© Sue Stubbs for the image from her train series Left in the Dark.

Lost in translation in England

27 September, 2024

Train conductor 1 (in Geordie accent): ‘Eee I feel like I’m working fast today’

Train conductor 2 (in Polish accent): ‘You feel like?’

Train conductor 1: ‘Do I feel alright?’

Train conductor 2: ‘Yes I feel alright- another passenger asked me that before.’

I’m on a crowded train from London to Newcastle. Word for word, this conversation just took place beside me and I cracked up, because in spite of the utter miscommunication they carried on chatting to each other, none the wiser, as they pushed the tea and snack cart down the aisle.

To be honest, a bit of miscommunication between them might have sent a cup of Yorkshire tea to the wrong passenger, but it wasn’t going to stop the train running.

Not so on advertising productions.

From the creative brief at the beginning right through to the production and shoot, there are so many ways things can be misinterpreted. If communication is not crystal clear between everyone, it can lead to huge cock ups.

So why do so many photographers fall into this trap?

Sometimes it can feel like you’ll inconvenience a harassed producer or creative if you ask them too many questions, and it’s easier to just go to your own interpretation.

Sometimes you can feel bullied or stupid if you don’t understand, so you don’t ask.

And for sure, there are questions best asked of producers, and those best directed at creatives.

But I cannot emphasise enough the importance of asking as many questions as you need to make sure you understand what creatives, clients and agency producers are trying to communicate throughout the process.

And where possible, make sure it’s in writing, together with your suggestions and solutions.

I beg you, don’t second guess or assume.

Righto, now to my Yorkshire tea. Very strong, with a tiny plastic bag of longlife milk in it. Aah the British rail system. (Let’s not even go there).

Limited places are now available on my London workshop on 14th October! Click here for info, or Email help(Replace this parenthesis with the @ sign)christinaforce.net for details, and save the date and location.