Imagery
Direction
Section titled “Direction”- Analogue and editorial feeling. A documentary photography style, not a produced one.
- Chosen, controlled tones. A deliberate palette, not whatever a scene happened to offer.
- Blurred elements. Motion and depth of field are part of the composition, not a flaw to correct.
- Clair-obscur — burned black and white. High-contrast monochrome where it serves the moment.
Avoid image-bank photography above all
Section titled “Avoid image-bank photography above all”Nothing that looks staged, licensed, or interchangeable. If an image could belong to any travel brand, it doesn’t belong to this one.
Reviewing an image
Section titled “Reviewing an image”Ask: does it name something specific (a real place, a real texture) rather than a generic postcard view? Does it admit imperfection — unposed, a little raw — rather than a polished, staged moment?
Cultural depth to draw on
Section titled “Cultural depth to draw on”The cloud has cross-cultural resonance the brand can tap when a campaign needs it: the Japanese sea of clouds (unkai) and the clouds of ukiyo-e; the French avoir la tête dans les nuages and être sur un petit nuage; the Latin post nubila Phoebus — after clouds, the sun. Wells to draw from, not references to obey.