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It is harder to draw information from words than from pictures. Clichés crack the code. They support you in turning data into information… and information into meaning. A cliché grabs from all those dark storage sites of memory and melds them together into a useful pattern.
If you visit the Sea Pines Plantation on Hilton Head Island, you’ll hear of this structure. It was created to resemble a lighthouse as a backdrop to the 18th hole of a golf course - Harbour Town Links - which attracts the PGA. And the PGA attracts TV networks. Which want harbors to look like harbors. They want a picture which tells the audience what this place is. It needs to be a shot that snaps from data to information in a blink.
So this structure’s the highest and most recognizable on Hilton Head Island. It also lets me, in one image, cut right to seaport, summer, sunrise, and for those with the right memory pockets… Hilton Head, South Carolina.
How could I not capture this cliché?