TED2012
Steven Addis: A father-daughter bond, one photo at a time
Steven Addis: Isa ja tütre vaheline side ühe foto kaupa
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Kaua aega tagasi seisis Steve Addis New Yorgi tänavanurgal, hoides süles oma 1-aastast tütart, tema naine tegi neist pilti. See foto pani alguse isa-tütre traditsioonile, mida järgides teevad Addis ja tema tütar igal aastal samal tänavanurgal samasuguse pildi. Addis näitab kuulajatele 15 fotot sellest seeriast ning selgitab, mis nende väikese rituaali niivõrd oluliseks teeb.
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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Fotograafia on olnud minu kirg ajast,
00:17
ever since I was old enough to pick up a camera,
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mil olin piisavalt vana, et kaamerat käes hoida,
00:20
but today I want to share with you
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kuid täna soovin teiega jagada
00:23
the 15 most treasured photos of mine,
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15 oma kõige väärtuslikumat fotot.
00:26
and I didn't take any of them.
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Ja mina pole neist ühegi autor.
00:27
There were no art directors, no stylists,
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Mängus polnud kunstilisi juhte ega stiliste,
00:30
no chance for reshoots, not even any regard for lighting.
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neid ei olnud vaja uuesti pildistada ning isegi valgustus ei olnud oluline.
00:35
In fact, most of them were taken by random tourists.
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Tegelikult on enamuse autoriteks turistidest möödakäijad.
00:39
My story begins
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Mu lugu algab
00:41
when I was in New York City for a speaking engagement,
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tööreisiga New Yorki,
00:43
and my wife took this picture of me holding my daughter
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kus mu naine tegi minust pildi, millel hoian süles oma tütart
00:46
on her first birthday. We're on the corner of 57th and 5th.
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tema esimesel sünnipäeval. Olime 57. ja 5. tänava nurgal.
00:50
We happened to be back in New York exactly a year later,
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Täpselt aasta hiljem sattusime taas New Yorki
00:54
so we decided to take the same picture.
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ja otsustasime teha samasuguse pildi.
00:57
Well you can see where this is going.
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Ilmselt aimate, kuhu lugu tüürib.
00:59
Approaching my daughter's third birthday,
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Tütre kolmanda sünnipäeva lähenedes
01:01
my wife said, "Hey, why don't you take Sabina back to New York
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ütles naine: "Minge Sabinaga jälle New Yorki
01:04
and make it a father-daughter trip, and continue the ritual?"
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isa-tütre reisile ning jätkake traditsiooni."
01:08
This is when we started asking passing tourists to take the picture.
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Sellest alates palusime mööduvatel turistidel meid pildistada.
01:11
You know, it's remarkable how universal
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On lausa imestusväärne, kui levinud
01:14
the gesture is of handing your camera to a total stranger.
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on žest ulatada oma kaamera võhivõõrale.
01:17
No one's ever refused, and luckily no one's ever run off with our camera.
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Ealeski pole keegi keeldunud ning õnneks pole keegi ka kunagi kaameraga ära jooksnud.
01:22
Back then, we had no idea how much this trip would change our lives.
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Sel ajal polnud meil aimugi, kui palju see reis meie elu muudab.
01:26
It's really become sacred to us.
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See on tõesti meile pühaks saanud.
01:28
This one was taken just weeks after 9/11,
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See siin on tehtud nädal pärast 11. septembri terrorirünnakut,
01:30
and I found myself trying to explain what had happened that day
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tol päeval avastasin end püüdmas juhtunut selgitada
01:35
in ways a five-year-old could understand.
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sel moel, et 5-aastane seda mõista suudaks.
01:37
So these photos are far more than proxies
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Need pildid palju enamat kui ühe hetke
01:40
for a single moment, or even a specific trip.
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või isegi kindla reisi vahendajad.
01:43
They're also ways for us to freeze time
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Need võimaldavad meil ühel nädalal oktoobris
01:46
for one week in October
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aja seisma panna,
01:50
and reflect on our times
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möödunud aegu meenutada
01:53
and how we change from year to year,
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ning näha, kuidas me muutume aastate vältel
01:55
and not just physically, but in every way.
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nii füüsiliselt, kui igas muus mõttes.
01:58
Because while we take the same photo,
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Sest ajaperioodil, mil neid samu pilte teeme,
02:00
our perspectives change,
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meie vaated muutuvad,
02:02
and she reaches new milestones,
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tema jõuab uute verstapostideni
02:06
and I get to see life through her eyes,
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ning mul õnnestub näha elu läbi tema silmade,
02:08
and how she interacts with and sees everything.
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läbi selle, kuidas ta suhtleb ning ümbritsevat tajub.
02:13
This very focused time we get to spend together
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See teineteisele pühendatud aeg, mida koos veedame,
02:16
is something we cherish and anticipate the entire year.
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on miski, mida me terve aasta väärtustame ning ootame.
02:21
Recently, on one trip, we were walking,
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Hiljuti ühel reisil, kui me parasjagu kõndisime,
02:24
and she stops dead in her tracks,
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peatus ta äkitselt
02:26
and she points to a red awning of the doll store
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ning osutas ühe nukupoe punasele päevavarjule,
02:30
that she loved when she was little
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mis oli talle väiksena alati meeldinud
02:32
on our earlier trips.
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meie eelmistel reisidel.
02:35
And she describes to me the feeling she felt
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Ja ta kirjeldas mulle oma tundeid, mida ta
02:37
as a five-year-old standing in that exact spot.
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5-aastasena tundis täpselt sama koha peal seistes.
02:41
She said she remembers her heart bursting out of her chest
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Ta ütles, et ta mäletab teda vallanud rõõmutunnet,
02:44
when she saw that place for the very first time
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kui ta seda kohta 9 aastat tagasi
02:46
nine years earlier.
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esimest korda nägi.
02:49
And now what she's looking at in New York
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Ja nüüd käib ta New Yorgis
02:51
are colleges,
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otsimas ülikoole,
02:53
because she's determined to go to school in New York.
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sest ta on pähe võtnud sinna õppima minna.
02:56
And it hit me: One of the most important things
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Ja äkki ma taipasin, et ühel kõige olulisemal kohal meie elus
02:59
we all make are memories.
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on mälestused.
03:03
So I want to share the idea of taking an active role
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Seega soovin ma kutsuda inimesi üles ohje enda kätte haarama
03:07
in consciously creating memories.
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ning teadlikult mälestusi looma.
03:10
I don't know about you, but aside from these 15 shots,
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Ma ei tea, kuidas on teiega, kuid peale nende 15 foto
03:13
I'm not in many of the family photos.
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ei ole mind just paljudel perepiltidel,
03:15
I'm always the one taking the picture.
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mina olen alati pildistaja.
03:17
So I want to encourage everyone today
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Ma tahaksin täna kõiki julgustada
03:20
to get in the shot,
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pildile jääma
03:22
and don't hesitate to go up to someone and ask,
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ning mitte kõhklema küsida:
03:25
"Will you take our picture?"
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"Kas te teeksite meist pilti?"
03:27
Thank you. (Applause)
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Ma tänan teid. (Aplaus)
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