ABOUT THE SPEAKER
Steven Addis - Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change.

Why you should listen

In the late ‘80s, Steven Addis imagined a creative agency that merged strategy and design, breaking down the walls between strategists, copywriters and designers. That vision evolved into Addis Creson, a brand strategy firm set on creating positive change by working with clients to market meaningful products and to improve their social benefit. The firm is behind the rapid rise of Kashi, the naming of Shutterfly and the launching of the sustainably raised salmon brand, Verlasso.

A photographer, film buff and writer, Addis began documenting the evolution of branding as the online world took shape. An avid traveler and supporter of the arts, he also advises businesses and non-profits through board work for the UC Berkeley Art Museum & Pacific Film Archive and MapLight.

More profile about the speaker
Steven Addis | Speaker | TED.com
TED2012

Steven Addis: A father-daughter bond, one photo at a time

Steven Addis: Vez med očetom in hčerjo s pomočjo fotografij

Filmed:
1,553,695 views

Leta nazaj, je Steve Addis stal na vogalu v New Yorku in v naročju držal svojo enoletno hčer, medtem pa je njegova žena posnela fotografijo. Prav ta slika je bila povod za vsakoletno tradicijo fotografiranja na istem mestu in ob istem času. Addis z nami deli petnajst dragocenih fotografij in razloži, zakaj mu je ta majhna tradicija tako pri srcu.
- Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change. Full bio

Double-click the English transcript below to play the video.

00:16
PhotographyFotografije has been my passionstrast
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Fotografija je bila moja strast
00:17
ever sinceod I was oldstar enoughdovolj to pickpick up a camerakamera,
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odkar sem zmogel držati fotoaparat.
00:20
but todaydanes I want to sharedeliti with you
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Danes bi rad z vami delil
00:23
the 15 mostnajbolj treasuredzaklad photosfotografije of minemoj,
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svojih petnajst najdragocenejših slik,
00:26
and I didn't take any of them.
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a nobene nisem posnel sam.
00:27
There were no artumetnost directorsdirektorji, no stylistsstilisti,
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Ni bilo umetniških vodij,
00:30
no chancepriložnost for reshootsreshoots, not even any regardglede for lightingrazsvetljava.
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možnosti ponovitve posnetka ali upoštevanja svetlobe.
00:35
In factdejstvo, mostnajbolj of them were takensprejeti by randomnaključen touriststuristi.
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Večino fotografij so posneli naključni turisti.
00:39
My storyzgodba beginsse začne
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Moja zgodba se prične,
00:41
when I was in NewNove YorkYork CityMesto for a speakinggovori engagementsodelovanje,
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ko sem bil v New Yorku zaradi nekega predavanja.
00:43
and my wifežena tookvzel this pictureslika of me holdinggospodarstvo my daughterhči
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Moja žena je posnela tole fotografijo, kjer držim svojo hčer
00:46
on her first birthdayrojstni dan. We're on the cornerkotiček of 57thth and 5thth.
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na njen prvi rojstni dan. Bili smo na vogalu 57. ulice in 5. avenije.
00:50
We happenedse je zgodilo to be back in NewNove YorkYork exactlytočno a yearleto laterpozneje,
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Naključno smo se v New York vrnili točno leto dni kasneje
00:54
so we decidedodločil to take the sameenako pictureslika.
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in se odločili, da posnamemo enako fotografijo.
00:57
Well you can see where this is going.
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Najbrž veste, kaj sledi.
00:59
ApproachingPribližuje my daughter'shčerka thirdtretjino birthdayrojstni dan,
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Bližal se je hčerin tretji rojstni dan
01:01
my wifežena said, "Hey, why don't you take SabinaSabina back to NewNove YorkYork
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in je žena predlagala, da se vrneva v New York
01:04
and make it a father-daughteroče-hči trippotovanje, and continuenadaljuj the ritualritual?"
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in nadaljujeva najino tradicijo.
01:08
This is when we startedzačel askingsprašujem passingmimo touriststuristi to take the pictureslika.
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Mimoidoče turiste sva prosila, da naju slikajo.
01:11
You know, it's remarkableizjemno how universaluniverzalno
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Neverjetno, kako univerzalna je gesta,
01:14
the gesturegesta is of handingpredaja your camerakamera to a totalskupaj strangertujec.
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s katero popolnega neznanca prosiš za fotografijo.
01:17
No one'sena ever refusedzavrnil, and luckilyna srečo no one'sena ever runteči off with our camerakamera.
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Nihče še ni odklonil ali pobegnil z našim fotoaparatom.
01:22
Back then, we had no ideaideja how much this trippotovanje would changesprememba our livesživi.
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Takrat se nama ni sanjalo, da bo ta izlet spremenil najino življenje.
01:26
It's really becomepostane sacredsveto to us.
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Ta tradicija nama je postala zelo pomembna.
01:28
This one was takensprejeti just weekstednih after 9/11,
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Tale je bila posneta le tedne po 11. septembru.
01:30
and I foundnajdemo myselfjaz tryingposkušam to explainpojasnite what had happenedse je zgodilo that day
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Svoji petletnici sem skušal razložiti,
01:35
in waysnačinov a five-year-oldpet-year-old could understandrazumeti.
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kaj se je takrat zgodilo.
01:37
So these photosfotografije are fardaleč more than proxiespooblastil
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Te fotografije so mnogo več kot spomini
01:40
for a singlesamski momenttrenutek, or even a specificspecifično trippotovanje.
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na določen trenutek ali izlet.
01:43
They're alsotudi waysnačinov for us to freezezamrzne time
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Omogočijo nama, da ustaviva čas
01:46
for one weekteden in OctoberOktobra
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za teden dni v oktobru.
01:50
and reflectodražajo on our timeskrat
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Da razmisliva, kaj sva doživela
01:53
and how we changesprememba from yearleto to yearleto,
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in kako sva se spremenila.
01:55
and not just physicallyfizično, but in everyvsak way.
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V vsakem pogledu, ne le navzven.
01:58
Because while we take the sameenako photofotografija,
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Ko posnameva enako fotografijo,
02:00
our perspectivesperspektive changesprememba,
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se najin pogled na svet spremeni.
02:02
and she reachesdoseže newnovo milestonesmejniki,
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Hči dosega nove mejnike,
02:06
and I get to see life throughskozi her eyesoči,
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jaz pa lahko vidim življenje skozi njene oči.
02:08
and how she interactskomunicira with and seesvidi everything.
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Spoznam, kako se sporazumeva in opazuje.
02:13
This very focusedosredotočen time we get to spendporabiti togetherskupaj
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Tega časa, ki ga bova preživela skupaj,
02:16
is something we cherishcenijo and anticipatepričakujte the entirecelotno yearleto.
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se veseliva celo leto.
02:21
RecentlyNedavno, on one trippotovanje, we were walkinghoditi,
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Na nedavnem izletu sva se sprehajala
02:24
and she stopsustavi deadmrtev in her tracksskladbe,
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in ona se nenadoma ustavi.
02:26
and she pointstočke to a redrdeča awningTenda of the dolllutka storeshranite
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S prstom pokaže na rdeč baldahin nad trgovino z igračami,
02:30
that she lovedLjubil sem when she was little
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ki jo je imela tako rada
02:32
on our earlierprej tripspotovanja.
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na naših prejšnjih izletih.
02:35
And she describesopisuje to me the feelingobčutek she feltčutil
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Povedala mi je, kako se je počutila,
02:37
as a five-year-oldpet-year-old standingstoji in that exacttočno spotspot.
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ko je kot petletnica stala na tem kraju.
02:41
She said she remembersspomni her heartsrce burstingpoka out of her chestprsni koš
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Rekla je, da ji je srce močno razbijalo,
02:44
when she saw that placemesto for the very first time
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ko je trgovino zagledala prvikrat
02:46
ninedevet yearslet earlierprej.
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pred devetimi leti.
02:49
And now what she's looking at in NewNove YorkYork
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Zdaj pa v New Yorku išče
02:51
are collegeskolegij,
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primerno fakulteto,
02:53
because she's determineddoločena to go to schoolšola in NewNove YorkYork.
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ker je odločena, da bo tam študirala.
02:56
And it hitudaril me: One of the mostnajbolj importantpomembno things
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Zadelo me je. Ena najpomembnejših stvari
02:59
we all make are memoriesspomini.
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je ustvarjanje spominov.
03:03
So I want to sharedeliti the ideaideja of takingjemanje an activeaktiven rolevloga
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Zato želim, da aktivno sodelujete
03:07
in consciouslyzavestno creatingustvarjanje memoriesspomini.
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pri ustvarjanju spominov.
03:10
I don't know about you, but asideob strani from these 15 shotsposnetke,
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Če odštejem teh petnajst slik,
03:13
I'm not in manyveliko of the familydružina photosfotografije.
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sem redko prisoten na družinskih fotografijah.
03:15
I'm always the one takingjemanje the pictureslika.
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Ponavadi sem jaz tisti, ki fotografira.
03:17
So I want to encouragespodbujati everyonevsi todaydanes
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Zato želim danes vse spodbuditi,
03:20
to get in the shotstrel,
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da stopite pred kamero tudi sami.
03:22
and don't hesitateoklevajte to go up to someonenekdo and askvprašajte,
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In naj vam ne bo nerodno neznanca vprašati:
03:25
"Will you take our pictureslika?"
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"Bi naju lahko fotografirali?"
03:27
Thank you. (ApplauseAplavz)
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Hvala. (Aplavz)
Translated by Sara Rozic
Reviewed by Tadej Pesjak

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ABOUT THE SPEAKER
Steven Addis - Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change.

Why you should listen

In the late ‘80s, Steven Addis imagined a creative agency that merged strategy and design, breaking down the walls between strategists, copywriters and designers. That vision evolved into Addis Creson, a brand strategy firm set on creating positive change by working with clients to market meaningful products and to improve their social benefit. The firm is behind the rapid rise of Kashi, the naming of Shutterfly and the launching of the sustainably raised salmon brand, Verlasso.

A photographer, film buff and writer, Addis began documenting the evolution of branding as the online world took shape. An avid traveler and supporter of the arts, he also advises businesses and non-profits through board work for the UC Berkeley Art Museum & Pacific Film Archive and MapLight.

More profile about the speaker
Steven Addis | Speaker | TED.com