The power of concept

I’ve just seen the ‘Fear No Power’ exhibition at the National Gallery Singapore and it was, as most good art is, a timely reminder of the power of concept.

The five Southeast Asian women featured in this exhibition are all using art to communicate singular political and social messages. There’s no fluff. It’s opinionated, purposeful work that isn’t actually so different from great advertising, though admittedly far more altruistic.

Last week in Chiang Mai, seven photographers on our Series Project workshop did the same (and yes, it’s officially a wrap).

Traditional subjects including Thai street sports, Buddhist nuns, opium farming, Muay Thai boxing, cockfighting, Chiang Mai silk and tattoo artists became vehicles to explore ideas around transition, impermanence, spirituality and ritual.

When these projects are shared, as they soon will be, they’ll serve as a powerful reminder to advertising creatives that their makers are not simply talented photographers. They are collaborators who understand how to communicate an idea, which matters enormously when so much of your job involves interpreting a brief, building a treatment and executing it with clarity.

Photo reps often ask me to help their photographers develop these skills because it remains one of the hardest parts of transitioning into advertising from other genres. It is also, I believe, one of the reasons good advertising photographers continue to be among the strongest in their craft.

So if you’re developing a personal project right now, think about this approach:

1. Start with what genuinely interests you.
2. Get clear on your perspective.
3. Decide how you want to communicate it.

Your perspective is your advantage. Use it!