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.


29 July 2009

Hunters, Waiters and Tourists

Photography it's a Reflex world. There is no space for any compact camera or anything alike. She has a Canon, 'cause she always had it, and changing now it wold be too expensive (all optics are compatible just with one single brand). If she had to change she would definitely go for Nikon.

Photography for Barbara is not about the subject: you can make beatiful picture about something that is not beautiful at all. You can make a beautiful picture of something awful, or sad...
You can make a great picture that is not beautiful at all... In other words aesthetic is not that essential in photography.
She says that photographers are of two category: the "hunters" and the "waiters". Hunters go around for the right picture, at the right time. They run, they move, they always search. Waiters just wait for that right pictures to come. They stay still, they try to connect with what is around and try to catch its soul. She is a waiter.
If you're not a hunter, neither a waiter...you might be a picture tourist. Someone who just watches what is outside and tries to keep it nice in his memories.

Insights:
- Great pictures don't have to beautiful. It's not about the subject, it's about the feeling.
- People have different ways of capturing things on camera. There are those who hunt for the right picture, those who wait for the right moment and those who collect as they go along.
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