WHY DIDN’T I THINK OF THAT?

Have you ever come across something while surfing the net and instantly asking yourself, “why didn’t I think of that”? Well, you’re not alone. I think the problem with being a creative is the fact that we’re constantly looking at life in antidotal metrics trying to discover new ways to improve or enhance already existing products and problems that sometimes we miss what’s right in front of us. Very seldom is the answer to re-invent the wheel but more so to find contemporary ways to pour new life into an already existing foundation. For instance, a 35mm film canister. A bland, lifeless plastic cylinder that serves to protect the format in which we create some of our most cherished moments. If you’re working with 120mm, forget about it. All you get is a mundane wrapper that is about as exciting as an old condom wrapper that one might find tucked between couch cushions or in a drawer somewhere. Again, bland and unexciting but then a mind noticed this void and did something about it. Rama Works® x The Mighty Killers introduced a brilliantly designed film canister for us 35mm and 120mm shooters. This is a prime example of seeing an opportunity for improvement and executing it in a manner that brings it into the now. How many of us have just thrown those little plastic cylinders away? I know I have. Bravo to everyone involved in this project.

Is this product overpriced and unnecessary? Perhaps, but that isn’t my point. My point is that there’s millions of things surrounding us just begging to be noticed, respectfully re-designed and brought to the market in a refreshing way.

-Danny