More is a losing sum game. Once you get more, you only continue to want more. We’re pre-wired this way.
Jason Zook writes that “just enough” is good enough. Just enough followers, just enough leisure time, just enough income to be comfortable.
How does this relate to photography and creativity?
Think about all the stuff surrounding photography. More lenses, more Lightroom presets, more training videos, more lighting rigs. More, more, more.
It’s tough. I feel it myself, every time I see a 135mm lens for sale on Fred Miranda, or when a photographer I enjoy releases a new preset pack.
But then I think: Will this help? Will I actually use it?
When will enough be enough?
Lots of people can make money off of your feelings of inadequacy, or your gear lust. Next time you get the itch, try turning that around and say, “With what I have right now, I’m going to make something that someone will want from me.”
I’m not into the whole matte black, faux-film look so much, but there is a trendy appeal to it. And I’m usually Mr. Bright Colors guy, but something a little more soft and restrained is good for variety. I made a black and white version, too, just for fun.
This isn’t all that different from the stuff you see sold for $20-50 a pop nowadays. But dig in to a preset you like and you’ll learn enough to be dangerous, and start making your own.
VSCO Film recently released their newest set of film emulation presets, a lovely set of slide film reproductions that model classic Fuji, Agfa, and Kodak positive film.
And while the digital version of those classic films doesn’t exactly mimick the original, it’s enough to feed into the back-to-our-roots photographic trends that Instagram, Hipstamatic, and VSCO itself kick-started. Pros, amateurs, iPhoneographers – a lot of us are using film-style presets these days.
That got me thinking: why does it take a company like VSCO to come out with these film simulations? Why the hell didn’t Fuji, Kodak, and Ilford – with their diminishing film stocks and questionable financial future – come out with this kind of product?
Why leave it to a digital competitor to develop a copy of your signature films?
I take it that Fuji is doing okay with its new X-Series cameras. They’re supplementing their film business with a great series of cameras – cameras that, yes, are simulating Fuji films like Velvia and Astia.
But Ilford? Kodak? Agfa? How are they doing in this modern photographic age? Are they comfortable with staying a hyper-niche product for hobbyists and the declining number of professional photographers who still use film?
Why not say, “Hey, no one knows our film better than we do. We’ll help photographers simulate our classic films with a set of presets that we can sell for real money.”
It used to be that film stock, with quality glass, was how you achieved a certain look. Velvia was different from Portra was different from Polaroid. Now, in the digital age, it’s a combination of camera, software, lens, and (for those who use them) presets.
For film companies, their role in that process should be in the software/presets realm.
“Great photo!” an imaginary film company representative says. “Now make it look how you want it to look with our specially-engineered family of film simulations.”
Instead, companies like VSCO swoop in with the right mixture of finesse and quality and eat the film companies’ lunch. They also offer options for today’s photo enthusiast: desktop and mobile software.
Kodak? Their mobile app offerings look like a messy discount aisle in a dimly-lit drug store: nothing but apps for purchasing film(!) and printing photos (that last one is pretty handy – at least they’re encouraging people to keep printing photos).
Fuji is at least doing a bit better in this space. But still. Why keep those X-Series film simulation modes exclusive on the cameras? Why not make a few bucks selling a mobile camera app with those simulations, and beat VSCO at its own game?
I love Camera Noir and Hueless for my iPhone. But where is the Ilford app?
Don’t get me wrong. There are tons of photo filter apps – more than one could ever want or use. But shouldn’t the film companies be in this space and doing it better than anyone? Shouldn’t they have been here first, for crying out loud?
Developing software and apps doesn’t replace the film business. I get that. But what else are the film companies going to do? Wait it out like some passing phase?
When the world switches, you switch with it. As it stands, disrupting upstarts like VSCO are taking the film companies out to the darkroom woodshed.
