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.


13 August 2009

Technology is Overwhelming

Andre is a 38 year old professional photographer from Sao Paulo. He moved to London 3 years ago with his wife in order to pursue his career. For him the photography here is much more exciting than in Brazil.
He started to get into photography when he was about 18. His dad took good photos which inspired him to do the same. When he went to university he bought a Pentax and was always the one at parties taking photos. When he left university he decided to pursue a career in photography and subsequently changed cameras to Nikon and until recently he has had Nikon cameras all his life. He now has a Canon 5D. The switch was because of the better technology. He goes on to say that if Nikon had the D700 two and a half years ago he would have bought that instead because he thinks the Nikon lenses are better and he always preferred the grip and feel of their cameras.
He begins to talk about all the technology and I am soon lost. He laughs and makes his point that when choosing a camera, “It’s so complicated to know which lens, sensor etc is better. Everything moves so fast. There’s a pressure to keep up.” At the end of the day he would prefer just to shoot on his Panasonic LX3 because he likes the convenience of a small camera. He chose the Panasonic above other compacts because of the superior lens.
He tells me about his career as a portrait photographer working free lance with several magazines. However, to pay the bills he also does wedding photography. He shows me some of his wedding photos and I expect to see the usual posed shots. However, what I see is something more like a shoot from LIFE. He says, “When I go to a wedding I’m going to take photos that excite me. I want images that survive after the day. Shooting at a wedding doesn’t have to look like a wedding. My philosophy is beauty and fun – I want people to look beautiful and I want the photos to be fun.”
I am intrigued to learn if he feels that the digital revolution has cheapened his job. He looks shocked, “Photography is not something that belongs to photographers. Everyone is a photographer now. No one says they want to be a designer, or an artist, or a sculptor because those things you have to be good with your hands. But with photography it’s in your head.”

Insights:
• Choosing which camera to buy can be overwhelming even for a professional photographer.
• Professional photographers like to use compact cameras too – DSLRs are simply too big.
• Everyone is a photographer. It is more accessible than any other art form because the main skill you need is an imagination.

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