Born and raised in Leipzig in 1978, Reno earned his degree in graphic design and worked as an art director for clients such as Mercedes-Benz, Langnese and adidas. During this time, Reno developed a deep fascination with the mystical aura of photographs that landed on his desk on a daily basis. But it took until his late 20s for Reno to commit to pursuing his interest in photography. After he decided to switch sides from art direction into becoming a fashion photographer, he worked on his technique meticulously with constant focus on the details. Reno is a highly conceptual photographer who likes to leave nothing about a shoot to mere chance.