There are so many different answers when you ask someone what makes a great photograph. We found this short video on the purpose of photography where TIME speaks with conceptual artist Hank Willis Thomas about this topic. We wanted to share this video in their 'First Take' series with you below.

“Whoever is holding the frame is actually creating the story,” he tells TIME in the video. “What makes a great photographer is their ability to actually find that thing again and again.”

Hank Willis Thomas's work focuses on identity, commodity, media, and popular culture. His advertising mockups, which often incorporate recognizable icons into his work from well-known brands, question generalizations developed around race, gender and ethnicity. To see more from Thomas, visit his website at www.hankwillisthomas.com.

If you loved this video, here are a few more you may enjoy:

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