Fabrizio RausaLearnAsk
Video14:48–16:14

Use your location's cultural identity as a backdrop, not just its scenery

By Fabrizio Rausa

When you are in an exotic location, show highlights that are specific to that place. Bali is known for its beaches, so beaches work there. Italy's beaches are not remarkable, but wine, architecture, pizza, and people sitting in cafes are. In Romania, Fabrizio Rausa shot a cafe photo that communicated something culturally meaningful to American viewers who romanticize Europeans sitting outside at cafes. The photo showed him drinking coffee with a lively crowd behind him, which is exactly the kind of place people want to be at. If you are the only person in the venue, that is a red flag. It suggests the place is bad or that you have poor taste, neither of which you want to signal.

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