Francisco Salvado on Instagram and Andy Warhol
In a world clamoring with entrepreneurs, Francisco Salvado is a genuine sort of jack-of-all-trades—master of all. Consider some of the early feathers in his cap: He helped conceive Dazed Digital; developed digital projects for Nike and Ray Ban; and worked with visionary photographer Nick Knight at SHOWStudio.com. This, all before he was 27.
Salvado, now 30, has had an unquestionably busy past few years: 2010 saw him break out on his own and start Soon Is Now, a multi-disciplinary creative studio—think digital media, design, art and fashion—at which he is currently the Creative Director. Clients include Raf Simons, Alexander McQueen and Hermes, and Salvado says there’s only one typical element to his work: that there’s really nothing typical at all.
“What I do like about this path I’ve taken is that every day is different,” said the Buenos Aires native, who is now based in London. “It really goes down to the project and brand and people I’m collaborating with, and it’s always a different team—usually the brand changes and the country changes. Probably what I do like the most is the lack of routine.”
Lack of routine aside, Salvado and team’s most recent release is the second edit in an already-celebrated series: TheInstaPaper, a book comprised entirely of curated Instagram images. #edit1 was published in November of 2012, and #edit2 dropped in late 2013. The edits, similar in scope and release (104 pages, 11 photographers and 150 copies for #edit1; and 160 pages, 16 photographers and 1,000 copies for #edit2), were centered around the same concept: to help question the point of printed objects and to memorialize certain shots that might have otherwise vanished into the online ether.
“It’s a souvenir of what’s happening in the digital realm,” Salvado said. “Taking that element that we have on our screens—on our phones, and on TV—and putting it in one object that’s a limited edition kind of marks that moment in time. It’s kind of like taking a picture of a moment, but it’s also how you take that picture—and how you capture that moment.”
The advent of accessible technology and easy-to-use apps have enabled millions to point, snap and edit their way into social media stardom. But actually producing something that’s art on these devices, said Salvado, is a different matter.
“Historically, it’s similar to Polaroid, but even more accessible than Polaroid,” he said. “You look up Polaroid images, and you’d have some images that people took on holiday, but you’d also have Andy Warhol and Mapplethorpe who were using the same technology but doing different things. Today, I think you can also see [the difference between] people capturing the moment with a more interesting point of view, and people that are simply taking disposable photos.”
Check out Salvado’s curated list of key image-makers and shakers to the left of the article.
TheInstaPaper #edit3 will be released in November 2014.