The
Person
Behind It.

I'm Šime, a photographer based in Zagreb. Born on an island, raised on skateboarding, shaped by music, and pulled into photography by one moment I could not stop thinking about. I shoot events, fashion, beauty, and bold editorial work where the frame has to carry a feeling, not just a subject.

Šime Bilić
Zagreb, Croatia · Worldwide
©26
6+
Years
professional
80+
Events
documented
3
Distinct bodies
of work
36
Years old,
still building

Island
Born.
World
Bound.

It didn't start with a camera course or a brand strategy. It started on a skateboard in Betina — a small town on the island of Murter — with a Canon Powershot and a Sony tape camcorder we'd pass between sessions. That's where the obsession with dynamic, cinematic frames began. Before I had a word for it.

Years of other things followed. Music production — Drum and Bass under the name Outcrier, then synthwave as Velocity Zero. DJing across Europe. Modelling. Running events. Ten years working Garden Festivals on the coast. Creativity was never the problem. A camera just wasn't part of it yet.

Then 2020. The world stopped. My friend Tina — a professional model at the time — handed me an opportunity I didn't know I was waiting for. She pushed me to pick up a camera and start shooting seriously. I did. Those first frames defined my direction before I even understood what direction meant.

Since then the work has grown into three distinct bodies. Events — the energy, the dancefloor, the performers before the last track drops. Deserted Depth — bold, cinematic editorial; dark, dramatic, unapologetic. Fashion & Beauty — brand campaigns and editorials where every frame has a reason. The through-line: I'm not trying to document what something looks like. I'm trying to show what it feels like.

01
Story over technique

A technically perfect image with nothing to say is worth nothing. What makes a photo great is story — the visual communication of something meaningful. If a frame doesn't say anything, it doesn't stay.

02
Emotion, chaos, soul

What makes me press the shutter is emotion, asymmetry, motion — a moment of soul. I'm not looking for the composed and clean. I'm looking for the thing that makes you feel something you can't quite name.

03
Cinematic, but useful

My editing leans cinematic: warm, intentional, sometimes dramatic. I do not apply the same treatment to every job, but I do care that the final images feel considered, not generic.

04
Adaptable, not random

Events need speed and instinct. Editorial needs direction and stillness. Fashion needs a strong concept before anyone touches a shutter. I work in all three — they demand different things and I give them exactly that.

— What I shoot

Three bodies of work

— Tools

Working kit

Camera Sony A7 IV
Lens Sigma 20mm f/1.4 Art
Lens Sigma 85mm f/1.4 Art
Lens Sigma 105mm f/1.4 Art
Flash Godox (events — used sparingly)
Edit Lightroom · Color workflow

Creative
Agency &
Systems

Photography is one part of what I do. The other part is building: brands, automated workflows, creative systems, and practical strategy. Together with my team, I run XPSR, a Zagreb-based creative agency at the intersection of visuals, technology, and marketing.

I also build AI-assisted workflows for creative production, content planning, and brand operations. If your project needs both visual taste and systems thinking, that is where the photography and XPSR work meet.

XPSR.eu ↗
Role
Co-founder &
Marketing Director
Agency
XPSR Creative
Zagreb, Croatia
AI Tools
Claude · GPT-4 · Midjourney
ComfyUI · Flux · n8n
Expertise
Agentic Systems
Brand Strategy · MCP
XPSR Services
Brand Identity · AI Content Production
Photography & Video · Marketing Strategy
Agentic Workflow Automation