1/13/2024 0 Comments Matt silverlockFor black & white, my favorites are Ilford HP5 and Tri-X. I’m a big fan of the Fuji Reala or Fuji Pro 400H presets for my color work. I then apply my preferred Exposure film emulation. I usually apply a medium contrast curve I’ll bring the highlights down a bit, pop the light tones, and pull back the dark tones & shadows. I start off with a first pass in Lightroom to fix the important stuff like exposure, white balance, sharpening, and curves. I’ve been using Exposure for a while now, and I’m always happy with the results. Lightroom still does the bulk of my library management, so it was easy to add Exposure. It had a wide variety of film emulations, it fit in nicely with my existing workflow, and it produced great-looking grain. I was impressed when I first used Exposure. ![]() It looks more like noise under the right wrong conditions. ![]() Lightroom’s grain feature (and any presets that use it) is decidedly basic. I tried a handful of presets and plug-ins, but few worked nicely with Lightroom, and fewer still gave me natural-looking grain. I hunted around for a while after a tool that could help me replicate the smooth colours and grain of 35mm film. The rest of this article is from him. Read on to hear how he edits most of his work. ![]() “If you cannot organise your marketing plan in such a way that it be communicated in 20 slides and 60 minutes, you are almost certainly too disorganised to execute it down the track.Meet Matt Silverlock. He’s an editorial photographer, engineer, and a sometimes-cyclist. Mark’s other observation I liked is this: This approach sounds obvious, but it is often overlooked. “But this overall three-part structure of diagnosis feeding strategy, which drives tactical choices, is inarguable if you know what you are doing. But Google rewards you with 100 dumb-ass versions of different stupid plans. Every young and desperate marketer searches online and in vain for a magical standard template that you fill in the night before the big presentation day. “There is no single ideal marketing planning format. Diagnosis should lead to a strategic section and finally to tactics and the budget associated with them… “A good marketing plan will follow these three phases in its structure. Then, all things being cyclical, it is back to a new diagnosis the following year to see if the strategy worked and start the process again… Third, we plan the tactics that will deliver the strategy and success in the market. “First, we diagnose the situation using data. In 2021, Mark wrote one of the best step-by-step primers I’ve seen on how to write a marketing plan (MarketingWeek link here: ). The whole 14-step article is worth keeping as a reference, but I like the overall back-to-basics reminder of following three simple sequential phases: The biggest mistake in marketing planning is what Mark Ritson calls the “tactification of marketing” - jumping to the tactics before framing a strategy. Frequently these tactics are the same chased by other brands. I’ve tried to capture a few common marketing plan slide clichés in this cartoon, but marketing plans can easily swell to hundreds of slides and appendices. They often take the form of what Garr Reynolds once dubbed the “slide-ument” - an awkward union of presentations slides and a document. Marketing plans too often sound alike, even for completely different brands in completely different industries with completely different objectives. ![]() “Marketing Planning” - new cartoon and post
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