We recently held a breakfast talk where Rankin discussed the value of a photograph to a studio filled with incredible PR people, the first of many. Read our biggest takeouts from the discussion below.
THE WORLD IS MORE PERFORMATIVE THAN EVER
Everyone is getting more and more skilled at more than simply taking a photo - but at performing capturing and editing content.
THE RULES CHANGE ON A DAILY BASIS
What makes a successful piece of visual communication is literally changing at least once a day, a 5-year-old can do what previously took years to learn.
BUT THAT DOESN’T MEAN THE POWER OF PHOTOGRAPHY IS DIMINISHED
It’s just got more complicated - for all of us. Because now our audiences have some experience of being creators too - they’re much more literate in visual language.
TREAT YOUR AUDIENCE LIKE THE EXPERTS THEY ARE
We’ve all done more than our 10,000 hours of ‘training’ on visual language and storytelling - we’re actually addicted to it.
PROFESSIONAL PHOTOGRAPHERS MAKE PICTURES THEY DON’T TAKE THEM
Great photographs evoke a feeling or thought - make sure you and your photographer align on what you’d like that to be BEFORE you shoot.
BE NOSY
If you’re working with a subject your idea has to come at least in part from THEM. So be nosy and listen. You’ll get people to open up because you’re genuinely fascinated by them and their lives - that's where the great stories are. This genuine interest also set’s up your subject to feel more comfortable with you - even the big celebs don’t like being in front of the camera all the time.
BRANDS ARE PEOPLE
Your ideas, your message and your image need to position the brand you're working with humanly and authentically as the lines between brand and person become ever blurred.
EMBRACE TABOOS
As soon as you embrace a social taboo - you’ll get pick up - especially if it’s hard for people to argue with. I.E Older people have sex, so why shouldn’t they be represented in a STD social health campaign?
FILL THE GAP
If other brands aren’t talking about a relevant social topic or area - be the one to do it first. Actively look for these spaces.
DO THE OPPOSITE
If other brands are all talking about something - do the opposite. Remember you’re trying to be noticed and remembered - an easy way to do that is to boldly stand out and own your differentiator.
CAPTAIN THE SHIP
The pyramid of creative solutions has now become a beautiful roundtable voices, but you still need a captain of each ship. The captain has to keep you true to your idea and message.
When you approach a photographic commission or a creative brief ask yourself 3 things:
1/ What’s the headline. (i.e. is there an idea)
2/ Will this capture the audiences imagination and make them feel something. i.e. Am I prepared to stand behind the idea and shoot it.
3/ Is it shareable. i.e. has it got a chance of being successful.
If your ideas do NOT tick these boxes then you shouldn’t be commissioning it.
You should be calling us.
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