More, more, more for less, less, less
Acclaimed British photographer, Rankin’s review of the last year will, most likely, feel very familiar to many. “The industry is shifting, more so this year than ever before,” he notes. “The old format of three images and a 30-second film isn’t enough anymore. Clients want multiple assets and more than just two types of executions. They want more content for smaller budgets, without losing the quality or tone. They want instastories, gifs, cinemagraphs, still lifes, animations, and then the traditional stills and film, and lots more of them, plus BTS and testimonials. All in one continuous style.”
There are two ways to respond to profit stresses. One is to whine. The other is to adapt yourself. Rankin chose to adapt. “I’ve tried to…
