spec work
" The First Page Makes It Clear:
This Is Not Another Coffee-Table Book.
This Is Not Another Coffee-Table Book.
" The Real Stories You Don't See By These Stunning Images.
Background
1 in 3 Australians
who drown at the beach are taken by a
rip current.
3 in 4 can't spot one.
(Surf Life Saving Australia, National Coastal Safety Report)
Context
Beach photography books show our coast at its most beautiful.
But the calmest water in the shot is often a rip.
But the calmest water in the shot is often a rip.
Insight
Our instinct for safety leads us straight into the rip.
Idea
A beach photography book where every photo hides a
rip.
Every caption tells a real story.
Every caption tells a real story.
Rip currents cause 37%
of all beach drowning
deaths in Australia.
Each page turn shifts the motion sideways,
the swimming technique to escape a rip current.
the swimming technique to escape a rip current.
Design System
AD | Raf Potenza
Challenges
A personal project, still in progress.
The brief was simple to say, brutal to execute. Make danger invisible in a beautiful photograph. Every image had to do two jobs in one glance: seduce, then unsettle.
The captions were where the real work happened. Too poetic, and you lose the truth. Too clinical, and the person behind the fact disappears. Finding that exact register, factual enough to believe, human enough to still feel like someone real, took longer than any photograph in the book.
The brief was simple to say, brutal to execute. Make danger invisible in a beautiful photograph. Every image had to do two jobs in one glance: seduce, then unsettle.
The captions were where the real work happened. Too poetic, and you lose the truth. Too clinical, and the person behind the fact disappears. Finding that exact register, factual enough to believe, human enough to still feel like someone real, took longer than any photograph in the book.
obrigado!
