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.


28 July 2009

I don't need a photographer


Sarah and James are preparing their move from London to Singapore and are going through piles of stuff to take with them or leave behind. "We will store most of our furniture, but we are definately taking our pictures with us." Sarah has made an effort to frame her most favourite pictures, not just of herself, James and both their families but also landscape pictures of their travels to South Africa and Asia. "It took me a long time to decide which camera to buy. I wanted the quality of an SLR without the complication of it. I went online and started reading reviews and comparing specs before I decided to go with a Panasonic Lumix. I needed a camera that can take sharp pictures of wildlife in Africa even when they are further away. The Lumix provided the best optical zoom with a Zeiss lense on top. I am more than happy with it. All my animal pictures came out great. In fact, I was asked to photograph my mates wedding, as they decided not to hire a professional photographer but just use the pictures people would take with their own cameras. My pictures came out best, because I was able to zoom in on people from a distance and capture them in a very natural and emotionally engaging way. They didn't even notice that I was taking pictures." she says proudly.

Insights:
- People take pride in their own picture taking skills.
- You don't need a professional photographer to get the perfect picture
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