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.
There are No Rules
Cee, who has been born and raised in London has moved to Istanbul 6 years ago to expand her father's printing business into fine art photography and now owns a contemporary photography gallery. Not only does she exhibit the works of established contemporary photographers, but she is also seeking for new talents to promote. Sinem believes that anyone can be a contemporary photographer as there are no rules to it. "I judge the work by it's expression. Does it have a meaning, does it evoke feelings and thoughts, is it different to what we usually see?".
Photography is a relatively new art form with many territories still free to explore. Cee Takes me through the current trends in contemporary photography -
Streetlife Photography - www.martinparr.com, www.lifelounge.com/Alex-Webb-Photography.aspx
"I only know how to approach a place by walking. For what does a street photographer do but walk and watch and wait and talk, and then watch and wait some more, trying to remain confident that the unexpected, the unknown, or the secret heart of the known awaits just around the corner." Alex Webb - Street Life Photographer
Dead Pan - impassive, matter-of-fact, detached images - www.thomasstruth.net
Intrusive and involving portrait photography www.rankin.co.uk/portfolio/portraits
Abstract Photography combining new techniques and tools - i.e. Ola Kolehmainen
City and Landscape Photography www.photomichaelwolf.com
Fashion Photography - it's not about clothes anymore www.nickknight.com , www.stevenkleinstudio.com, www.mariotestino.com
Cee, who has been born and raised in London has moved to Istanbul 6 years ago to expand her father's printing business into fine art photography and now owns a contemporary photography gallery. Not only does she exhibit the works of established contemporary photographers, but she is also seeking for new talents to promote. Sinem believes that anyone can be a contemporary photographer as there are no rules to it. "I judge the work by it's expression. Does it have a meaning, does it evoke feelings and thoughts, is it different to what we usually see?".
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