In this digital age, when even the most average photographer can take a good enough picture and enhance it with some software, it seems that almost anyone can pass themselves off as a photographer. However, only a few very skilled creative photographers are actually worth investing in. A picture is only worth a thousand words when it captures a thousand words, i.e. a story. This case study from Wales Millennium Centre explores what this means; rather than simply shooting what is visible – it requires thought, a creative mind and keen eye to imbue the image with meaning.
The image was stunning. It made the front page of a national Welsh newspaper, a magazine and two regional papers. In addition to promoting the performances, the image generated editorial copy about how it was achieved. It was also taken up as a captioned photo story by three national UK quality broadsheets, one mid-market paper and numerous
websites. In all, investment in the image had been a few hundred pounds, creative thought, a few hours organising the shoot, one set of ruined used ballet pumps and a very early morning call! At the time we calculated that the PR value that the image generated was close to £10,000.