Gentlemen, start your photocopiers. There's a photo essay in the Guardian today featuring snaps by a photographer named Michael Hughes. I wonder which creative team will be the first to rip this one off? There hasn't been such an obvious starting gun since Stefan Sagmeister's talk at St. Luke's in 2oo1. He showed about a hundred creatives "The Way Things Go" and you could just see every team in the room furiously scribbling down their version of the film. Granted, that one took about a year to be ad-ized and played on air, but it was a huge production. And it was at least a novel spin on the idea.
But mark my words, some team in Singapore (or Soho) will be slapping a lastminute.com logo in the corner of these or similar photos and adding an endline about "Tiny Prices" or some such bullshit. And no doubt the editor of Archive will love it. Well, if that's what flicks your switch, have at it. Just don't confuse that feeling you get with any sense of achievement. And please, at least have the decency to hire Mr. Hughes to shoot (or more likely, license) the photos for you.
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