TED2012
Steven Addis: A father-daughter bond, one photo at a time
Steven Addis: Veza između oca i kćeri, sliku po sliku
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Jednom davno u New Yorku, Steve Addis stajao je na uglu ulice i držao svoju jednogodišnju kćer u naručju; njegova ih je žena fotografirala. Slika je nadahnula godišnji ritual između oca i kćeri u kojem Addis i njegova kći svake godine poziraju za istu sliku, na istom uglu. Addis pokazuje 15 dragih fotografija iz tog niza te istražuje zašto taj mali ritual koji se ponavlja ima tako veliko značenje.
Steven Addis - Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change. Full bio
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 has been my passion
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Fotografija je moja strast
00:17
ever since I was old enough to pick up a camera,
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otkad sam bio dovoljno star
da uzmem fotoaparat u ruke,
da uzmem fotoaparat u ruke,
00:20
but today I want to share with you
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ali danas želim s vama podijeliti
00:23
the 15 most treasured photos of mine,
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svojih 15 najdragocjenijih fotografija,
00:26
and I didn't take any of them.
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od kojih ja nisam slikao niti jednu.
00:27
There were no art directors, no stylists,
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Nije bilo umjetničkih direktora, stilista,
00:30
no chance for reshoots, not even any regard for lighting.
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prilike za ponovno slikanje, nikakve rasvjete.
00:35
In fact, most of them were taken by random tourists.
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U biti, većinu su slikali nasumično odabrani turisti.
00:39
My story begins
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Moja priča počinje
00:41
when I was in New York City for a speaking engagement,
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kad sam bio u New Yorku
kako bih održao jedan govor,
kako bih održao jedan govor,
00:43
and my wife took this picture of me holding my daughter
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a žena me slikala kako držim svoju kćer
00:46
on her first birthday. We're on the corner of 57th and 5th.
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na njen prvi rođendan.
Na križanju smo 57. i 5. ulice.
Na križanju smo 57. i 5. ulice.
00:50
We happened to be back in New York exactly a year later,
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Točno godinu dana kasnije opet smo bili u New Yorku
00:54
so we decided to take the same picture.
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pa smo odlučili slikati se na isti način.
00:57
Well you can see where this is going.
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Možete pretpostaviti u kojem smjeru ovo ide.
00:59
Approaching my daughter's third birthday,
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Kako se bližio treći rođendan moje kćeri,
01:01
my wife said, "Hey, why don't you take Sabina back to New York
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moja je žena rekla: "Hej, zašto ne bi
Sabinu opet odveo u New York
Sabinu opet odveo u New York
01:04
and make it a father-daughter trip, and continue the ritual?"
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na jedan izlet oca i kćeri i nastavio ritual?"
01:08
This is when we started asking passing tourists to take the picture.
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Tad smo počeli tražiti turiste u prolazu da nas slikaju.
01:11
You know, it's remarkable how universal
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Znate, neobično je kako je univerzalna gesta
01:14
the gesture is of handing your camera to a total stranger.
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davanja svog fotoaparata strancu.
01:17
No one's ever refused, and luckily no one's ever run off with our camera.
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Nitko nikad nije odbio i, srećom,
nitko nije pobjegao s našim fotoaparatom.
nitko nije pobjegao s našim fotoaparatom.
01:22
Back then, we had no idea how much this trip would change our lives.
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Tad nismo imali pojma koliko će
taj izlet promijeniti naše živote.
taj izlet promijeniti naše živote.
01:26
It's really become sacred to us.
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Postalo nam je sveto.
01:28
This one was taken just weeks after 9/11,
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Ovo je slikano samo nekoliko
tjedana nakon 11. rujna
tjedana nakon 11. rujna
01:30
and I found myself trying to explain what had happened that day
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i pokušavao sam objasniti što se dogodilo tog dana
01:35
in ways a five-year-old could understand.
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na način na koji bi
petogodišnjakinja to mogla razumjeti.
petogodišnjakinja to mogla razumjeti.
01:37
So these photos are far more than proxies
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Ove fotografije mnogo su više od simbola
01:40
for a single moment, or even a specific trip.
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za jedan jedini trenutak ili čak određeni izlet.
01:43
They're also ways for us to freeze time
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One su i način da se zaustavi vrijeme
01:46
for one week in October
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na jedan tjedan u listopadu
01:50
and reflect on our times
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i razmisli o našim danima
01:53
and how we change from year to year,
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i načinu na koji se mijenjamo iz godine u godinu,
01:55
and not just physically, but in every way.
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ne samo fizički, već i na svaki drugi način.
01:58
Because while we take the same photo,
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Jer, iako slikamo jednake fotografije,
02:00
our perspectives change,
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naše se perspektive mijenjaju,
02:02
and she reaches new milestones,
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ona doživljava nove prekretnice,
02:06
and I get to see life through her eyes,
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a ja mogu vidjeti život kroz njene oči,
02:08
and how she interacts with and sees everything.
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kako dolazi u dodir sa svime
te njeno poimanje istog.
te njeno poimanje istog.
02:13
This very focused time we get to spend together
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Ovo vrlo usredotočeno vrijeme
koje provedemo zajedno
koje provedemo zajedno
02:16
is something we cherish and anticipate the entire year.
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nešto je što cijenimo i iščekujemo cijele godine.
02:21
Recently, on one trip, we were walking,
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Nedavno smo na jednom izletu hodali,
02:24
and she stops dead in her tracks,
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a ona je stala kao ukopana
02:26
and she points to a red awning of the doll store
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i pokazala na crvenu ceradu trgovine s lutkama
02:30
that she loved when she was little
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koju je voljela kao dijete
02:32
on our earlier trips.
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na našim ranijim izletima.
02:35
And she describes to me the feeling she felt
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Opisala mi je kako se osjećala
02:37
as a five-year-old standing in that exact spot.
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kao petogodišnjakinja stojeći na istom mjestu.
02:41
She said she remembers her heart bursting out of her chest
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Rekla je da se sjeća kako joj je srce lupalo
02:44
when she saw that place for the very first time
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kad je prvi put ugledala tu trgovinu
02:46
nine years earlier.
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devet godina ranije.
02:49
And now what she's looking at in New York
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A sad u New Yorku razgledava
02:51
are colleges,
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sveučilišta,
02:53
because she's determined to go to school in New York.
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zato što se želi školovati u New Yorku.
02:56
And it hit me: One of the most important things
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I tad mi je sinulo: Jedna od najvažnijih stvari
02:59
we all make are memories.
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koje svi stvaramo jesu uspomene.
03:03
So I want to share the idea of taking an active role
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Želim podijeliti ideju preuzimanja aktivne uloge
03:07
in consciously creating memories.
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svjesnim stvaranjem uspomena.
03:10
I don't know about you, but aside from these 15 shots,
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Ne znam za vas, ali osim na ovih 15 slika,
03:13
I'm not in many of the family photos.
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ja nisam na mnogo obiteljskih fotografija.
03:15
I'm always the one taking the picture.
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Ja sam uvijek taj koji slika.
03:17
So I want to encourage everyone today
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Danas želim potaknuti sve
03:20
to get in the shot,
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da uđu u kadar.
03:22
and don't hesitate to go up to someone and ask,
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Nemojte oklijevati prići nekome i pitati:
03:25
"Will you take our picture?"
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"Hoćete li nas slikati?"
03:27
Thank you. (Applause)
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Hvala. (Pljesak)
ABOUT THE SPEAKER
Steven Addis - Brand strategistSteven 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.
Steven Addis | Speaker | TED.com