About

Posts by :

High, wide and handsome: drone photos of trains in China’s varied landscapes

By in Photography

High, wide and handsome: drone photos of trains in China’s varied landscapes

Since leaving full-time employment in 2015 – a seven-year, post-university stint as an accountant for professional services network Deloitte – Wang’s interest in railways, and photographing them, has morphed from a hobby into his raison d’être.

image
Photographer Wang Lu. He spends three to five months of every year travelling to photograph railway scenes in China. Photo Courtesy Wang Lu

“I spend about three to five months on the road each year,” he says. “I’ve visited every province in mainland China, countless times. I’m even writing a travelogue of my experiences to go along with my images.

“I’m inspired by foreign books about China, books like Peter Hessler’s River Town [2001] and Michael Meyer’s In Manchuria [2015], which contain strong observations about China.”

Perhaps in the next few years, photographing trains will be banned or restricted, I don’t know. I have to get all the shots I can as quickly as possible.

Wang Lu

In a country where social conformity and familial responsibilities often trump any notions of individualism, Wang might outwardly appear like a restless loner occupied by an obscure obsession.

“I read any news about railway construction,” he says. “If a new railway is about to be opened, I will study the satellite maps in advance, determine the camera position I want to shoot from, plan the route, and choose a season with ideal weather for taking pictures.

“I usually spend one or even two months capturing a particular section of track.”

image
A train on the Lanzhou-Urumqi Railway in August 2021, near Jinchang in Gansu province, northwest China. Photo: Wang Lu
image
A train on the Wuhan-Yichang high-speed railway near Qianjiang, Hubei province, central China, in August 2022. Photo: Wang Lu
image
A high-speed train rolls through one of the largest rapeseed fields in China in Menyuan county, Qinghai province, northwest China, in July 2018. Photo: Wang Lu

Travel genes were in Wang’s DNA. Born in Shanghai in 1985 to parents from northern China, his mother and father’s state employers uprooted the family from their east coast home when he was just two years old.

“My parents’ danwei [work department] sent us to live in an oasis town in Xinjiang. I remember the place was surrounded by cottonwood trees.

“We lived in a compound with its own canteen, transport, even an in-house kindergarten, so I rarely had the opportunity to make friends with the local kids. But every Sunday we’d take the bus to Urumqi to purchase groceries. Looking back, it was a real adventure.

“The air quality in Urumqi was good, and you could see the snow-capped Tian Shan mountains from the city centre. My parents would take me to the bazaar to eat mutton skewers. I really loved the meat sprinkled with cumin and spices.”

image
A viaduct carries a high-speed train over traditional Cantonese fish farms on the Guangzhou-Foshan-Zhaoqing intercity railway near Zhaoqing, Guangdong province, southern China, in October 2022. Photo: Wang Lu
image
A train on the Chengdu-Guiyang high-speed railway in Yibin, Sichuan province, southwest China, in November 2023. Photo: Wang Lu
image
A trains passes over a scenic old bridge in Qijiang district, Chongqing, southwest China, in October 2023. Photo: Wang Lu

After three years in the far west, the family moved again, this time to Xian, which was “the first really big trip I can remember. It takes 25 hours to travel from Urumqi to Xian by train today, but at that time, it took three days”.

Life in Xian, much like that in Xinjiang, made a deep impression on the young Wang: “We lived in the northern suburbs of the city, which were surrounded by wheat fields. Tall poplar trees had been planted on both sides of the tractor path between the fields.

“Every summer night, people in the compound would go out. We would use torches to carefully search for cicadas that were shedding their shells on tree trunks, then take them home and fry them. They were delicious, not to mention rich in protein.”

image
A passenger train taking off-duty mine workers from the hinterland of the Qilian Mountains back to Jiayuguan crosses a deep valley in Gansu province, northwest China, in August 2021. Photo: Wang Lu
image
A train on the Lanzhou-Urumqi high-speed railway in Menyuan county, Qinghai province, northwest China, in July 2020. Photo: Wang Lu
image
A train crosses fields of red earth on the Nanning-Kunming Railway in Shilin county, Yunnan province, southwest China, in February 2021. Photo: Wang Lu

The Wang family returned to Shanghai in 1994, and the timing was auspicious. With former Shanghai mayor Jiang Zemin serving as Communist Party general secretary, the 1990s was set to be Shanghai’s decade, the city’s moment to reclaim its gilded “Pearl of the Orient” status after decades of economic isolation.

“At that time, Pudong [an area on the east side of the Huangpu River that was made a special economic zone in 1990] was basically an empty space. The Oriental Pearl TV Tower was only half-built,” he recalls.

“My parents took me on a sightseeing cruise on the Huangpu River, sailing from the Bund to Wusongkou, where the Huangpu merges into the Yangtze. I remember seeing both river banks lined by dilapidated wharves and shipyards, and the fishy smell gave me a bad impression.”

But things were soon changing, and by his own admission, Wang’s adolescence took place in the world’s biggest building site. New ring roads, expressways, subway lines and railway tracks threaded through the city, while across the river, the cabbage fields of yesteryear began sprouting concrete towers out of the muddy banks of the Huangpu like groves of bamboo.

image
A train on the Chengdu-Guiyang high-speed railway passes over a bridge near Bijie in mountainous Guizhou province, southwest China, in November 2023. Photo: Wang Lu
image
Another bridge carries a train on the Chengdu-Guiyang high-speed railway near the Guizhou provincial capital, Guiyang, in November 2023. Photo: Wang Lu
image
A freight train passes over a gabled bridge in Honghe prefecture, Yunnan province, southwest China, known as the Renzi Bridge and designed by French engineer Paul Bourdon, in July 2017. Photo: Wang Lu

It was around this time that Wang discovered a passion for photography.

“My father was a keen amateur photographer and whenever we went on holiday he’d take pictures. He taught me how to use a camera, and importantly, how to take landscape photographs,” he says.

“I used Kodak film with a roll of 36 shots. Film was not cheap, so I set the exposure carefully for fear of taking useless pictures and wasting shots. Later, my family bought a digital camera. I started using it to take shots of the cityscape whenever I had free time.”

image
A passenger train rolls along the Yiyang-Zhanjiang Railway through the karst mountain landscape of Guangxi, southwest China, in October 2022. Photo: Wang Lu
image
A train on the Korla-Golmud Railway crosses a desert in Haixi prefecture, Qinghai province, northwest China, in August 2020. Photo: Wang Lu
image
A freight train on the Jiaozuo-Liuzhou Railway in Guangxi, southwest China, passes a drum tower of the Dong ethnic minority in October 2023. Photo: Wang Lu

From Wang’s childhood in the western deserts through to his university days in Shanghai, China’s railway infrastructure had also developed radically. The Beijing–Tianjin intercity railway, launched the same year Wang graduated from university, 2008, inaugurated the high-speed era.

But it wasn’t until 2012, when he was a full-time office worker, that he began to train his lens on the transport network. What separated him from his peers was that he chose to shoot from high above his subjects.

“My first drone was the DJI Inspire 1, which I purchased in 2015. I found it quite difficult to get started with aerial photography. Back then, drone technology was still in its infancy, and I’ve crashed a few. You need to read the instructions carefully, then conduct test flights and practise in an open area to fully familiarise yourself with the controls.”

image
A freight train on the Lanzhou-Urumqi Railway passes a herd of camels near Jinchang, Gansu province, in July 2019. Photo: Wang Lu
image
A passenger train rolls along the Boktu-Thar Gas Railway near Yakeshi, Inner Mongolia, northern China, in July 2015. This scenic stretch of railway was built between the 1920s and 1940s to transport timber felled from the Greater Khingan Mountains. Photo: Wang Lu
image
One of the few steam locomotives still in use in China, on the Sandaoling Coal Mine special railway in Hami, Xinjiang, in January 2019. Photo: Wang Lu

Drone technology vastly expanded Wang’s range, enabling him to capture a new perspective, one that, as he puts it, “shows the characteristics of railways in different landscapes”.

“China is a vast country, and the landscapes in the north, south, west and coastal areas are really different.”

Despite the challenges of spending up to half a year on the road, Wang says he has grown accustomed to his life-less-ordinary.

image
A freight train on the Nanning-Kunming Railway rolls through the Qianxinan Buyei and Miao autonomous prefecture in Guizhou province, southwest China, in March 2018. Photo: Wang Lu
image
A coal train on the Chifeng-Daban-Baiyinhua Railway crosses snow-covered grassland in Inner Mongolia, northern China, in March 2016. Photo: Wang Lu
image
A freight train traverses a deep valley on the Neijiang-Liupanshui Railway near Zhaotong, Yunnan province, southwest China, in November 2023. Photo: Wang Lu
image
A freight train passes through a dry valley in Chuxiong Yi autonomous prefecture, Yunnan province, on the Chengkun Line that connects Kunming with Chengdu, in March 2016. Photo: Wang Lu

“The government has become increasingly strict in controlling society in recent years while the possibility of conflict with a neighbouring country is increasing,” he says. “Perhaps in the next few years, photographing trains will be banned or restricted, I don’t know.

“Plus, as my parents get older, I’ll have to spend more time with them. Therefore, I have to get all the shots I can as quickly as possible.”

The strategic fusion of art and science in moment marketing

By in Art World News

The strategic fusion of art and science in moment marketing

The strategic fusion of art and science in moment marketing, Marketing & Advertising News, ET BrandEquity




















Representative image (Getty Images

In the age of social media, many moments may suddenly capture the local or global imagination. Such moments serve as the ideal fodder for moment marketing.

To begin with, it’s important to define moment marketing, which is a marketing approach used to boost brand awareness & sales by capitalising on current news, events & trends. Companies leverage ongoing events & trends to communicate brand messaging that resonates with their customers at the right moment.

Several Benefits for Brands

The biggest benefit is that moment marketing represents a cost-effective strategy. However, it only offers the desired results if implemented correctly. A survey by The Wall Street Journal summarised that 69% of online consumers believed the timeliness, relevance & effectiveness of a company’s messaging affected their perceptions of the brand.

To reiterate, timing & relevance are critical for successful moment marketing. In India, Amul has been the pioneer & master of moment marketing. Since 1966, Amul’s ‘utterly butterly’ campaign has taken moment marketing to unprecedented heights of popularity.

Be it politics, sports, movies or current affairs, Amul has given its unique interpretation to highlight the magic of some special moments, subtly promoting its brand without directly naming other entities. It’s no surprise that Amul ads have enjoyed tremendous brand recall over the years &, occasionally, also become news for their witty one-liners.

While there are many reasons why brands must promote moment marketing, here are the top ones:

Creates instant connection: Through trending topics or events of the day, moment marketing helps brands instantly connect with customers. The relatability of the topic makes consumers feel that the brand understands & empathises with their issues & aspirations, fostering an instant connection.

Drives greater engagement: Though the trending event may be temporary, it offers brands a powerful means of connecting with customers, boosting brand awareness & propelling higher engagement & sales. The relevance & timing of the campaign makes all the difference.

Ensures cost-effective marketing: As a low-cost marketing strategy, it does not need an elaborate campaign to derive big benefits. By exploiting trending events or news, brands can avoid spending huge sums on campaign promotions.

Maximising the Messaging

Benefits apart, brands must know how to maximise the messaging impact with moment marketing by:

Being prepared: Since timing is indispensable in moment marketing, brands should always be aware of what’s going on around them. A trend that has just been phased out cannot be used to excite or engage an audience. Keeping this in mind, brands should keep their creative teams on standby to create coherent conversations that ensure greater engagement at the peak of the trend or event. Preparedness also helps companies avoid the risks of saying or doing the wrong things that can end in a moment marketing fiasco.

Staying in step with ongoing events/trends: As moment marketing revolves around underway trends & events, brands must remain active on social media to keep abreast of the latest news, happenings & upcoming trends. Moreover, brands can study the habits & interests of their target audience to pinpoint patterns that may be exploited to curate timely & topical messages. Brands can also track forthcoming events relevant to their brand to create marketing campaigns in advance. Don’t forget that while moment marketing may seem extremely spontaneous, it can be planned much earlier.

Using humour: In any moment marketing campaign, humour can generate instant connect & brand recall. Social media is awash with humorous content & memes that ride the latest trends to connect with consumers. Humour also provides excellent opportunities to generate viral marketing campaigns. Nonetheless, a word of caution. Humorous content should be used with local sensitivities in mind & without disrespecting any community. Memes or content that disregard these guidelines may end up hurting the interests of brands as offended customers will avoid their products.

Adhering safely to the need for speed: Although speed is of essence in crafting & uploading or publicising moment marketing campaigns, marketers must always avoid using sensitive topics or news. Irrespective of how newsworthy these themes may seem, sensitive topics could end up arousing unwanted emotions in some sections, triggering a backlash. Therefore, brands must prepare dos & don’ts about what topics can be used & what should not, thereby avoiding controversies later. Speedy campaigns could be possible if relevant restrictions are in place beforehand.

Leveraging an omnichannel approach: People engage with brands across several channels. As a result, consumers expect that every message they read or hear, regardless of the channel used for dissemination, will reflect the brand persona like the previous messages. Accordingly, an omnichannel approach helps customers engage with the brand across any or all channels while experiencing the standard message on all platforms.

To implement moment marketing successfully, brands should adhere to the above principles. With the right strategies, brands can differentiate themselves from their peers even in hypercompetitive markets while driving consistent communiques & deeper engagement with users.

The silent seller: How AI is revolutionizing marketing

In today’s day and age, consumers are becoming increasingly mindful of their purchasing decisions, not just in terms of the products they buy but also in considering the values and ethics of the brands they support. They are more likely to gravitate towards brands that demonstrate a commitment to sustainable practices and social responsibility. Further, marketers can leverage AI-powered tools to create personalized marketing strategies that effectively resonate with the ethos.

“,”next_sibling”:[{“msid”:107727423,”title”:”Indians less drunk on liquor love after hike in taxes”,”entity_type”:”ARTICLE”,”link”:”/news/marketing/indians-less-drunk-on-liquor-love-after-hike-in-taxes/107727423″,”category_name”:null,”category_name_seo”:”marketing”}],”related_content”:[],”seoschemas”:false,”msid”:107732526,”entity_type”:”ARTICLE”,”title”:”The strategic fusion of art and science in moment marketing”,”synopsis”:”Companies leverage ongoing events & trends to communicate brand messaging that resonates with their customers at the right moment. With the right strategies, brands can differentiate themselves from their peers even in hyper competitive markets while driving consistent communiques & deeper engagement with users.”,”titleseo”:”marketing/the-strategic-fusion-of-art-and-science-in-moment-marketing”,”status”:”ACTIVE”,”authors”:[],”Alttitle”:{“minfo”:””},”artag”:”ETBrandEquity”,”artdate”:”2024-02-16 08:43:03″,”lastupd”:”2024-02-16 08:43:09″,”breadcrumbTags”:[“moment marketing”,”amul”,”marketing”,”Brand awareness”,”branding”,”brand messaging”,”Brand”,”cost-effective marketing”,”marketing strategy”,”marketing campaigns”],”secinfo”:{“seolocation”:”marketing/the-strategic-fusion-of-art-and-science-in-moment-marketing”}}” data-authors=”[” data-category-name=”Marketing” data-category_id=”381″ data-date=”2024-02-16″ data-index=”article_1″ readability=”26.427375108288″>

Companies leverage ongoing events & trends to communicate brand messaging that resonates with their customers at the right moment. With the right strategies, brands can differentiate themselves from their peers even in hyper competitive markets while driving consistent communiques & deeper engagement with users.

  • Updated On Feb 16, 2024 at 08:43 AM IST

imageRepresentative image (Getty Images”>
Representative image (Getty Images

In the age of social media, many moments may suddenly capture the local or global imagination. Such moments serve as the ideal fodder for moment marketing.

To begin with, it’s important to define moment marketing, which is a marketing approach used to boost brand awareness & sales by capitalising on current news, events & trends. Companies leverage ongoing events & trends to communicate brand messaging that resonates with their customers at the right moment.

Several Benefits for Brands

The biggest benefit is that moment marketing represents a cost-effective strategy. However, it only offers the desired results if implemented correctly. A survey by The Wall Street Journal summarised that 69% of online consumers believed the timeliness, relevance & effectiveness of a company’s messaging affected their perceptions of the brand.

To reiterate, timing & relevance are critical for successful moment marketing. In India, Amul has been the pioneer & master of moment marketing. Since 1966, Amul’s ‘utterly butterly’ campaign has taken moment marketing to unprecedented heights of popularity.

Be it politics, sports, movies or current affairs, Amul has given its unique interpretation to highlight the magic of some special moments, subtly promoting its brand without directly naming other entities. It’s no surprise that Amul ads have enjoyed tremendous brand recall over the years &, occasionally, also become news for their witty one-liners.

While there are many reasons why brands must promote moment marketing, here are the top ones:

Creates instant connection: Through trending topics or events of the day, moment marketing helps brands instantly connect with customers. The relatability of the topic makes consumers feel that the brand understands & empathises with their issues & aspirations, fostering an instant connection.

Drives greater engagement: Though the trending event may be temporary, it offers brands a powerful means of connecting with customers, boosting brand awareness & propelling higher engagement & sales. The relevance & timing of the campaign makes all the difference.

Ensures cost-effective marketing: As a low-cost marketing strategy, it does not need an elaborate campaign to derive big benefits. By exploiting trending events or news, brands can avoid spending huge sums on campaign promotions.

Maximising the Messaging

Benefits apart, brands must know how to maximise the messaging impact with moment marketing by:

Being prepared: Since timing is indispensable in moment marketing, brands should always be aware of what’s going on around them. A trend that has just been phased out cannot be used to excite or engage an audience. Keeping this in mind, brands should keep their creative teams on standby to create coherent conversations that ensure greater engagement at the peak of the trend or event. Preparedness also helps companies avoid the risks of saying or doing the wrong things that can end in a moment marketing fiasco.

Staying in step with ongoing events/trends: As moment marketing revolves around underway trends & events, brands must remain active on social media to keep abreast of the latest news, happenings & upcoming trends. Moreover, brands can study the habits & interests of their target audience to pinpoint patterns that may be exploited to curate timely & topical messages. Brands can also track forthcoming events relevant to their brand to create marketing campaigns in advance. Don’t forget that while moment marketing may seem extremely spontaneous, it can be planned much earlier.

Using humour: In any moment marketing campaign, humour can generate instant connect & brand recall. Social media is awash with humorous content & memes that ride the latest trends to connect with consumers. Humour also provides excellent opportunities to generate viral marketing campaigns. Nonetheless, a word of caution. Humorous content should be used with local sensitivities in mind & without disrespecting any community. Memes or content that disregard these guidelines may end up hurting the interests of brands as offended customers will avoid their products.

Adhering safely to the need for speed: Although speed is of essence in crafting & uploading or publicising moment marketing campaigns, marketers must always avoid using sensitive topics or news. Irrespective of how newsworthy these themes may seem, sensitive topics could end up arousing unwanted emotions in some sections, triggering a backlash. Therefore, brands must prepare dos & don’ts about what topics can be used & what should not, thereby avoiding controversies later. Speedy campaigns could be possible if relevant restrictions are in place beforehand.

Leveraging an omnichannel approach: People engage with brands across several channels. As a result, consumers expect that every message they read or hear, regardless of the channel used for dissemination, will reflect the brand persona like the previous messages. Accordingly, an omnichannel approach helps customers engage with the brand across any or all channels while experiencing the standard message on all platforms.

To implement moment marketing successfully, brands should adhere to the above principles. With the right strategies, brands can differentiate themselves from their peers even in hypercompetitive markets while driving consistent communiques & deeper engagement with users.

The silent seller: How AI is revolutionizing marketing

In today’s day and age, consumers are becoming increasingly mindful of their purchasing decisions, not just in terms of the products they buy but also in considering the values and ethics of the brands they support. They are more likely to gravitate towards brands that demonstrate a commitment to sustainable practices and social responsibility. Further, marketers can leverage AI-powered tools to create personalized marketing strategies that effectively resonate with the ethos.

  • Published On Feb 16, 2024 at 08:43 AM IST

Join the community of 2M+ industry professionals

Subscribe to our newsletter to get latest insights & analysis.

Download ETBrandEquity App

  • Get Realtime updates
  • Save your favourite articles


Scan to download App


Representative image (Getty Images

In the age of social media, many moments may suddenly capture the local or global imagination. Such moments serve as the ideal fodder for moment marketing.

To begin with, it’s important to define moment marketing, which is a marketing approach used to boost brand awareness & sales by capitalising on current news, events & trends. Companies leverage ongoing events & trends to communicate brand messaging that resonates with their customers at the right moment.

Several Benefits for Brands

The biggest benefit is that moment marketing represents a cost-effective strategy. However, it only offers the desired results if implemented correctly. A survey by The Wall Street Journal summarised that 69% of online consumers believed the timeliness, relevance & effectiveness of a company’s messaging affected their perceptions of the brand.

To reiterate, timing & relevance are critical for successful moment marketing. In India, Amul has been the pioneer & master of moment marketing. Since 1966, Amul’s ‘utterly butterly’ campaign has taken moment marketing to unprecedented heights of popularity.

Be it politics, sports, movies or current affairs, Amul has given its unique interpretation to highlight the magic of some special moments, subtly promoting its brand without directly naming other entities. It’s no surprise that Amul ads have enjoyed tremendous brand recall over the years &, occasionally, also become news for their witty one-liners.

While there are many reasons why brands must promote moment marketing, here are the top ones:

Creates instant connection: Through trending topics or events of the day, moment marketing helps brands instantly connect with customers. The relatability of the topic makes consumers feel that the brand understands & empathises with their issues & aspirations, fostering an instant connection.

Drives greater engagement: Though the trending event may be temporary, it offers brands a powerful means of connecting with customers, boosting brand awareness & propelling higher engagement & sales. The relevance & timing of the campaign makes all the difference.

Ensures cost-effective marketing: As a low-cost marketing strategy, it does not need an elaborate campaign to derive big benefits. By exploiting trending events or news, brands can avoid spending huge sums on campaign promotions.

Maximising the Messaging

Benefits apart, brands must know how to maximise the messaging impact with moment marketing by:

Being prepared: Since timing is indispensable in moment marketing, brands should always be aware of what’s going on around them. A trend that has just been phased out cannot be used to excite or engage an audience. Keeping this in mind, brands should keep their creative teams on standby to create coherent conversations that ensure greater engagement at the peak of the trend or event. Preparedness also helps companies avoid the risks of saying or doing the wrong things that can end in a moment marketing fiasco.

Staying in step with ongoing events/trends: As moment marketing revolves around underway trends & events, brands must remain active on social media to keep abreast of the latest news, happenings & upcoming trends. Moreover, brands can study the habits & interests of their target audience to pinpoint patterns that may be exploited to curate timely & topical messages. Brands can also track forthcoming events relevant to their brand to create marketing campaigns in advance. Don’t forget that while moment marketing may seem extremely spontaneous, it can be planned much earlier.

Using humour: In any moment marketing campaign, humour can generate instant connect & brand recall. Social media is awash with humorous content & memes that ride the latest trends to connect with consumers. Humour also provides excellent opportunities to generate viral marketing campaigns. Nonetheless, a word of caution. Humorous content should be used with local sensitivities in mind & without disrespecting any community. Memes or content that disregard these guidelines may end up hurting the interests of brands as offended customers will avoid their products.

Adhering safely to the need for speed: Although speed is of essence in crafting & uploading or publicising moment marketing campaigns, marketers must always avoid using sensitive topics or news. Irrespective of how newsworthy these themes may seem, sensitive topics could end up arousing unwanted emotions in some sections, triggering a backlash. Therefore, brands must prepare dos & don’ts about what topics can be used & what should not, thereby avoiding controversies later. Speedy campaigns could be possible if relevant restrictions are in place beforehand.

Leveraging an omnichannel approach: People engage with brands across several channels. As a result, consumers expect that every message they read or hear, regardless of the channel used for dissemination, will reflect the brand persona like the previous messages. Accordingly, an omnichannel approach helps customers engage with the brand across any or all channels while experiencing the standard message on all platforms.

To implement moment marketing successfully, brands should adhere to the above principles. With the right strategies, brands can differentiate themselves from their peers even in hypercompetitive markets while driving consistent communiques & deeper engagement with users.

The silent seller: How AI is revolutionizing marketing

In today’s day and age, consumers are becoming increasingly mindful of their purchasing decisions, not just in terms of the products they buy but also in considering the values and ethics of the brands they support. They are more likely to gravitate towards brands that demonstrate a commitment to sustainable practices and social responsibility. Further, marketers can leverage AI-powered tools to create personalized marketing strategies that effectively resonate with the ethos.

“,”next_sibling”:[{“msid”:107727423,”title”:”Indians less drunk on liquor love after hike in taxes”,”entity_type”:”ARTICLE”,”link”:”/news/marketing/indians-less-drunk-on-liquor-love-after-hike-in-taxes/107727423″,”category_name”:null,”category_name_seo”:”marketing”}],”related_content”:[],”seoschemas”:false,”msid”:107732526,”entity_type”:”ARTICLE”,”title”:”The strategic fusion of art and science in moment marketing”,”synopsis”:”Companies leverage ongoing events & trends to communicate brand messaging that resonates with their customers at the right moment. With the right strategies, brands can differentiate themselves from their peers even in hyper competitive markets while driving consistent communiques & deeper engagement with users.”,”titleseo”:”marketing/the-strategic-fusion-of-art-and-science-in-moment-marketing”,”status”:”ACTIVE”,”authors”:[],”Alttitle”:{“minfo”:””},”artag”:”ETBrandEquity”,”artdate”:”2024-02-16 08:43:03″,”lastupd”:”2024-02-16 08:43:09″,”breadcrumbTags”:[“moment marketing”,”amul”,”marketing”,”Brand awareness”,”branding”,”brand messaging”,”Brand”,”cost-effective marketing”,”marketing strategy”,”marketing campaigns”],”secinfo”:{“seolocation”:”marketing/the-strategic-fusion-of-art-and-science-in-moment-marketing”}}” data-news_link=”https://brandequity.economictimes.indiatimes.com/news/marketing/the-strategic-fusion-of-art-and-science-in-moment-marketing/107732526″>

Church photographers reflect on capturing holy moments

By in Photography

Church photographers reflect on capturing holy moments
In this day and age, photos are the center of memories. Church photographers use their gifts to help spread the message of God. Photo courtesy of Rocky Holloway

By Jackson Posey | Staff Writer

From Christ Pantocrator in the sixth century to the Sistine Chapel in the 16th, the past 1,500 years of Christian art have primarily arisen from the bristles of a paintbrush. Today, that brush has been replaced by a Sony Alpha 7 IV.

“I feel like God has given me passions and abilities with media for a purpose,” Highlands Ranch, Colo., junior Rocky Holloway, who serves as FM72’s media director, said. “And those are not to go and be selfish, but it’s to reflect Him well. … When I’m at the church, I’m sitting and I’m starting to think about, ‘How can I capture what the Lord is doing and what’s going on with His people? What is going on in this place, and how can I tell that story in a succinct way?’”

Holloway, like other Generation Z Christians, grew up in a cultural environment that sees digitization and documentation as core values. This is the “pics or it didn’t happen” generation — a mantra that has rubbed some church leaders the wrong way.

“The Mass is not a show. It is to go to meet the passion and resurrection of the Lord,” Pope Francis said in 2017. “And I tell you that it gives me so much sadness when I celebrate here in the Piazza or Basilica and I see so many raised cellphones — not just of the faithful, even of some priests and even bishops.”

Francis, who called the increase in church technology use “a very ugly thing,” satirically challenged the use of cellphones during Mass by contrasting it with historical liturgical sayings.

“The priest says, ‘Lift up your hearts,’” Francis said. “He does not say, ‘Lift up your cellphones to take pictures.’”

That anti-technological posture is increasingly becoming the minority view, as the COVID-19 pandemic served as a breaking point for many camera-shy churches. Many congregations around the world now livestream their services to scores of remote viewers, pushing preachers to occasionally address those watching online.

And it isn’t just Sunday mornings. Digital Bible software is on the rise too. According to research conducted by John Dyer for his 2022 book, “People of the Screen,” 45% of evangelicals use their phones to read the Bible “devotionally.” That isn’t countercultural anymore; it is the culture.

And yet, from the broader perspective of American media culture, Christians remain in the minority. Big hitters like “The Chosen” and “He Gets Us” stand out precisely because of their uniqueness in the industry. In some ways, Christian media seems to be a half-step behind the pack. But for many Gen Z Christians with artistic inclinations, good Christian media can provide something nothing else can — documentation of genuine encounters with God.

“My personal style and flair is going to be to lean away maybe from always capturing what’s onstage and focus on what’s happening in the room,” Holloway said. “Because you’re trying to use a physical medium to capture something that’s intangible, right? And that’s really interesting, but what we do understand is faces, is people, is stories, is connection. And so [I use] that to try to illustrate that something ‘not normal’ is going on in this room.”

Austin senior Jenna Rigney, a former Harris Creek photographer who is also on the Kamp Love and FM72 media teams, takes a different approach. Rather than drawing attention to individual stories, she focuses on the broader environment of the room.

“To me, I don’t ever really want to get people’s faces, just because those are really intimate moments where they’re just purely worshiping God,” Rigney said. “To me, those aren’t moments that I should be capturing. I will capture them from behind, showing their hands raised. Or if I want to put on a low shutter speed, I will get some blurry photos maybe if anything, to capture kind of the mood and the movement of the space.”

There’s certainly nuance there. Rigney noted that different environments and moments can change the calculus. Some are more upbeat, like when Kamp Love devotees were “shouting worship songs and jumping around.” But in the more somber, reflective times, her default is to leave extra room.

“Overall, I think it’s just a judgment of, ‘What’s the tone of the space?’ Is it more reflective or full of confession or prayer?” Rigney said. “I’m going to take time to step away, maybe take some further-away shots, just to honor people and where they’re at in the space, because I wouldn’t want people putting a camera in my face when I’m crying, you know?”

Taking that sort of hands-off posture, even with hands still on the camera, isn’t unique to Rigney. St. Louis sophomore Jackson Lawrence, a Harris Creek videographer, is intent on keeping the holiness of God the main thing.

“I definitely think there should be some strict boundaries of keeping a space sacred,” Lawrence said. “I know during Kamp Love, they won’t allow anyone to go into the prayer room except for people on the prayer team or some of the leadership, because a camera does not need to be there. They want to keep that space sacred.”

There’s a philosophical idea that “everything is theological” — that everything Christians do, especially within a worship space, reveals something of what they think of God. Paul writes in Ephesians 1:23 that the church is “the fullness of Him who fills all in all.” Therefore, it’s no wonder that one’s perspective on God will practically be lived out in the things they do.

That same concept is equally true for preaching as it is for greeting, as it is for mopping floors, as it is for creating Christian media content. Lawrence, reflecting on his position, sees creating excellent artwork as a reflection of the God who created all excellencies.

“I think being faithful with my job is accurately showing what it looks like to follow Jesus,” Lawrence said. “I don’t see a problem with trying to make that look as good as possible, because that’s exactly what Christ did. I’m reminded of when Jesus is talking with the woman at the well, and He appeals to her thirst and her need for water. And He says to the woman, ‘Do you not ever want to be thirsty again? Do you want to drink from a better water?’ And He’s speaking it about Himself. He is sort of marketing Himself, in a way. And so I think being faithful [in] my job is marketing Christ, following Jesus in the best light possible.”

In the book of Exodus, God gives a particular blessing to a craftsman named Bezalel. God tells Moses that He has “filled him with the Spirit of God, with ability and intelligence, with knowledge and all craftsmanship, to devise artistic designs, to work in gold, silver and bronze, in cutting stones for setting, and in carving wood, to work in every craft.”

Bezalel, among others, is tasked with building the tabernacle, where God will meet with humanity. From the tent of meeting and ark of the testimony to “the anointing oil and fragrant incense for the Holy Place,” God chooses artists to frame the place where He will meet with His people. In many ways, modern Christian artists are seeking to do the same.

“If it’s just me capturing beautiful moments to glorify God and help people remember who He is and be in awe of Him through that, then we’re doing something,” Rigney said. “I think there is beauty in how He’s given each of us as creatives a specific eye for things. … And I’m not saying erase my identity from that, because God is using me for this, but … there’s so many different ways to capture God’s glory, and it’s beautiful.”

The quality of the artwork certainly matters — shooting with the lens cap on doesn’t help anyone. But in worship photography, the goals are different. More important than the composition or the lighting or the angle is the ultimate subject: God. In the most important shots of their lives, the pressure is all off.

“[I want to] be excellent in it, don’t get me wrong,” Holloway said. “But it’s also stepping into that room and stopping, trying to still myself and asking the Lord, ‘Hey, I want to reflect you well, and I want this to glorify you, so would you help me in that?’ It’s almost like partnering with the Holy Spirit in capturing that moment and capturing those photos and understanding it’s not a matter of perfection; it’s more an act of obedience. [That’s] where I want to line my heart up to be.”

Bluebonnet season approaches as Brazos Valley photographers book up

By in Photography

Bluebonnet season approaches as Brazos Valley photographers book up

BRYAN, Texas (KBTX) – Local photographers are already filling their books with bluebonnet photoshoots, but now they’re left to wait for the blooms.

Some started booking slots as early as January in preparation for the narrow window of time.

In past years, photographer Jen Gerlich had just a couple of weeks to photograph around 20 families in the bluebonnets. Her company, JG Creatives, has been capturing memories for half a decade.

“It gets a little crazy right around the time the bluebonnets start blooming and yeah, it does get pretty busy because it’s kind of like a rite of passage,” she said.

Her books fill up months in advance with people signing up for a spot on a waitlist. Once the flowers bloom, she schedules all of the photo shoots within a two-to-three-week window. In the meantime, she’s watching the current crop closely.

“Towards the end of February, I’ll start kind of like poking at plants, figuring it out,” she said.

However, timing can still be a challenge, especially after a boiling hot summer followed by a rainy few weeks.

Dr. Mike Arnold, Director of Gardens at Texas A&M University, said the timing depends on the fall rains. After a lot of rain in a short time, he predicts the peak of bluebonnet season could be closer than we think.

“About three to four weeks from now is when we will be into our peak bloom on the bluebonnets. But we’re blessed with a tremendous variety and array of wildflowers,” he said.

Although plants in lower elevation areas might struggle due to the amount of rainfall, blooms on hills and in sandy soils could spell success for the overall season.

“We managed to get a few rains late in the season, so we did get some germination occurring, this crop’s looked pretty good through the winter,” he added.

Dr. Arnold recommends scheduling your Bluebonnet photos toward the end of March.

Local photographers are already booking for bluebonnets

Copyright 2024 KBTX. All rights reserved.

‘En Forêt’ wildlife photography exhibition opens its doors in Lyon

By in Photography

‘En Forêt’ wildlife photography exhibition opens its doors in Lyon

Acclaimed photographer and filmmaker Vincent Munier presents his latest exhibition at Lyon’s Musée des Confluences, focusing on awe-inspiring wildlife near his home in the Vosges mountains.

ADVERTISEMENT

Getting close to nature is the mantra of photographer and filmmaker Vincent Munier.

He has travelled to the world’s most remote regions, from the North and South Poles to Tibet, snapping shots of the wildest animals on the planet.

His new exhibition at Lyon’s Musée des Confluences is a dive into the forests he grew up with in eastern France.

The project was initiated by the Musée des Confluences, which also opened its doors to photography last year. Vincent Munier succeeds the great Marc Riboud.

“The Musée des Confluences team came to see me in the Vosges, and I was delighted, because people sometimes label me an ‘adventurous photographer’, from the far North to the far South, or Tibet, as with ‘La Panthère des neiges’. But in the end, I’ve never stopped photographing around my home, and that’s where I got my bearings, where I learned how to stand back and observe the beasts,” Munier told Euronews.

 “I was possessed by this encounter, this desire to bring animals to the forefront. In a way, we have put them aside. That’s what affects me and saddens me the most. It’s the extent to which we’ve ‘gone it alone’, it’s “man is man” and the animals are a bit of a spectacle or an accessory, but not on the same level. It’s a vertical hierarchy that annoys me enormously, this hegemonic position of our species over the others.” 

His secret weapon when on a mission is patience. The idea is to lie in wait, for hours or even days, to catch a fleeting glimpse of nature’s wonders.

The results are clear: the wild world is being gnawed away by man, to the detriment of the globe’s flora and fauna.

Vincent Munier wants to show the beauty of this planet, whether it lies on the other side of the world or close to home. 

“You can be just as moved by a snow leopard as by a lynx, a wildcat or even a little chickadee. Things often seem ordinary, but if you pay attention and take the time, then it all becomes extraordinary!”

The “En Forêt” exhibition is open to the public until 2025 at the Musée des Confluences in Lyon.

CP+ 2024: A Renaissance in Photography with Groundbreaking Announc…

By in Photography

CP+ 2024: A Renaissance in Photography with Groundbreaking Announc…
image

In the heart of winter, the world of photography is set to witness a renaissance at the CP+ 2024 event in Japan, scheduled from February 22-25. As the globe’s premier camera and imaging show, it promises an assembly of groundbreaking announcements and technological showcases from industry giants including Canon, Sony, Nikon, and Fujifilm among others. Preceding the main event, the Fujifilm X Summit Tokyo on February 20 stands as a harbinger of the innovation to come, with Fujifilm teasing a significant camera reveal that’s already creating ripples of excitement across the photography community.

Advertisment

New Horizons in Imaging

With each iteration, CP+ has cemented its reputation as a pivotal platform for not just unveiling the latest in camera technology, but also for setting the tone for the year’s photography trends and market dynamics. This year, the event is poised to introduce a slew of advancements with Canon leading the charge, hinting at the development of the EOS R1—a camera that’s expected to redefine sports photography. Meanwhile, Sony’s anticipated successors to the ZV E10 and A7S III signal a robust emphasis on content creation, from vlogging to professional video production. Not to be outdone, Fujifilm’s compact camera reveal is set to offer a fresh perspective on portability and performance.

Innovation Across the Spectrum

Advertisment

Beyond the heavyweights, other manufacturers like Sigma and Ricoh are also on the brink of unveiling their latest creations. Sigma’s upcoming announcement, shrouded in mystery, is speculated to be a new lens or camera that could potentially set new standards in photographic excellence. On the other hand, Ricoh’s online event promises the introduction of a new GR camera, continuing the legacy of its highly regarded compact series known for exceptional image quality and user experience. These announcements not only reflect the diverse range of products that will be showcased but also highlight the industry’s commitment to innovation, catering to both professionals and enthusiasts alike.

A Glimpse into the Future

The anticipation for CP+ 2024 is not just about the products but also about the vision it represents for the future of photography. As we stand on the cusp of this event, it’s clear that the boundaries between technology and creativity are becoming increasingly blurred. From the development of the EOS R1, indicative of Canon’s push towards perfecting sports photography, to Sony’s focus on enhancing the content creator’s toolkit, and Fujifilm’s compact camera that might just set a new benchmark for portability and performance, CP+ 2024 is shaping up to be a landmark moment in the imaging world.

As we conclude, the story of CP+ 2024 is not just about the cameras and technologies that will be unveiled but about the narratives they enable us to tell. The event promises to be a testament to the industry’s resilience, innovation, and the ever-evolving relationship between humans and the art of photography. With manufacturers pushing the envelope on what’s possible, CP+ 2024 is poised to offer a window into the future of imaging, setting the stage for a year of creativity, exploration, and boundary-pushing achievements in the world of photography.

«< 835 836 837 838 839 >»