Gideon Jacobs, the creative director of Magnum New York, is at the heart of the prestigious agency’s mission to better adapt to digital and mobile. To get there, Jacobs made his mark with a digital storytelling campaign, drawing from Magnum’s enormous photography collection to create a social tribute for Robert Capa’s 100th birthday. This is just one way of overcoming the risks of image overflow: by juxtaposing the most striking images of yesterday with today’s variety of formats.
Gideon aims to invest Magnum with a clear digital positioning, both across social networks and in the continuously-evolving photography market.
Jacobs is a born-and-raised New Yorker. He writes both fiction and non-fiction, and worked at ESPN the Magazine and BadaBing records before joining Magnum Photos NY. He currently serves as Creative Director, conceptualizing, preparing and, often, pitching the creative facets of Magnum Photos NY's projects, from self-publishing endeavors to large-scale corporate commissions. With a focus on photography as a modern communicative tool as well as a storied artistic medium, he ideates projects that widen Magnum Photos' international audience, raising brand equity and capitalising on a growing universal interest in image-making.