Platon: legendary lensman with an eye for the authentic image
Saturday's Craft of Authenticity seminar, sees TBWA’s global chief creative officer Chris Garbutt in conversation with renowned photographer Platon.
Garbutt described working with Platon in the lead-up to the event, which begins at 11.45 in the Debussy, as “the most inspiring process”.
“He rightly considers himself to be a cultural provocateur with a camera, and he’s a genuine visionary who I am convinced will inspire the audience to use their talent to effect real change. He’ll also be showing some of his work and explaining how he gets the shots that show the real person. For example, with Putin he knew that the Russian president likes The Beatles, and mentioning that allowed him access to a much more personal side of the man.”
The erosion of trust in authority is at the heart of Garbutt’s seminar: “People are looking elsewhere for ways to navigate our uncertain and rapidly changing world, and I believe we can use authenticity and ethics and convert them into a valuable currency for our clients,” he observed. “For example in the work we do for adidas Running we have teamed up with real people and the clubs that exist in every city. They are genuine influencers whose passion for the sport and the products is genuine. It is, at root, a form of brand journalism.”