I remember nearly 20 years ago, photographers worked with manufacturers on marketing campaigns about being in love with their cameras. And more importantly, they also spoke to the idea of there being a romance with them. Well, the truth is that they often end up just being long term flings until something newer and better comes around. If you’ve paid attention to the way that people talk about relationships, then this will all sound too familiar. The truth is that if you’re a reader of this website, you’re probably infatuated with cameras. And that’s quite fine — but like any good relationship, you have to remember to take care of yourself too. That means that you’re using the tool to make images that cannot be duplicated or replicated by a generative AI at all.
Here’s something that I want to say to every camera fan who immediately gets on the waiting list and pre-order for pretty much anything around:
If your camera and you are in a romance then why doesn’t it do something back for you? Why doesn’t it give gifts meant just for you? Why isn’t it out there making great photos on your behalf without you?
Cameras make images because of you, but they can also be automated to do many things even without you. What they can’t do is find ways to make something genuinely creative and unique. Instead, that’s up to you.
Every camera manufacturer has superfans almost akin to how Peak Design has a cult similar to religious followings that demand 20% of someone’s income to be a part of it. And in most cases these days, you don’t need a new camera. There are lots of cameras on the used and refurbished market that do an incredible job. Some of them have tech that allow unique things to be done. But in most cases, all the manufacturers more or less make variations of the same camera.
The problem, however, is the same as what we’ve seen with trying to teach photographers to be more creative — there isn’t enough creativity out there that feels as sexy as a camera. I mean, look at Adobe’s marketing — they don’t even need to try because they just are the standard at this point.
That’s something I always wonder: why can’t technique be a form of consumerist bro culture that isn’t rewarded with algorithmic likes and comments?