Nike's Brand Director was looking for an upbeat session for his team. This energetic group of 20-somethings needed to pause, learn a new practical skill and work together on a creative task.
The brief from Nike was to find a way for a team of 14 young marketers and brand makers to have fun socialising and seeing London’s city architecture for all its beauty, angles and reflectiveness.
It was also about keeping their attention, as they developed communication skills and agreed on the creative direction of their final submission. The hope was that during the process, each member would discover how their skillset and approach to the task at hand filled a gap and made them crucial to the unit, with an end goal of increasing everyone's sense of value and the team's overall effectiveness.
From the simple act of watching the world around you through your viewfinder, to the more concerted efforts of digital image manipulation - photographers see the camera as a weapon of empowerment.
With the likes of Steve Mccurry, who shot ‘Afghan Girl’ and David LaChapelle, known for his fantastical take on pop culture, in mind, we sent the group on a 4 hour DSLR Photography Crash Course called the 5 Photo Challenge.
As opposed to a mobile phone, DSLR photography gives us the opportunity to create slower, considered, process driven art. So we set the Nike team loose, dividing the group into sub-teams and allocating each a professional photographer and DLSR camera.
Everyone was taught about composition, aperture, subject, story and depth of field, and asked to take these techniques into account to capture 5 photos. From a product and a portrait to a composition shot of Soho, each team worked together to identify, agree upon and shoot to a creative brief - seeing life through each other’s lens.
Massive thank you to City Academy for putting on an amazing day for our team that was fun and educational all at once. Peter and all the tutors were fantastic.
– Alex Whitcher, Nike Brand Director