 such a challenge and then to get that shot. It鈥檚 just a rush,鈥� he added.
An unwavering dedication and passion for his craft, he says is far from fading. As age 56 he鈥檚 promising to have another exhibition similar to this when he celebrates 50 years.
