TED2012
Steven Addis: A father-daughter bond, one photo at a time
Stiven Adis (Steven Addis): Veza između ćerke i oca, sliku po sliku
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Nekada davno u Njujorku Stiv Adis je stajao na uglu i držao svoju ćerku staru godinu dana, njegova supruga ih je slikala. Ta slika je inspirisala godišnji ritual oca i ćerke u kome su njih dvoje pozirali za istu fotografiju na istom uglu svake godine. Adis je podelio svojih 15 najdragocenijih fotografija iz koleckije i objasnio zašto ovaj mali ponovljeni ritual toliko mnogo znači.
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 postala moja strast
00:17
ever since I was old enough to pick up a camera,
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od kada sam bio dovoljno veliki
da podignem foto apartat,
da podignem foto apartat,
00:20
but today I want to share with you
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ali danas želim da podelim sa vama
00:23
the 15 most treasured photos of mine,
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15 svojih najdragocenijih fotorgafija
00:26
and I didn't take any of them.
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mada, ni jednu ja nisam slikao.
00:27
There were no art directors, no stylists,
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Nije bilo režisera, stilista,
00:30
no chance for reshoots, not even any regard for lighting.
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nismo mogli da ponovimo snimak,
niti se neko pozabavio osvetljenjem.
niti se neko pozabavio osvetljenjem.
00:35
In fact, most of them were taken by random tourists.
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U stvari, većinu njih su slikali 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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kada sam bio u Njujorku
gde je trebalo da odžim govor,
gde je trebalo da odžim govor,
00:43
and my wife took this picture of me holding my daughter
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žena me je slikala kako držim ćerku
00:46
on her first birthday. We're on the corner of 57th and 5th.
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na njen prvi rođendan.
Bili smo na uglu 57. ulice i 5. avenije.
Bili smo na uglu 57. ulice i 5. avenije.
00:50
We happened to be back in New York exactly a year later,
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Tačno godinu dana kasnije
ponovo smo se našli u Njujorku
ponovo smo se našli u Njujorku
00:54
so we decided to take the same picture.
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pa smo odlučili da napravimo istu sliku.
00:57
Well you can see where this is going.
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Možete da pretpostavite čemu ovo vodi.
00:59
Approaching my daughter's third birthday,
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Kako se bližio treći rođendan moje ćerke,
01:01
my wife said, "Hey, why don't you take Sabina back to New York
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žena mi je rekla:
‚‚Zašto ne odvedeš Sabinu u Njujork
‚‚Zašto ne odvedeš Sabinu u Njujork
01:04
and make it a father-daughter trip, and continue the ritual?"
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da od putovanja ćerke i oca
napravimo tradiciju, da nastavimo ritual?"
napravimo tradiciju, da nastavimo ritual?"
01:08
This is when we started asking passing tourists to take the picture.
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Od tada smo počeli
da tražimo od turista da nas slikaju.
da tražimo od turista da nas slikaju.
01:11
You know, it's remarkable how universal
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Neverovatno je koliko je univerzalan gest
01:14
the gesture is of handing your camera to a total stranger.
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kada svoj fotoaparat pružite nekom strancu.
01:17
No one's ever refused, and luckily no one's ever run off with our camera.
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Niko nas nije odbio i srećom
niko nije pobegao s našim fotoaparatom.
niko nije pobegao s našim fotoaparatom.
01:22
Back then, we had no idea how much this trip would change our lives.
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Tada, nismo imali pojma
koliko će nam ovo putovanje promeniti živote.
koliko će nam ovo putovanje promeniti živote.
01:26
It's really become sacred to us.
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Gotovo da nam je postalo sveto.
01:28
This one was taken just weeks after 9/11,
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Ovo je slikano nekoliko nedelja
posle 11. septembra
posle 11. septembra
01:30
and I found myself trying to explain what had happened that day
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a ja sam pokušao da objasnim
šta se tog dana dogodilo
šta se tog dana dogodilo
01:35
in ways a five-year-old could understand.
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tako da me razume petogodišnjak.
01:37
So these photos are far more than proxies
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Ove fotografije su mongo više
od prostih prikaza
od prostih prikaza
01:40
for a single moment, or even a specific trip.
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jednog trenukta,
čak i određenog putovanja.
čak i određenog putovanja.
01:43
They're also ways for us to freeze time
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Uz pomoć njih zaustavljamo vreme
01:46
for one week in October
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na nedelju dana u oktobru,
01:50
and reflect on our times
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prisećamo se prošlosti
01:53
and how we change from year to year,
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i vidimo kako se menjamo iz godine u godinu,
01:55
and not just physically, but in every way.
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ne samo fizički, već u svakom smislu reči.
01:58
Because while we take the same photo,
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Jer iako se slikamo na isti način,
02:00
our perspectives change,
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naši pogledi na svet su drugačiji,
02:02
and she reaches new milestones,
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ona ulazi u novu etapu,
02:06
and I get to see life through her eyes,
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a ja vidim svet njenim očima
02:08
and how she interacts with and sees everything.
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onako kako ga ona vidi
i kako se odnosi prema svemu.
i kako se odnosi prema svemu.
02:13
This very focused time we get to spend together
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Ovo ciljano vreme koje provodimo zajedno
02:16
is something we cherish and anticipate the entire year.
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je nešto što negujemo
i čemu se nadamo cele godine.
i čemu se nadamo cele godine.
02:21
Recently, on one trip, we were walking,
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Nedavno, na jednom putovanju, šetali smo
02:24
and she stops dead in her tracks,
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i ona se odjednom zaustavila
02:26
and she points to a red awning of the doll store
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i uperila prst u crvenu nadstrešnicu
prodavnice lutaka
prodavnice lutaka
02:30
that she loved when she was little
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koju je obožavala kao dete
02:32
on our earlier trips.
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na našim prethodnim putovanjima.
02:35
And she describes to me the feeling she felt
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Objasnila mi je kako se osećala
02:37
as a five-year-old standing in that exact spot.
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kao petogodišnjakinja
dok je stajala baš na tom mestu.
dok je stajala baš na tom mestu.
02:41
She said she remembers her heart bursting out of her chest
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Rekla mi je da se seća da je srce
htelo da joj iskoči iz grudi
htelo da joj iskoči iz grudi
02:44
when she saw that place for the very first time
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kada je ugledala to mesto
po prvi put u životu
po prvi put u životu
02:46
nine years earlier.
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pre devet godina.
02:49
And now what she's looking at in New York
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Danas ona u Njujorku
02:51
are colleges,
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razgleda koledže,
02:53
because she's determined to go to school in New York.
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jer je odlučila da u Njujorku
nastavi školovanje.
nastavi školovanje.
02:56
And it hit me: One of the most important things
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A onda sam shvatio:
jedna od najvažnijih stvari
jedna od najvažnijih stvari
02:59
we all make are memories.
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koju svi mi stvaramo su uspomene.
03:03
So I want to share the idea of taking an active role
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Želim da podelim ideju o aktivnoj ulozi
03:07
in consciously creating memories.
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u svesnom stvaranju uspomena.
03:10
I don't know about you, but aside from these 15 shots,
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Ne znam za vas, ali sem ovih 15 slika
03:13
I'm not in many of the family photos.
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nema me na mnogo porodičnih fotografija.
03:15
I'm always the one taking the picture.
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Ja sam uvek onaj koji drži fotoaparat.
03:17
So I want to encourage everyone today
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Danas želim da vas sve ohrabrim
03:20
to get in the shot,
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da se slikate
03:22
and don't hesitate to go up to someone and ask,
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i da ne oklevate da priđete nekom i pitate:
03:25
"Will you take our picture?"
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‚‚Možete li da nas slikate?"
03:27
Thank you. (Applause)
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Hvala. (Aplauz)
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