The art of the old school.

 My Polaroid Land Camera - 330 model. 

My Polaroid Land Camera - 330 model. 

Since beginning my career I've always been fascinated by life before digital. Even though digital is a huge part of what I do, I find it is key to understand what creatives and makers had to do to achieve what we can do with ease these days on a computer. 

For me it is learning the craft and time it takes to create. It gives a better appreciation of what people make and have made. 

A big part of that for me is photography. I shoot digitally for work and client projects but you can always find an old 35mm or Instant camera in my kit bag. I love experimenting with the film, lighting and knowing that you can't fix anything that's not captured correctly in post. 

It is part art and part science. You have to focus on the image, the core of what you aim to capture and not rely on the visual alone to tell your story. 

As a creative I've often told my team to break an idea down to what I call "The pub line" .If you can go to a stranger in a bar and tell them the idea without having to whip out visuals or explain it for hours and hours, then you know you've got a solid idea to build on. 

Videos, campaigns, imagery they stimulate the mind but what we all remember if the core of the idea.

So I constantly train myself to think about the core and everything else on top is the enhancement to what I'm saying. A good website will help build a brand but a good idea will help it become loved.