"Every day is different – because you can’t plan the ocean."
Eva Povilauskaite, Senior Art Director
You've lived in so many places. Tell us a bit about how your path led you from Lithuania to Berlin – and finally to Nazaré?
Eva: I’ve lived all around the world. From a very young age, I knew I wanted to leave Lithuania and explore. I spent time in Australia, Mexico, and many other places before landing in Hamburg to do my Master’s in Art Direction. But Hamburg didn’t feel global enough for me, so I moved to Berlin. That’s where I met Till and Christoph, and they invited me to join Serviceplan. I truly admired them and felt it was the next step. I’ve now been with Serviceplan for nearly two years and feel very happy to be part of the team.
You’ve been surfing for years. But what made you pick up a camera and turn your view from inside the waves to capturing them?
Eva: I’ve always loved the ocean and the surfing culture, but I never had the same connection to it as an athlete might. I’m a visual person – an art director – and the ocean inspired me in a different way. That shift happened when I met my partner Freddy Olander. He’s a big wave surfer, and part of his job involves being photographed while training and competing. So it was a natural next step for me to pick up the camera.
Once I did, I realized I had found my own connection to the water: through photography. It’s where I can express emotions and my visual language. I haven’t put the camera down since.
So it was love at first wave with Freddy? Or how did this story begin?
Eva: We actually met in Berlin – no waves involved at that point. But eventually, his career took him to Portugal, and I followed. That’s when the waves became part of our shared life.
Over time, I started photographing his sessions more and more. Now, I try to be out there for every single one – usually on the cliffs, while he’s in the water.
Can you walk us through a typical day during the big wave season?
Eva: Every day is different – because you can’t plan the ocean.
We usually start before sunrise, checking forecasts to see if the waves are building. If conditions look promising, we gather the team – it’s not just me and Freddy. There are safety drivers, jet skis, and more.
We meet at our hub, a big warehouse in the port of Nazaré. I grab my gear, the others get theirs, and we split up. I head to the cliffs with a walkie-talkie while the team hits the water. From my position, I help guide the crew, watch the conditions, and capture the action.
People often think big waves happen every day during the season – but we might get just one or two truly massive days a month. So we spend a lot of time preparing for just a few peak moments.
You’re not just a photographer – you’re a wave watcher. What does it take to read the sea?
Eva: I’m what’s called a spotter – and that role is crucial. In fact, it’s a legal requirement for big wave surfing in Portugal. From the cliffs, I can see incoming waves before the surfers do. I read the patterns, identify the best sets, and stay in constant contact with the team via walkie-talkie.When Freddy or any surfer is on a wave, I help guide the rescue drivers: when to move, where to go, how to time the pickup if someone falls.These waves are massive walls of white water. From down there, it’s hard to see what’s happening – particularly in the impact zone. That’s when my role becomes critical: when Freddy’s in the water and timing is everything. It’s a lot of pressure, especially when conditions are rough. But you learn to stay calm and be precise. My eyes become their compass.
You’ve said it’s emotional watching Freddy surf – especially in dangerous conditions. How do you stay calm and focused?
Eva: It’s definitely emotional. But the moment he’s in the water, I don’t see him as my partner. He’s part of the team. There’s no room for feelings. I have to stay cool, think clearly, and sometimes even make hard calls – like holding off the rescue if it’s too dangerous for the driver. That kind of detachment only comes with trust. You trust they know what they’re doing. And you accept that this job requires cold blood, because lives are on the line.
Has there ever been a day you almost packed up – and then everything changed? A surprise session or an unexpected perfect shot?
Eva: We’re still waiting for the perfect day. That magical session with all the right conditions – wind, swell, sandbar, light – maybe happens once every five years.
So most of the time, you’re preparing for something that might not happen.
But there was one moment, early last season, that stuck with me. We captured an amazing wave of Freddy, and when we released the image, the response was incredible.
That’s when I realized: this is not just something I’m doing for support. This is something I want to dedicate myself to.
Do you sell your photos, collaborate with brands, or show them in exhibitions? How do these images find their way into the world?
Eva: Right now, most of the images I shoot are for Freddy and the team. We collaborate with a few supporting brands, and I create content for them. I haven’t explored selling my work or exhibiting it independently. At the moment, I’m focused on the team, but I’m curious where the photography might take me over time.
Was there a moment that gave you goosebumps — where the camera caught more than just a wave?
Eva: Yes, that session I just mentioned – it made me feel like: okay, this is it.
But the truth is: I’m still growing. Nazaré attracts some of the world’s top photographers and directors – people with Hollywood experience and insane gear. So for me, the perfect shot is still somewhere out there. Just like Freddy is chasing the perfect wave, I’m chasing that image. And I’m excited for when it finally comes.
What’s something you’ve taken from these moments by the sea?
Eva: Being on those cliffs is the one place in the world where I feel completely present. There’s no space for stress, emails, or ideas swirling in your head. You’re just there. Focused. Alive. Especially in creative fields – writers, designers, artists – our minds are constantly spinning with ideas, shifting between timelines, juggling multiple worlds. But up there, all of that quiets down. It’s like pressing pause. I think everyone deserves to feel that at least once in their life – whether it’s through meditation, running, dancing, or whatever brings you into the moment. For me, it’s photographing big wave surfing. And if any of my colleagues ever want to feel that presence – just let me know. I’ll take you up the hill with me.
Thank you for talking to us, Eva!
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