TED2012
Steven Addis: A father-daughter bond, one photo at a time
Steven Addis: 'n Pa-dogter band, een foto op 'n slag
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Lank gelede het Steven Addis op 'n straathoek in New York gestaan met sy 1-jarige dogter in sy arms; sy vrou het 'n foto van hulle geneem. Die afbeelding het 'n vader-dogter ritueel inspireer, waartydens Addis en sy dogter vir dieselfde foto poseer, op dieselfde straathoek, elke jaar. Addis deel 15 kosbare foto's uit die reeks en verken hoekom hierdie klein, herhaalde ritueel van soveel betekenis is.
Steven Addis - Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change. Full bio
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change. Full bio
Double-click the English transcript below to play the video.
00:16
Photography has been my passion
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Fotografie is my passie
00:17
ever since I was old enough to pick up a camera,
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vandat ek 'n kamera kon optel,
00:20
but today I want to share with you
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maar vandag wil ek
00:23
the 15 most treasured photos of mine,
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my 15 kosbaarste foto's met julle deel,
00:26
and I didn't take any of them.
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waarvan ek niks geneem het nie.
00:27
There were no art directors, no stylists,
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Daar was geen kunsregisseurs,
geen stiliste,
geen stiliste,
00:30
no chance for reshoots, not even any regard for lighting.
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geen kanse vir oorskiet nie,
geen ag is geslaan op beligting nie.
geen ag is geslaan op beligting nie.
00:35
In fact, most of them were taken by random tourists.
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Om die waarheid te sê,
die meeste is deur toeriste geneem.
die meeste is deur toeriste geneem.
00:39
My story begins
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My storie begin
00:41
when I was in New York City for a speaking engagement,
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toe ek in New York was
om 'n toespraak te gee,
om 'n toespraak te gee,
00:43
and my wife took this picture of me holding my daughter
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en my vrou dié foto van my met ons dogter
op haar eerste verjaarsdag geneem het.
op haar eerste verjaarsdag geneem het.
00:46
on her first birthday. We're on the corner of 57th and 5th.
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Ons is op die hoek van 57ste en 5de.
00:50
We happened to be back in New York exactly a year later,
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Ons was toevallig terug in New York
presies 'n jaar later,
presies 'n jaar later,
00:54
so we decided to take the same picture.
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so ons besluit toe
om dieselfde foto te neem.
om dieselfde foto te neem.
00:57
Well you can see where this is going.
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Julle kan sien waarop hierdie afstuur.
00:59
Approaching my daughter's third birthday,
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Naby my dogter se derde verjaarsdag,
sê my vrou:
sê my vrou:
01:01
my wife said, "Hey, why don't you take Sabina back to New York
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"Hoekom vat jy nie vir Sabina
terug New York toe nie,
terug New York toe nie,
01:04
and make it a father-daughter trip, and continue the ritual?"
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dan maak julle dit 'n pa-dogter uitstappie
en sit die ritueel voort."
en sit die ritueel voort."
01:08
This is when we started asking passing tourists to take the picture.
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Dis toe dat ons toeriste
begin vra het om die foto te neem.
begin vra het om die foto te neem.
01:11
You know, it's remarkable how universal
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Dis opvallend hoe universeel
die gebaar is
die gebaar is
01:14
the gesture is of handing your camera to a total stranger.
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om jou kamera vir 'n vreemdeling te gee.
01:17
No one's ever refused, and luckily no one's ever run off with our camera.
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Niemand het ooit geweier of, gelukkig,
met ons kamera die hasepad gekies nie.
met ons kamera die hasepad gekies nie.
01:22
Back then, we had no idea how much this trip would change our lives.
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Toé het ons geen idee gehad
hoeveel die reis ons lewens sou verander nie.
hoeveel die reis ons lewens sou verander nie.
01:26
It's really become sacred to us.
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Dit het werklik heilig geraak vir ons.
01:28
This one was taken just weeks after 9/11,
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Hierdie een is net weke na 9/11 geneem,
01:30
and I found myself trying to explain what had happened that day
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en ek moes probeer verduidelik
wat op daardie dag gebeur het
wat op daardie dag gebeur het
01:35
in ways a five-year-old could understand.
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op maniere wat 'n 5-jarige kon verstaan.
01:37
So these photos are far more than proxies
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Hierdie foto's is dus
meer as plaasvervangers
meer as plaasvervangers
01:40
for a single moment, or even a specific trip.
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vir 'n enkele oomblik of spesifieke besoek.
01:43
They're also ways for us to freeze time
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Met hulle kan ons ook tyd vries
01:46
for one week in October
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vir een week in Oktober
01:50
and reflect on our times
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en terugkyk op ons tye
01:53
and how we change from year to year,
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en hoe ons verander van jaar tot jaar,
01:55
and not just physically, but in every way.
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nie net fisies nie, maar in elke opsig.
01:58
Because while we take the same photo,
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Want, alhoewel ons dieselfde foto neem,
02:00
our perspectives change,
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verander ons perspektiewe,
02:02
and she reaches new milestones,
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en sy bereik nuwe mylpale,
02:06
and I get to see life through her eyes,
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en ek sien die lewe deur haar oë,
02:08
and how she interacts with and sees everything.
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en hoe sy op alles reageer en daarna kyk.
02:13
This very focused time we get to spend together
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Dié gefokusde tyd wat ons saam spandeer
02:16
is something we cherish and anticipate the entire year.
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is iets wat ons koester
en die hele jaar voor wag.
en die hele jaar voor wag.
02:21
Recently, on one trip, we were walking,
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Onlangs, op een besoek, stap ons,
02:24
and she stops dead in her tracks,
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en sy steek in haar vier spore vas
02:26
and she points to a red awning of the doll store
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en wys na die rooi sonskerm
van die popwinkel
van die popwinkel
02:30
that she loved when she was little
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waaroor sy mal was as kind
02:32
on our earlier trips.
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op ons vroeër besoeke.
02:35
And she describes to me the feeling she felt
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En sy beskryf aan my haar gevoel
02:37
as a five-year-old standing in that exact spot.
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as 5-jarige op presies dieselfde plek.
02:41
She said she remembers her heart bursting out of her chest
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Sy kon onthou hoe haar hart
uit haar bors wou bars
uit haar bors wou bars
02:44
when she saw that place for the very first time
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toe sy die plek die eerste keer gesien het
02:46
nine years earlier.
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nege jaar tevore.
02:49
And now what she's looking at in New York
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En wat sy nou na kyk in New York
02:51
are colleges,
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is universiteite,
02:53
because she's determined to go to school in New York.
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want sy's vasbeslote
om daar te gaan studeer.
om daar te gaan studeer.
02:56
And it hit me: One of the most important things
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En dit het my getref:
Een van die belangrikste dinge
wat ons maak, is herinneringe.
wat ons maak, is herinneringe.
02:59
we all make are memories.
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03:03
So I want to share the idea of taking an active role
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Ek wil dus die idee deel
om aktief en opsetlik
herinneringe te skep.
herinneringe te skep.
03:07
in consciously creating memories.
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03:10
I don't know about you, but aside from these 15 shots,
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Ek weet nie van julle nie,
maar buiten hierdie 15,
is ek in min familie foto's.
is ek in min familie foto's.
03:13
I'm not in many of the family photos.
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03:15
I'm always the one taking the picture.
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Ek's altyd die een wat hulle neem.
03:17
So I want to encourage everyone today
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Ek wil dus almal vandag aanmoedig:
03:20
to get in the shot,
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kom in die foto in
03:22
and don't hesitate to go up to someone and ask,
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en moenie huiwer om iemand te vra nie:
03:25
"Will you take our picture?"
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"Sal jy dalk ons foto neem?"
03:27
Thank you. (Applause)
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Dankie. (Applous)
ABOUT THE SPEAKER
Steven Addis - Brand strategistSteven Addis is a father and photography buff who, by day, harnesses the power of branding for social change.
Why you should listen
In the late ‘80s, Steven Addis imagined a creative agency that merged strategy and design, breaking down the walls between strategists, copywriters and designers. That vision evolved into Addis Creson, a brand strategy firm set on creating positive change by working with clients to market meaningful products and to improve their social benefit. The firm is behind the rapid rise of Kashi, the naming of Shutterfly and the launching of the sustainably raised salmon brand, Verlasso.
A photographer, film buff and writer, Addis began documenting the evolution of branding as the online world took shape. An avid traveler and supporter of the arts, he also advises businesses and non-profits through board work for the UC Berkeley Art Museum & Pacific Film Archive and MapLight.
Steven Addis | Speaker | TED.com