DEVELOPMENT

One of C4’s defining traits is that it involves an element of forced risk. To successfully execute C4, a voice of judgement is identified by the creative and then summarily violated. In the case of “there wasn’t enough time” the creator chose to risk by destroying the traditional, photography process. Reversing 8 years of practice checked all the boxes of a forced risk -- it was a step in the opposite direction from taking a perfect photo.

To solidify this risk, the photographer decided to go with a nontraditional, often inaccurate tool: a throwaway disposable camera which would remove the iterative, instant feedback of a traditional process. Adding to this risk was the fact that the instant camera was black and white, which meant that photos would rely solely on the interplay of light and shadow to create meaning.