Nowness presents Jacob Sutton’s L.E.D. Surfer. Fashion photographer and filmmaker Jacob Sutton swaps the studio for the slopes of Tignes(France), with a luminous after hours short starring Artec pro snowboarder William Hughes. The electrifying film sees Hughes light up the snow-covered French hills in a bespoke L.E.D.-enveloped suit courtesy of designer and electronics whizz John Spatcher.

The idea of a Twitter RT (Retweet) or sharing a blog post to Facebook is something so common today, that you don’t really need to explain to people why and when they should do it — it’s pretty natural. But is it as effective as it could be ?

I’ve been thinking about that and where all this sharing behavior is heading to as part of the big Social Media Week that’s happening in San Francisco right now.

The challenge I see with today’s sharing model falls into four buckets:

– Who do you share with? Most services are geared to sharing with your entire network, or require constant maintenance of groups/circles to keep things organized. I know personally that when I share certain WordPress/Automattic stuff I wish I could specify who sees it.

– Proliferation of sharing buttons on sites makes for a confusing user experience. Facebook, WordPress, Tumblr…