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ISSUE #1

LIVING THE DREAM


YÅK Magazine is something new, a meeting point for engaging photographic content, inspiring design and a mutual love and respect for the subject that brings it all together; the great outdoors. At its heart YÅK is a collaborative project, with an aim to publish new issues every three months drawing on the talents and perspective of new contributors from across the fields of design and photography. The outdoors will remain the common thematic link that draws us all together and we hope that over time we can grow a community of like-minded individuals who will serve to influence and inspire each other.

Some people, the lucky ones, love what they do - others ‘work to live’ rooted in the 9 to 5. That makes every moment precious; and reinforces the joy inherent in loving what you do. ‘Living the Dream’, a grand concept: though we are tempted to consider it only in physical terms: the next grand trip, one night of hedonism, a calm Sunday with the ones we love. In reality it’s so much more than this; it’s also about those singular moments that snap us out of our day-to-day consciousness, raise a smile and allow us to shift our perspective on the world. Photographer Woods Wheatcroft embodies this way of thinking in the most subtle of ways. Through his near-faultless choice of subjects and scenes we believe that the inaugural issue of YÅK will move the needle of perspective just a little bit…and maybe raise a smile or two along the way.

YÅK ISSUE #1 Happily supported by

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San Diego, California. February THE ELEVENTH NINETEEN SEVENTY BORN:

COLLEGE:

UC Berkeley... Major: Social Science... and many visual studies classes but no degree in photography

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Woods wheatcroft

In a world with 6 billion “individuals”, sometimes being a true individual is a tough job. That’s why we’re so pleased to use the inaugural issue of YÅK to showcase the exceptional talent of Woods Wheatcroft. We like to think that Woods as an American embodies a thoroughly modern approach to the concepts of individuality and escapism; in many ways akin to that first exhibited by the pioneers of the American West centuries before him.

Woods’ contribution to YÅK stands out thanks to his wit, his unbridled imagination and his uncanny ability to create chemistry between the human subject matter of his works, and the world around them. We feel that this natural dynamic, inherent in much of his work perfectly captures this issue’s chosen theme. So turn the page and gaze in awe as you lose yourself in the wild world of The Woodsman. Enjoy.

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I tend to blur the line between work and play. By some accounts I am a lifestyle photographer, but I tend to document the lifestyle I am living, not someone else’s... my own life and my instinctual response to the people, places and situations along my path.

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Sometimes an image is captured by reaction. Other times I make a mental note of a certain scenario I have witnessed and then go back to re-create that from my mind’s eye. These shots evoke a sense of belonging to the moment, as if lifted from a scene from the movies.

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With a more consistent effort in more recent years... I have way more ideas than I have executed... and so much evolves from the execution... the unplanned moments are the buzz for me. Humour is a big part of my approach. I like to make people laugh. Fun is part of my world.


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Light is part of my world. Spontaneity is part of my world. I realize however that spontaneity has its place in the world of photography...


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My commuter series has evolved into a nice personal project. I am searching out unique people, situations, and aiming to capture people who truly love their bicycle and the lifestyle that comes with it. And the fact that they use it as a substitute for an automobile is an added bonus‌ with gas prices rising again, I think the timing for pushing this idea out there is fine.


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In a more recent approach, I have experienced the value in creating a slightly more controlled environment to create in and springboard from there into candid moments and split second expressions of a portrait that feel pretty spontaneous. A little pre-production so we know we’re all in the space... then bust loose from there...

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Open space. Room for the eye to move around in the image. Room to dream and absorb the feeling of a place... the feeling of expression, a laugh...


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I love colour and random objects along my path. And juxtapositions. And quirky signs.

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I think of myself a little more on the artistic side of photography, than on the technical side, in terms of how best to capture an image… often it’s too late to think that much. Many of these photographs are a reminder that life keeps on happening, whether or not you’re watching. Sometimes you’re around at just the right moment to capture something special…

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Photography by Woods Wheatcroft woodswheatcroft.com Design by Matthew Richardson at cactus! Display fonts from Lost Type Co-op cactuscreative.com Printed by Absolute absolutedigitalprint.com Happily supported by Craghoppers craghoppers.com

the end

© YÅK 2012. All rights reserved. YÅK has been lovingly crafted by Cactus Creative Ltd.

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