The new boredom
Interview Profifoto Magazine
The new boredom
Advertising photography 3.0
Advertising photography is one of the flagships in terms of creative photography. But in times of shrinking budgets and budgets migrating towards online, there seems to be no room for innovative and inspiring advertising imagery. Instead of style-forming pictorial icons, dreariness and boredom prevail in terms of visual language.
That's what we wanted to know:
1. top craftsmanship, but in terms of innovation and inspiration a flop – where does the new boredom and conceptlessness in advertising photography come from?
Jakob Voges: “We live in fast times. The online market has taken a significant space and ever decreasing budgets for a shoot are contributors to the change to fast paced photography. In order to counteract this, briefing, planning and the technology used, as well as postproduction and routine handling are important for a professional, well-rounded process. Concepts are often not worked out intensively and the customer still demands a result that corresponds to the quality of the photographer and the idea. So it’s also up to the photographer to expand and offer multimedia, show a personal creative interest, create recognition and pick up the client where they expect to find ideas and innovation.”
2. concepts against boredom: How can advertising and product photography regain its old or new strength?
Jakob Voges: “The photographer stages himself in a new way – among other things by using creative light (e.g. film light), modern media such as “video”, “website responsive design”, interactive “e-books” or innovative forms of blogging (“visual story telling”). I was able to use it to position myself in a modern way to attract new customers. For example, I use these means to tell interactive stories that are specifically aimed at creative conceptual advertising photography and journalism – that are meant to touch, open perspectives and horizons, and represent my personal visual language. Last but not least, they should successfully arouse the interest of potential customers and remind them of the possibilities that can be offered and that are feasible. Text, image, sound and video are perfect combination partners for me to move from the static to the interactive and stand out.”
3. strategies for the future: what will be important for successful advertising photography in the future?
Jakob Voges: “Developing one’s own style and actively using image analysis to ask what is special about a photograph. The classic will always exist: Telling a story used to be and still is the linchpin for a successful presentation. The form has expanded in the digital age and photographers should keep their eyes open for the future, pay attention to the combination of different media for a well-rounded overall picture, constantly educate themselves and create a network. It has never been so easy to develop our creative potential in order to acquire successfully and to get and keep the corresponding appreciation through fair payment. Both sides of the camera are challenged, especially the photographer’s, to think outside of their own “box” with confidence, to be creative and not discourage themselves – the very thing that makes a photographer: always face the world with new eyes open!”
More statements on the topic can be found in the ProfiFoto issue 7-8/2015