I Care What You Wear

Since photography’s first inception in 1926, we have been able to communicate, document and portray a fuller message to a wider audience through true visual representation. Photography has adapted through the course of history not just culturally, but also adapting to technological advancements, and can now be enjoyed through the pleasure of viewing others’ photographic albums socially, or by capturing a moment in time that can stay with us forever via our smart devices. But unfortunately the final output of photography throughout its 91 years has stayed the same with the final outcome being a static isolated piece of communication. 

Within today’s digital connectivity, our real world environment is starting to converge and connect with our digital and physical lives. This in turn also allows us to build more contextual messaging for a programmatic landscape. Enabling the opportunity for imagery to be programmed and scheduled to varying data points creating a broader relationship to the imagery and thus in turn having a higher success on imprinting on people. 

These can work either as a single point of focus or in combination with a few data points to create more of a targeted approach. This way of thinking is not too manipulate the photographers creative approach to image creation, but to enhance the photographic output to be more relevant within todays digital environment and too broaden the audience appeal and penetration. 

An example of this symbiotic relationship between data and photography is currently being showcased at Cannes Lions Festival of Creativity. Within the Clear Channel Outdoor Playground outside Hotel Grand of Cannes. Creative Contextual Photographic Agency Bastard . London and digital-out-of-home specialists, Voodooh have collaborated with eyewear designer’s Kirk & Kirk focusing on delivering visuals around their product and three data points, through a video sensor – (1). Gender recognition (2). Colour recognition (3). Does the user wear glasses?

Cannes Lions — Photography by Olivia Marocco

Cannes Lions — Photography by Olivia Marocco

The advertising screen invites an individual towards it, as they stand in front of the screen, the introduction video is activated and begins to ‘talk’ to them. By collecting information around three data points, through a video sensor – the display will then showcase a personalised piece of eyewear to match the style of the person in front of it.

The technology developed by Quvidi utilizes 10 colours from the Kirk & Kirk collection (featuring 1 sunglass and 1 optical frame for both genders). The software determines the best colour match from the individual’s clothes and the colour range within the frames, personally styling them and picking a pair of frames most suitable for them. For example, if a (1) woman with a (2) red shirt (3) not wearing glasses is in front of the screen, then the female model and red pair of sunglasses is displayed, if it’s a (1) man with a (2) blue shirt, (3) wearing glasses then the male model and blue pair of glasses is displayed.

So from the standard one size fits all methodology and displaying one image continuously, Photography can take precedence on it’s surroundings and adapt, selecting the most appropriate image from a pool of images. 

The potential of contextual imagery has endless creative possibilities and benefits to the brand or visual message that is being portrayed. Creating photographic concept that can sit happily as both a traditional form of print and also have the ability to transition and function within a digital platform either online or within a digital out of home environment. These photographic experiences don’t only provoke reaction, create more connection through being relevant they also give return via quantitive data. Turning a traditional one way exchange into an informative two way transaction.