I shoot people in a way that makes the audience feel equal to them. And it's hard to express and it's hard to execute but I think it works on every level - the choice of the material the choice of the actor my relationship with the actor and so on.
Design in its broadest sense is the enabler of the digital era - it's a process that creates order out of chaos that renders technology usable to business. Design means being good not just looking good.
