^^I was just thinking the same thing the other day - how little care image makers and photographers put into their work these days. No one seems to bother anymore with the actual craft and skill of making a compelling image - it's too easy for everyone to be a photographer these days. And with the speed in which everyone consumes content, it leaves little time for photographers and their teams to really build something. But what ends up happening is all the pictures end up extremely forgettable. If i don't get the sense that anyone cared enough to try, why should I try enough to care? This campaign (and many other's of Luchford's previous ones for Gucci) really does feel so passionate.