“Photographs are 10% of what is in front of the lens and 90% of what’s on the back of the camera.”

I’ve got inspired by this video that I found on YouTube, which I think is worth a look for all aspiring photographers and creatives out there. Feel free to share it with friends!

A photograph is shaped more by the person behind the camera than by what’s in front of it.
To prove this we invited six photographers to a portrait session with a twist. ‘Decoy’ is one of six experiments from The Lab, designed to shift creative thinking behind the lens.