Space: the final frontier?

Space: the final frontier?

Well, ok, some might contest that we know more about our own solar system than we do about the world below the waves of our oceans, but, last night, the frontier was clearly space.

Earlier in the week, in a session focused on the world of advertising, we were presented with an image of Matt Damon and the surface of Mars. An image being used to sell potatoes in a supermarket. Lateral thinking.

Late yesterday afternoon, the debate about which technology to adopt to meet our more earthly media needs was brushed aside and replaced with a request to the audience to start producing camera technology capable of surviving the trip to Mars and beyond. One hopes the photos so produced will feature more than the humble potato. Although, speaking of potatoes, did you know that photographer Kevin Abosch sold a photograph of a potato for a cool €1 million? Imagine if it had been a potato from Mars.

Which all goes to show that the technology will always play second fiddle to the content. 

The session Chair, Carolyn Giardina, had to work very hard to keep the mission on track when confronted with the irrepressibly ebullient Carlos Fontanot whose passion for his craft, curating NASA's images of space, flooded the auditorium.

The men from NASA were impressive, they managed (mostly) to steer clear of wowing us with science and instead made a passionate case for the continuing conquest of space.

Their references to the challenges of training astronauts to make the most of photographic equipment many of us can only dream of possessing, of their pursuit of ion drives to slash journey times, mixed in with heroic tales of overcoming technical glitches to get the shot in on time proved once again, it's the story that matters. And the men from NASA told a good story well.

My point?

It is all too easy to be sidelined by the displays of tech on show on IBC's acronym rich floor. Drones and VR headsets, HDR, 8k, UHD, VP's talking IP, you know what I mean.

What it all boils down to is this. It's the content, the story, the passion and emotion, the stories that make you want to shout or cry or laugh out loud. That's what matters.

Need help telling your story? Contact us, we're on the same page.


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Last modified on 12 September 2016
Andy Townend

Proven track record in shaping and delivering complex national transformation programs.