Over the weekend I headed down to CERN in Geneva to check out the Strobist seminar on February 21st, 2009. I went down on Friday to shoot Geneva graffiti and ended up doing coverage of a Tamil Tiger demonstration at the United Nations, but those stories wait for another day. I’m the sort of person who doesn’t like spending money on photography education, mainly because there’s nothing really complex or technical about taking pictures which seems to justify the cost of advertised offerings like the Luminous Landscape workshops. A camera is a lightbox, you add light with flashes or manipulate natural lighting, what’s there to learn? You take the vision in your head and make it a reality. But I do occasionally drop money here and there, a Joey L Photoshop DVD, a book on Skin, a book by Michael Grecco, and I figured it was time to join a lighting workshop.

The Strobist workshop was all day on Saturday. We started around 9am, and finished at 5pm with a few breaks in between. In the morning we listened to David explain lighting design and methodology, and in the afternoon we watched David setup and execute four different lighting setups.

The morning focused on lighting basics, the thought process for designing lighting in different environments. Lighting concept takes a few minutes to describe in every possible detail, but the morning was filled up on designing lighting for different environments, shooting outside in the shade, lighting an interior room by starting with the ambient light and then adding flash where needed. By the end of the morning I had a good handle on the method, which I hadn’t really used before. I finished the morning with one key process in my head:

When shooting a portrait outdoors, find a shaded location, under expose the ambient environment light, add light to paint the final picture using the strobes. Use the same basics for interior portraits.

That’s it, like I said, photography isn’t exactly complex, so there’s no reason to take away confusing tidbits on lighting ratios. If you write up a business plan and ask for $500,000 from an Investment Angel for your startup, they will want to hear your idea described in 2-3 sentences (Swiss StartUp Camp 2009). That’s it, keep it simple. I see no reason why lighting design should be any different.

Aside from having the basic process of lighting design, the afternoon exposed us to how to “execute.” Using the seminar room, we talked about four different locations to use for portraits. Then David set about the room with umbrellas and his Orbis ringflash, photographing participants. From a certain perspective, David Hobby is like the kid who got all the toys he wanted for Christmas, and spends every day rediscovering their amazingness. This was the impression I had watching him setup the different portraits. It seemed like each light setup was like finding a rocket in the backyard and getting to set it off. This is the corner stone, getting a sense for the energy and problem solving method of the man at work – the message which I took away from the afternoon. This aspect which is more difficult to communicate on a website like Strobist, and a good reason to attend a workshop. The technical aspects are of course – trivial. Flashes are not complex, neither is lighting design, it’s how one executes the shoot which matters.

When photographing, be a kid at play and you’ll have fun and take away cool photos. That’s it, nothing too complex.

Yeahhhh, Baby. That’s what we heard every five minutes, David’s way of pulling an emotional response from his subjects. It made me think of Platon asking Bill Clinton to “Show me the Love.” By channeling Austin Powers, David pulled a smile from everyone in the room, every time he said the same line again, and again and again, it got a positive reaction. Apparently he has other lines, but since “Yeahhhhh Baby” worked every time, there wasn’t any need to bring out the reserves.

Basically much of the technical information I took away from the Strobist seminar is covered on Lighting 101 and 102 on the Strobist website. Of course, pretty much all knowledge is available on the internet, you can teach yourself JAVA programming, electrical engineering, and quantum physics if you’re disciplined. The question I always ask in my head, “was this really worth it?” Yes, in the end I left CERN happy that I’d dropped 150 CHF on a Strobist lighting seminar, plus travel between Zurich and Geneva and a sound-proof hotel room on Friday night, just as I’m still happy I dropped some 200 odd dollars on the Joey L Photoshop DVD.

And that’s the key to having a successful StartUp, give people something which they feel they need, and which they find value in, and you’ll be successful.

If you’re in Switzerland an interested in Strobist stuff, check out Swiss-Strobist. There’s a post about the CERN workshop and info on the 1st Swiss-Strobist meetup for 2009.

Organized on Amazee, the Swiss StartUp Camp 2009 in Basel was an awesome experience to be a part of. I arrived early on time the morning of January 31st in Basel, and as I walked into the Fachhochschule Nordwestschweiz, I knew that I was out of my element, of this much I was sure. What was a photography-focused blogger doing at a camp for StartUps? More to the point, why did I give a presentation at a venue where the focus is totally out of my experience level? Because putting two opposite things together sometimes leads to unique solutions. There were people walking around who have startups, who finance companies with 10X more money that I make in a year. There were individuals, those who have concrete ideas and were looking for financing and maybe changing the world. I’m a mechanical engineer who publishes a blog about photography. So when those of us with things to say stood up and offered the titles of our talks, I was surrounded by people listing talks about getting funding, working with venture capitalists, protecting intellectual property and managing startups, I felt a shudder of fear and apprehension shutter through my spine. But I’d agreed to take the ride, and offered up a talk about creating new ideas and managing them.

The term StartUp is a dangerous thing to throw around in Switzerland or Silicon Valley (I would imagine). It’s like living in L.A. and saying you’re writing a script. Sure it sounds cool and will make people listen, but everybody in L.A. is writing a script, wants to be a director, has a stand-up gig on the side and is dreaming of bigger things than working at StarBucks. Trying to be something you’re not doesn’t work in life for more than 10 minutes. I have no StartUp, but you never know about the future, and in the present tense, I do know how to create and organize ideas, so that’s what I talked about.

The StartUp Camp was organized as a barcamp, which in theory means that everything is done on the fly. But the cool thing about the StartUp camp is that each time slot had one or two prepared talks. It was actually the perfect mix forethought and inspiration, offering room for the unknown and at the same time you knew there would be some good talks no matter who showed up.

The keynote speaker was Suhas Gopinath, at one time the 14 year old CEO from India. He had a cool story about pretending to be a prospective customer to various companies, and then refusing to do business with them because they didn’t have a website. Then he emails again and asks if they need help building a website. Deceptive, but apparently effective. The rest of the continuing story is internet company startup successful history in the present tense. We like to hold up young and successful people, no matter if they’re 14 year old CEO’s or 15 year old pro photographers like Joey Lawrence. Truth is, doesn’t matter how old you are, it matters what you do with the time you have. ?Howard Hughes is still my entrepreneurial hero.

The great value in un-conferences (BarCamps) is that you interact with people from a very broad spectrum of society. In research conferences, you interact with people from a very narrow spectrum of society, and this is one reason why I love attending BarCamp conferences instead of technical ones, I get exposed to new ideas, totally outside my area of understanding. I started the day with no idea what VC means, but by the afternoon I was well-versed in the difference between Venture Capitlists and Angles, what is expected from an investor standpoint, and how to get a business moving from concept to incorporation stage.

Fully reporting on everything I learned at the Swiss StartUp Camp would impossible, as I’m still processing it all and decided long ago not to be a journalist. A few of the most memorable things that will stick in my head for years to come came from a talk given by Stephan Bisse. I’ve no doubt missed a few words, but here are some of the core concepts,

“Contrary to popular belief, successful companies start off struggling.”

“Nothing is as powerful as an idea who’s time has come.”

“Be able to explain your concept in 2-3 sentences.”

Both Stephan and Fredi Schmidli shared experiences about their early startups not working because they tried to enter industries controlled by cartels. And of course, the personal skills are far more important than the technical ones, this tone reverberated around each talk I went to. At some point I remembered reading a recounting by Noah Dietrich from the biography of Howard Hughes (“Howard Hughes The Untold Story”, by Peter Harry Brown and Pat H. Broeske),

He made them think they were the most important scientists in the world working on the most important scientific projects in the world.

One of the many cool sponsors of the camp was Poken, a cool little device thats helps to aggregate all your social networks into one place. At first glance it reminded me of a Tamaguchi and the phrase “impending lawsuit by the makers of Pokemon?” was the first thing that popped into my mind when I saw the little device. Basically the Poken is used to exchange “Pokes” with people in real life, then you plug the device into a USB slot and head to the website, all the social network stuff is then right there for everyone you exchanges Pokes with. Pretty cool, fairly neat.

And what comes next? Only the future knows. I’m planning on recording audio to go with my talk on Idea Generation, for now we have the slides. ?In mean time I recommend reading Sparks of Genius by Robert and Michele Root-Berstein. And then? Well, the other option is bouncing a few tissue engineering ideas around my brain and see what results.

Since I was too nervous and freaked out before my presentation, I neglected to record it on my Zoom H4. However, I did take the time to record a version of it using Keynote and after exporting, posted it as a video to Vimeo. I work best with a crowd in front of me, gets the fear creeping up my spine, which doesn’t happen in my apartment. Still, the main points are all there. Enjoy.

Click here to view the embedded video.

Some time in 2005 I walked into the Oerlikon outlet store of Baechli Bergsport and picked up a pair a yellow and grey Lowa Evo ski touring boots. They were on sale and I thought, “ski touring, always wanted to do that.” In the winter of 2008 I bought a pair of NAXO N02 touring bindings, a pair of Atomic skis, Black Diamond skins, a BCA avalanche beacon, Black Diamond probe…ready to realize my ski touring dream.

Dreams take time though, they need to develop over a certain period, especially something like touring. I hadn’t been on skis in like three years and I wasn’t in the avalanche dodging mood. My idea was to start out small and build up to some real mountain tours. So on a Lazy Swiss Sunday I decided to head to Pizol and tour around the avalanche (theoretically) free area of the Pizol ski area in Eastern Switzerland. Pizol is one of those all-inclusive winter sport places. You can ski, snowboard, winterwandern, paraglide, snowshoe, ski tour, whatever involves snow, they even do igloo adventure trips. I wanted an easy day so I took the gondola up the first station and then toured up the snowshoe trail to the top of the ski resort. I packed along an assortment of accessories including crampons, snow shovel, avalanche beacon and an ice axe. Not that I needed all of this to tour in a ski resort, but I figured I should load up my Osprey Exposure pack and train my legs. Plus, I felt fly in my mountaineering gear. I generally only use these things for ego-inspired photo shoots, so it was a joy to use my mountain stuff for a utilitarian purpose. Naturally I also packed along my Ricoh GR Digital, that fantastic high-quality compact digital camera that just fits in your pack, no matter what mountain you’re heading up.

At Pizol you have the option of heading on from the resort for another 600 vertical meters to the Pizol summit, but as I was alone, I decided to stay out of the backcountry. Avalanches sound like trains, and it’s ill-advised to stand in front of either one. I’ve had the pleasure of having an avalanche come down on me in Colorado, a pleasure as I ‘m still here to talk about it. It’s good to experience some things ONCE, and that once was once enough. At Pizol the weather was fantastic above 1500 meters. Down below in the valley was Das Nebelmeer, German for sea of clouds, that beautiful event where the clouds are pushed below the mountain peaks, and you look out from the sunshine. The light was perfect, beyond perfect, which is impossible, but it was.

Ski touring looks fly, but it’s surprising exhausting. I was vacationing in Detroit for Christmas and my Swiss mountain legs hadn’t been exercised in months. So when I skied down the slopes and tried to turn my legs revolted with deep screams of muscle fatigue. I’m a weak, flabby man, a poor example of a mountaineer, but there’s always next weekend. I made it back to the gondola without crashing and decided to head back for a relaxing Sunday night in Winterthur. “Why push it?” The best ski season in February and the best touring in March (so I hear) and I just want to be in touring shape for the days to come.? That’s the point of Lazy Swiss Sundays, to not kill yourself, but to enjoy life. Their are many firsts in this life. Many things to be remembered, and many things to look forward to. A lazy tour in a resort area doesn’t sound exciting when written down, but it was a start, a flickr of adventure for the soul. It was the start of the beginning.

I had the excellent opportunity to join in the third BarCamp in Zurich. BlogCamp Switzerland 3.0 was held on August 29th, 2008 at the Technopark in Zurich. ?This was my second attendance at BlogCamp Switzerland, I did a talk at the first one on March 24th, 2007 where I gave a talk called ?Photography and Writing for Blogs.

BlogCamp Switzerland 3.0 included a cool mix of people and ideas.  I listened to Cédric Hüsler (http://keepthebyte.ch/blog.html) talk about the impact of polling feed networks and how much traffic is wasted on checking if blogs have been updated.  In the afternoon I went to hear Patrick Liechti from Sun Microsystems talk about organizing a Startup BarCamp type conference to educate people on how to form and succeed with new startups.  This underscores the advantage of attending a BarCamp, lots of new ideas and exposure to new areas.  I’m looking forward to attending BarCamp Berlin 3, which will be the third for that awesome city.

This time I put together a talk centered on using Flickr as a way to integrate photography into a blogging workflow.  This sounds a bit technical and boring, but I tried to get all blogging philosophical and hit on the idea that photos can be used to instantly communicate feelings in invoke emotional responses in ways which aren’t possible by blogging just using text.

The fusion of text blogs with Flickr postings means you can market your blog content to a large number of people who are interested in visual stimulation.  If your images communicate an essential message, they can be used as ways to bring traffic to your site.  Furthermore, using the community aspects of Flickr enables very good interaction with blog readers.  David Hobby knows this, the author of Strobist has skillfully used Flickr to build a reader base that wouldn’t have been possible if he had only blogged using his Blogger account.  And after learning some things from David, I used Flickr to market my blog posts about photographer Joey Lawrence and his Photoshop DVD Tutorial with the Strobist Flickr group discussion board.  I also hit on how Flickr is currently one of the best solutions to the problem of finding photos on an internet when search engines are still all text based.

Anyways, since I’m exploring the transition from text blogging to integrated photo blogging I thought I’d add some video and audio to the mix.  This first one sort of sucks, but I’m looking to improve.  Below I’ve embedded a version of my talk entitled:

Marketing Blog Content with Flickr

Timing and Community

Click here to view the embedded video.

Interpreting the world around you and understanding the small graphic design and photography aspects of ad campaigns can be very useful for any aspiring photographer. Open your eyes when you walk down the street, and take in advertisements you’re exposed to. By thinking about their message and how well the advertisers present their visual message, you can begin gaining insight into how the visual medium can be used to communicate different messages and concepts. In particular, lookout for the overdone cliche messages and sex-sells overtones which seem to permeate ad campaigns the world over.

After four years in Switzerland, I’m still generally at a loss when it comes to interpreting advertisements and billboard messages. Understanding these things is essential to becoming at least somewhat integrated in any society. How advertisers communicate with the public gives great insight into the mind set of a people.

One of the more peculiar ad campaigns in Switzerland, and particularly around Zurich is the LOVE LIFE STOP AIDS campaign to bring exposure to the idea of having only protected sex, and thereby reduce the spread of the most notorious sexually transmitted disease in modern history, the HIV/AIDS virus.

A primary visual communication tools for LOVE LIFE STOP AIDS is billboards; on street corners, at train stations, wherever people might glance and have their attention diverted to the idea of stopping the spread of HIV/AIDS. As with any advertisement, it’s the way in which the viewer’s attention is diverted which makes the LOVE LIFE STOP AIDS campaign stand out.

Each billboard involves two people having sex – somewhere. Attached is the message: LOVE LIFE STOP AIDS and promotes safe sex in Switzerland. The real attention grabber is the location. For some unrelated reason, the sex acts take place in unique locations: under water, in caves, in the jungle and…on Mars, yes, the planet – not the candy bar.

Now, there are various ways of interpreting this ad, obviously the message has to do with sex, seemingly of a homosexual nature, and the dull witted observer might suppose the idea is to have unprotected sex on Mars to stop AIDS - unprotected in the sense that Mars has no atmosphere, and if you open your space suit to engage in intercourse, the pressure difference will no doubt force your eyeballs out of their sockets; thus leaving the love-struck stud gasping for air like Arnold in Total Recall after he’s ejected onto the arid martian surface.

Poorly translated, the written part of the ad basically says, “Always with, also on the business trip” and no doubt encourages people to take condoms with them wherever they are going. Because, obviously if you’re going to Mars it’s going to be for business, as commercial tourist flights are not currently flying to that planet – and if you happen to have sex on the surface of the planet, using a condom is far more important than ensuring your space suit is properly sealed against the Martian atmosphere.

On some level the LOVE LIFE STOP AIDS message is communicated well using the gay-sex-on-Mars analogy. Now, it’s obvious that sex on Mars won’t stop AIDS, and that opening your space suit on the Martian surface will mean certain death. So in some sense the space suit could be analogous to using condoms during sex, implying that simply that engaging in unprotected sex in a dangerous environment will dramatically increase the possibility of contracting the HIV virus. Most likely the aim is that the shock value of displaying a somewhat graphic depiction of homosexual intercourse on the street will shock people and lock a visual marker in their brain, connecting condoms and AIDS prevention.

A thorough description of the 2008 LOVE LIFE STOP AIDS campaign can be found on the official Swiss Federal Office of Public Health (FOPH) website. It includes TV spots, printed ads, and a pretty cool flash-based webpage (check-your-lovelife.ch), which shows that some serious design thought and photography was put into the LOVE LIFE STOP AIDS message.