"You don't have to be a great photographer to take great photos" - Lumix advertisement

I was on my way to an industrial shoot in Port Kembla, sitting on the plane reading the airlines magazine when this ad jumped out at me. Wow I thought, do people believe this? 

I know in my past I have had conversations with clients who ask me how I feel about the change from film to digital and whether our industry will survive the change to digital 'where everyone can take great photographs and plenty of them'.

To be perfectly honest, these comments are of a technical nature. The digital cameras of today are good, very good. Then I hear people say to me hey photoshop can fix it. True but there is one big misconception - the camera can do it all. The same applies to clients getting 3 quotes and going with the cheapest. Its not about that either. Its about the creativity of the photographer, the ability to pre visualise  a photograph. To look at a person, place or product and create a visually stimulating image that evokes interest or desire. 

I have spent my whole photographic career trying to give my clients and myself great photographs. So perhaps I'll take the liberty to change the headline above to  - "If you want great photos, go find a great photographer".

---