For companies whose business model depends on introducing new product lines continuously, the time between concept, design and manufacturing to marketing can be long. Rather than wait for new product to arrive to be photographed, I found that creating product images via CGI during the manufacturing process decreased time to market, saving the company money and ensuring that the creative was ready to go when the product arrived. By introducing CGI into the marketing mix, we became far more efficient at getting product in front of the customer, without compromising the quality of the creative.
Photography is the most accurate portrayal of products and people, but it's much more than a mirror. Great photography expresses the brand characteristics of a product, whether it's fun, function, luxury, or any of an infinite number of qualities. Whether I'm directing a shoot, or behind the camera myself, I find a way to capture products in ways that make them accessible, vibrant, and unique. Below are examples of both my creative concepts and my work behind the camera.
