I'm showing my age here but the quote is from the 1980s Air Jordan commercials that Spike Lee did for Nike with Michael Jordan. Lee was playing his basketball fan boy character Mars Blackmon from one of his first films "She's Gotta Have It." What Blackmon is trying to imply is that its the Air Jordans that are responsible for Michael Jordan's basketball success. Much like some believe that having expensive cameras or lighting will automatically elevate their photography.
Some folks seem to think its all about the camera gear being used that makes the image. Not going to lie and say that the ability to take a great image isn't enhanced by the gear used but it isn't the most important thing. The most important thing is the Photographer's vision and ability to execute that vision with their abilities, skills and talents. This Cheap Camera Challenge proves this point.
I watched the whole 21 mins of Jade's Cheap Camera Challenge video
yesterday and was impressed with Jade's abilities and vision. Comparing her 2013 Creative Live presentation versus this and I have much more respect for her as an artist after watching her Cheap Camera Challenge than I did the 3 days on CL because it really focuses on her intangibles and we got to see her talents shine rather than wonder if she was sponging off the creativity of the team that she's able to put together. I like that the video points out Jade's ability to direct the Model and her creative use of location to create scenes and her use of props to create distortions in the images.
What I like about the video is that it shows how important planning, craftsmanship and the Photographer's skills, talents and creativity are to making a photo instead of just being a glorified button pusher. It's the difference between being a Photographer and doing photography. Also I like that it shows the importance of having a good team for the shoot. It doesn't hurt to have an agency Model to shoot, designer clothes and a Stylists to do hair and make-up. All of these are important contributions to making a great fashion image.
Again, it's not all about the gear. I know that sounds cliche but what gear should do is open up options for a Photographer to use the intangibles (vision, creativity, skills, etc.) that informs the images that they make. It's like a carpenter using a hammer versus a pneumatic nail gun; gear should allow the Photographer to do the job more efficiently and/or more effectively.