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

Photography is the most intimate way of portraying the world


Robert, 22 years old, student of European Studies in Krakow, Poland. He is passionate about ‘urban photography’ . We talk in Krakow at Dynia, one of the nicest bars in town and later we walk around neglected areas of the city.

Robert describes himself as an ‘amateur’, but he is very passionate about what he calls ‘urban photography’. He wanders around his home town city of Krakow looking beyond what is obvious an expected and searching for more hidden expressions on ‘urban life’. Later he contributes to http://www.skyscrapercity.com/, a website dedicated to urban development.

At the moment he is very passionate about revitalising the neglected area behind the railways station in Krakow, Poland . He supports the idea of transforming this into new, fresh public space, an alternative to historic old town. When I ask him why he needs camera in all his explorations the answer is really quick.

I could not do without. If you have camera in your hand you are forced to look at the world differently. If I do not have camera I pass by. If I have one I almost touch things around, I stop my sight – I am aware. Even if I actually do not actually take a picture.


Insight: With camera in your hand you are more aware of the world around.


Robert takes photos to document the urban life around him. But it is not a trial to catch what is objective. There is no ‘objective’ photographic world around you. It is always immersed in your subjective point of you.

Your role is to take a shot the way, that it underlines the most intriguing elements from your point of view.

In his view creative documentation expresses a desire to catch the world how it is in the glimpse of the moment. But the fact that it is your personal contribution that makes it what it its . It is your personal view, your choice of moment that makes it very individual.

Insight: Photography is the most intimate way of portraying the world.

Ideal camera reads your mind ...

Photography seen this way leaves indeed a huge role for the camera. And its role is double fold as we realized. First, the obvious one is about all the functions and tricks it has. While not diminishing the importance of equipment, Robert is certainly not the one that would have the fanciest camera. He has a digital Fuji with manual zoom, but the lens is not replaceable. Its good enough for the moment where I am - he says. It has the mechanic zoom and that’s whats’s key for me.
But the second point he makes is really an illumination for me. In his view camera’s role is not only to make sure that photos are ok from technical point of view. Camera’s role is also to make sure that your creativity is not limited by the equipment. Camera’s role is to make sure that your personal view comes through.
Robert sees the camera as his friend in expressing the world the way he sees it. Not that the emotional connection is deep. We spend a lot of time together – he explains. You need to get to know your camera to feel it and to make sure it listens to you.

The ideal camera feels me, the ideal camera knows what I want to express.

Insight: The role o great camera goes beyond its functionality. The great camera reads your mind.

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