THE XPLORING BRIEF

The digital revolution has made photography accessible to everyone as the digital camera market is developing faster than other creative media, both technically and creatively. People now have an ever-expanding choice of tools to create their pictures while one product innovation is chasing the next. Everybody is able to document their lives and to explore their creative potential without taking any risks. Not only have people been empowered to create more images of their lives but also to share them and collaborate with others. Photographs have become the new social currency that people are trading on social networking sites to influence others and express their identity. It’s a universal language everyone can understand, but the quantity of images has taken over the quality of photos leading to digital inertia. Digital cameras are becoming commoditized in the megapixel and price battle. Consumers are trying to stay on top of the digital camera swamp as they are stuck in a tyranny of choice. What all camera brands are failing to do is to create an emotional connection with people who may not be passionate about photography as such, but use digital cameras in their everyday lives.

The purpose of this Xploring project is to uncover a strategic insight that will help us lift people’s rational barriers and take us to a powerful organizing idea.

Areas of Curiosity:
- The rise of creativity in people’s everyday lives
- People’s hidden creative talents
- How people reportage their lives in pictures
- How people’s see the world through their camera
- People’s passion to preserve their experiences on pictures
- What makes a good camera for ordinary people


THE XPLORING TASK
Xploring is based on a very simple principle:
If you want to understand how a tiger hunts, don’t go to the zoo...Go to the jungle.

Xploring is much more than gathering information, it means going into unknown territory. Taking risks, perhaps taking a wrong turn. It means following your gut and listening, really listening. It means trusting your instincts, over and beyond the facts given. Knowing that when you do, you'll see more, understand more.

We will spend the next weeks with real people in the real world to understand the things that matter to them when taking pictures. Our Xploring journey will take us to people living in Germany, Poland, Russia, Italy, Spain and the U.K. We will go to their homes, spend a day with their families and friends, share their personal memories, connect with them through social networking sites, go on a night out, play with their cameras, listen to their stories, and observe their creative abilities…etc.


26 July 2009

Developing own style takes many shots

Mirelka, 33 years old, Warsaw, Poland. Busy women working for a leading NGO. At the moment on maternity leave with her 7 months old daughter Zojka.

Since she remembers she had always been interested in photography and paid attention to how the photos were taken.


I have always wanted to improve my photo skills, but never actually did. However, after reading couple of books and being passionate about it for years, I can distinguish between ‘good’ and ‘bad’ photo.

She is very self – demanding when it comes to her own pictures. And she is very critical about her own skills. She says that only ‘sometimes’ she is happy with her own creations. She always raises a bar for herself.

I look at Jola’s picture of lavender fields (photo attached) and I say to myself: Not only I would not come with this idea, but even if had one I would not be able to execute it >

Insight: The more interested you are in photography the more selective and critical you become of your own shots.

Expertise in photography means …

I asked her what it takes to take a brilliant photo. After consideration she said that two things played the biggest role and were equally important –the idea and the technique (skills). She explained that she would always pay attention to the light, the precision of frame, the most optima zoom … but this is certainly would not enough. One has to have a certain idea.


Insight: Both the idea and the execution essential and inseparable when you want to take a good photo.


She believes that with the development of you skills you develop an individual style, that make your photos unique, different and possibly, interesting. In a way the more advanced in photography one is the more of personal touch one is able to add to a photo.

Insight: The more expertise in photography you gain the more defined & distinguishable your personal style become.

The 'after-life' of photos …

Mirelka sounded like a very systematic in her approach to photography so I was curious to know if the photos she take have an ‘after life’. She appears to be a huge fan of flickr and all different social network services. She has a rich online archive where she places photos from travels and different occasions that happen in her life. She would never do a selection while away on holidays. She only does it when she comes back. And than selection is really tough one! She said that out of 1000 pictures she might pick around 30 that she would share with friends on flickr. And around the same amount she would have professionally developed and pasted to the album. Like in a good old times.

When you take a photo, you do it the way you like, thinking about what is interesting for you. When you select the pictures you place of flickr you think about your audience.

Insight: Photos that arrive on flickr and others social newtwork services are like little personal jewels that survived the selection process. Most photos taken never see a daylight.

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