Ian Goode has over 12 years of experience working in advertising, and until recently owned a production company that specialized in photo illustration and compositing. He has a keen eye for the subtle influences that details can have on an image as a whole, and on the story that it tells. In his PIX 2015 talk, he brings his perspective from advertising to the creation of any imagery, stressing the importance of storytelling in photography and the elements of a photo that can contribute to a strong narrative.