How to DEVELOP CONCEPTS in PHOTOGRAPHY

Summary

In this video, the speaker shares their journey of mastering concept development in creative fields, especially photography. They explore how to turn abstract ideas into concrete, executable concepts using a simple method: 'who, what, why, and how.' The video contrasts two major outlets of concept development—advertising and art—and uses personal examples to illustrate how concepts can be refined into powerful visual stories. Emphasizing the importance of curiosity, inspiration, and thoughtful limitations, the speaker encourages creators to find their own path and avoid imitating existing work. A thoughtful exploration of creative development processes.

Takeaways

• 🎯 Concept development is essential in any creative field, including photography, design, filmmaking, and other artistic pursuits.
• 💡 A concept is an abstract idea or a general approach to achieving a goal, often broad and not concrete.
• 🖼️ Concept development involves transforming abstract ideas into feasible, executable projects.
• 📢 In photography, concepts are mainly applied in advertising and activism, or as a channel for self-expression in art.
• 👥 Understanding your audience (Who), message (What), purpose (Why), and execution style (How) is crucial for developing strong concepts.
• ✏️ Storyboarding is a key step in visualizing and planning the execution of a concept before shooting.
• 🌱 Exposure to diverse experiences, such as movies, music, books, and nature, can inspire creative ideas and help develop concepts.
• 🚫 Avoid over-reliance on the internet and other people's work initially, as it may dilute originality and authenticity.
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• 🔍 Creativity often stems from curiosity and deliberate limitations, which can force unique thinking and problem-solving approaches.
• 🎨 A strong visual style does not always equate to a strong concept; concept development should guide the purpose and meaning of the work.
• 📈 The who, what, why, and how framework helps break down big concepts into smaller, actionable ideas for execution.
• 🧠 Continuous learning, feedback, and experimenting with different approaches enhance concept development over time.

Q & A

What is the definition of a concept in creative fields?

A concept is an abstract idea, something intangible that represents a general approach to achieving a goal. It's broad and often not concrete, focusing on what you want to do rather than how you will do it.

What are the two main outlets for concept development mentioned in the script?

The two main outlets for concept development are advertising & activism, and the arts. Advertising & activism use concepts to sell products or convey messages, while the arts focus on self-expression and often require interpretation.

Why is concept development important in the context of advertising?

In advertising, concept development is crucial because it helps create unique and compelling visuals that can effectively sell products or services, attract attention, and communicate messages in a memorable way.

What is the 'Who, What, Why, and How' framework for concept development?

The 'Who, What, Why, and How' framework helps in structuring a concept. 'Who' refers to the target audience, 'What' defines the message, 'Why' explains the purpose, and 'How' focuses on the style or method of execution.

How does the 'Who' question influence concept development?

The 'Who' question helps identify the target audience and tailor the concept to appeal to them. Understanding the demographic ensures that the concept resonates with the right group of people.

How does the 'Why' question guide the concept development process?

The 'Why' question clarifies the purpose of the project. It helps ensure that the concept is meaningful and stays aligned with the intended message or goal, whether it's to inform, entertain, or sell something.

What is the significance of 'How' in developing a concept?

'How' determines the execution style of the concept, such as the choice of medium, visual style, and overall presentation. It guides the technical and artistic decisions that shape the final product.

Can you give an example of a project where 'Who, What, Why, and How' were applied?

In a cinema marketing project, the 'Who' was university students under 25, the 'What' was excitement about watching movies, the 'Why' was to drive sales and attention for movie releases, and the 'How' was using pop art and dramatic lighting to create engaging visuals.

What is the difference between advertising and art in terms of concept development?

In advertising, concepts are clear and straightforward to quickly convey a message to the audience. In art, concepts are more abstract and open to interpretation, allowing the artist to express personal feelings and ideas without the need for immediate understanding from the audience.

What advice does the speaker give for generating creative ideas?

The speaker suggests stepping away from the internet and other sources of inspiration to avoid dilution of authenticity. Instead, one should expose themselves to diverse experiences like movies, music, or reading to trigger creative ideas. Curiosity plays a key role in discovering new concepts.