We are living in a fast paced, ever changing world of instant gratification, information overload and extreme technological transformation. One of the many roles as a creative is to capture this world, process it, and develop it into something meaningful, something that stands out and is recognised as having value.

We have been desensitised by the amount of imagery thrown at us on a daily basis and I believe we are all in some way or another acutely critical of what we consider to be aesthetically pleasing. Consequently, I believe the power of meaningful and appropriate imagery is extremely important in gaining the right attention in today’s graphically saturated world.