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9. Photographer Construction Kit
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This smart idea sees the professional photographer as a modular, ready-to-assemble product with modern consumer packaging's humour. The concept plays with the idea of sophisticated photography equipment being reduced into an IKEA-style kit, therefore trivialising the large amount of tools photographers usually acquire. Including "five interchangeable lenses" highlights the often bewildering range of photography tools available and gives the product parody legitimacy. Like toy model kits are shown, the scene most likely shows a dismantled photographer with all their basic components neatly placed and labelled through imaginative digital editing. This amusing remark on the intricacy of modern photography and the never-ending quest of the ideal gear setup comes from this funny perspective on photography tools and professional photographers themselves.
