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

史提芬阿迪斯:父女情缘,一年一拍

Filmed:
1,553,695 views

很久以前,史提芬阿迪斯站在纽约街头抱着他的女儿,妻子帮他们拍了一张照片。这张照片引发了每年一度的父女小传统,阿迪斯和女儿每年在同一地方摆同一个姿势拍照。阿提斯分享了这15张珍贵的照片,并探讨为什么这些重复的小传统意义非凡。
- 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
Photography摄影 has been my passion
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自从我足够大拿起相机以来,
00:17
ever since以来 I was old enough足够 to pick up a camera相机,
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我一直热衷摄影,
00:20
but today今天 I want to share分享 with you
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但我今天想和你们分享
00:23
the 15 most treasured photos相片 of mine,
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15张我最珍爱的照片,
00:26
and I didn't take any of them.
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它们没有一张是我拍的。
00:27
There were no art艺术 directors董事, no stylists造型师,
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没有艺术指导,没有造型师,
00:30
no chance机会 for reshoots重拍, not even any regard看待 for lighting灯光.
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没有重拍的机会,更别提灯光效果。
00:35
In fact事实, most of them were taken采取 by random随机 tourists游客.
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事实上,它们大多数是随机找来的游客拍的。
00:39
My story故事 begins开始
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我的故事源起于
00:41
when I was in New York纽约 City for a speaking请讲 engagement订婚,
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有一次我获邀到纽约市演讲,
00:43
and my wife妻子 took this picture图片 of me holding保持 my daughter女儿
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我的妻子拍了张照片,我抱着我的女儿
00:46
on her first birthday生日. We're on the corner of 57th and 5th.
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那天是她的一岁生日。我们站在第57大道和第5大道的交界处。
00:50
We happened发生 to be back in New York纽约 exactly究竟 a year later后来,
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碰巧一年后,我们又回到了纽约市,
00:54
so we decided决定 to take the same相同 picture图片.
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所以我们决定拍一张同样的照片。
00:57
Well you can see where this is going.
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你可以猜到事情是怎么发展的。
00:59
Approaching接近 my daughter's女儿的 third第三 birthday生日,
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接近女儿三岁生日时,
01:01
my wife妻子 said, "Hey, why don't you take Sabina萨宾娜 back to New York纽约
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妻子说,“嘿,你为什么不带萨比娜回纽约,
01:04
and make it a father-daughter父女 trip, and continue继续 the ritual仪式?"
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来个父女之旅,继续这个小传统?”
01:08
This is when we started开始 asking passing通过 tourists游客 to take the picture图片.
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也就是从这次开始我们找路上的游客帮我们拍照。
01:11
You know, it's remarkable卓越 how universal普遍
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你们知道,把相机递给一个完全陌生人拍照
01:14
the gesture手势 is of handing移交 your camera相机 to a total stranger陌生人.
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是多么普遍而又不寻常的事。
01:17
No one's那些 ever refused拒绝, and luckily no one's那些 ever run off with our camera相机.
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没有人会拒绝,幸运的是也没有人拿着我们的相机跑掉。
01:22
Back then, we had no idea理念 how much this trip would change更改 our lives生活.
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那时,我们并不知道这样的旅程会深深改变我们的生活。
01:26
It's really become成为 sacred神圣 to us.
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对我们而言,它渐渐变得神圣起来。
01:28
This one was taken采取 just weeks after 9/11,
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这张是在911的几周后拍的,
01:30
and I found发现 myself trying to explain说明 what had happened发生 that day
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我那时尝试解释911那天发生的事
01:35
in ways方法 a five-year-old五十岁 could understand理解.
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试图采用让这个五岁孩子明白的方式。
01:37
So these photos相片 are far more than proxies代理
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所以这些照片远远不止是记录了
01:40
for a single moment时刻, or even a specific具体 trip.
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一个瞬间,或一次特别的旅程。
01:43
They're also ways方法 for us to freeze冻结 time
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它们是我们保藏时间的方式
01:46
for one week in October十月
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记住10月的某一周,
01:50
and reflect反映 on our times
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让我们回想岁月,
01:53
and how we change更改 from year to year,
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以及我们年复一年是如何变化的,
01:55
and not just physically物理, but in every一切 way.
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不止是身体上的变化,而是各方面的变化。
01:58
Because while we take the same相同 photo照片,
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因为,我每年们拍同样的照片,
02:00
our perspectives观点 change更改,
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我们的视角并不一样,
02:02
and she reaches到达 new milestones里程碑,
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女儿她到达新的里程碑,
02:06
and I get to see life through通过 her eyes眼睛,
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我透过她的眼睛看待生活,
02:08
and how she interacts交互 with and sees看到 everything.
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看她如何反应,如何看待一切。
02:13
This very focused重点 time we get to spend together一起
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这是我们亲子相处的时间,
02:16
is something we cherish珍视 and anticipate预料 the entire整个 year.
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是一年里面我们最珍惜也最期待的时间。
02:21
Recently最近, on one trip, we were walking步行,
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最近一次旅程,我们在路上走着,
02:24
and she stops停止 dead in her tracks轨道,
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她突然停了下来,
02:26
and she points to a red awning of the doll娃娃 store商店
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她指着一间玩偶店的红色外棚
02:30
that she loved喜爱 when she was little
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说她小时候非常喜欢那外棚
02:32
on our earlier trips旅行.
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也就是从我们之前的旅程开始。
02:35
And she describes介绍 to me the feeling感觉 she felt
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她向我形容
02:37
as a five-year-old五十岁 standing常设 in that exact精确 spot.
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5岁的时候,她站在那个拍照点时的感受。
02:41
She said she remembers记得 her heart bursting爆破 out of her chest胸部
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她说她记得第一次看到那个地方时
02:44
when she saw that place地点 for the very first time
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她的心快要跳出来,
02:46
nine years年份 earlier.
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那是9年前的事了。
02:49
And now what she's looking at in New York纽约
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现在她去纽约关注的是
02:51
are colleges高校,
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大学校园,
02:53
because she's determined决心 to go to school学校 in New York纽约.
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因为她决定要去纽约读书。
02:56
And it hit击中 me: One of the most important重要 things
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我突然明白:我们创造的最重要的事情之一
02:59
we all make are memories回忆.
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是我们的记忆。
03:03
So I want to share分享 the idea理念 of taking服用 an active活性 role角色
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所以我希望分享这种主动
03:07
in consciously自觉 creating创建 memories回忆.
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且有意识去创造记忆的想法。
03:10
I don't know about you, but aside在旁边 from these 15 shots镜头,
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我不知道你们的情况,但我个人而言,除了这15张照片,
03:13
I'm not in many许多 of the family家庭 photos相片.
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我不会经常出现在家庭照片里面。
03:15
I'm always the one taking服用 the picture图片.
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我总是那个拿相机拍照的人。
03:17
So I want to encourage鼓励 everyone大家 today今天
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我希望鼓励今天在座的各位,
03:20
to get in the shot射击,
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争取到照片里面去,
03:22
and don't hesitate迟疑 to go up to someone有人 and ask,
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别犹豫,走向前问路人,
03:25
"Will you take our picture图片?"
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“可以帮我们拍照吗?”
03:27
Thank you. (Applause掌声)
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谢谢。(掌声)
Translated by Ben Peng
Reviewed by Zachary Lin Zhao

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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