P.81 Lorenzo De Rita and Milo Lethorn

Task One

Alphabet Of Assignments 

Step One, Synopsis:

Step Two, A visual portrait:

Constricted by modern marketing etiquette, Lorenzo De Rita quit an illustrious advertising career so as to pursue his own practice as a creative enabler with The Soon Institute. A frame from one of his many public talks, De Rita is seen as an empowered figure who’s creative potential is revealed following an explosive leave from advertising.

Step Three, In the style of:

Not himself a traditional visual artist, response to Lorenzo De Rita comes in consideration of his own lifestyle and creative ethos. When one picks up and holds a hammer, he remarks, one immediately looks for the nail to hit. Similarly, when approaching my own practice, keeping essential tools to hand spurs a compulsion to use them.

Step Four, The task:

Step Five, Critical rationale:

Mirroring his own thoughts on creative ethos, evidenced in his 2013 talk Better to Lose a Poet or Win as an Engineer, this collective set of exposures aims to provide a practical understanding of the notion that a creative individual must allow and be allowed sufficient time to consider and approach a task if desiring to be productive in their field. Time, De Rita notes, changes perception of place and activity, and this is visually explored here as an exercise in doubling exposure times and recording results to achieve the desired product. First starting the “series” with a split-second, one is given representation of a first glance, an immediate decision, in essence a potentially unresolved opinion is a black-screen. As the image progresses, more time is allowed both to literal exposure times as well as this hypothetical thought process, seen in the gradual lightening of scene. In the climax, the final image is separated from the set as a fully-realised frame. Photography as a practice is often performed in fractions of seconds, but as one adds time, one creates art. The result of this exercise became a self-given gift; perception runs parallel to time and an initial blank canvas has the potential to develop in any direction, one just has to give it time.

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