external Conceptual Photog Phillip Toledano on Getting (and Staying) Creative —American Photo Mag

With “new,” there’s no precedent. People generally tend to be afraid of new; they’d rather go with something that they’ve seen before, that they know is not going to offend or upset or that has been proven to work.

In looking for certainty, art directors or photo editors sometimes want the photograph to tell the whole story. I don’t want the photograph to tell the whole story—that’s boring.

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