Issue 3 examines the elusive moment of creation and how the need of art buying to have a certain predictability can work out with the process of creation without ending up with predictable, but with original work. This issue also contains a swimwear and beachwear editorial photographed in Malibu, California.
Trust is such an important part in the relationship between a photography client and the photographer that I have dedicated this issue’s article to it. Any client wants to get creative content that is outstanding and that nobody else has. At the same time true creative process is not predictable to the detail.
Great Content feels as if it was created in the moment and without much planning. A moment of truth – well planned, of course.
Why is the creative process not predictable to the smallest detail? Because truly original content consists of one part planning and then one part performance in the moment, where the creative reacts to what happens right here right now.
You can compare this to acting. There is a script that shows the words and describes the action. A great actor will still be in a way unpredictable so his performance contains originality, as if he didn’t perform a script – but as if we were watching something real happening right this moment. (the ham actor plans everything to the slightest intonation and bores us with a lifeless performance)
The article in issue 3 examines the relationship between in the moment-originality and necessity to plan and predict for the art buyer and the client of a creative and suggests a way that ensures both originality and the delivery of great content.