Creating Order from Chaos – On Site with Bowers and Wilkins. Advertising Technology Photography.

Posted on December 9, 2015

I’ve arrived at the Worthing factory early, keen as mustard and raring to go. I’ve met up with my assistant who’s also keen, although he’s been on a train since 5.30am. With my eagle eye and consistent concern for my co-worker, I see an urgent coffee is called for and in no time at all, he is fully restored and ready to go!

We’ve returned to Worthing to shoot the New 800 Diamond series. I believe I’ve already expressed my feelings for these speakers in previous blogs, so no need to go there again – you know just how great I think they are. But we’re here today on a shoot, designed and art directed, to create some ultra clean, bold, beautiful and powerful advertising photographs. We need the images to fit and work equally well for landscape DPS and single page portrait ads, as well as to serve future web site requirements successfully.

Photographing technology products, or indeed any product, is never easy in a factory setting. As you can imagine, the environment’s designed as an area in which to build things with maximum efficiency and optimum use of space – so doesn’t easily lend itself as an ideal or flexible location. If you can find yourself one corner clear of machinery, packaging and parts, you consider yourself blessed and for this shoot we needed to create several sets of images, using different locations – so we needed to be blessed indeed!

Our Art Director wanted final images to be as immaculate and pristine as they could possibly be, so we needed imagination and ingenuity to uncover areas in which to shoot and needless to say, a fair old percentage of extraneous detail in the backgrounds had to be removed in post production – love Photoshop!  It certainly wasn’t all problematic though, we struck lucky with access to a newly developed top floor, housing the spray booths.  This area was sleekly modern, cleanly white and perfect for our needs. Indeed, with a little shunting around of product we managed to make the place look like a car showroom. The final images gave the speakers a singular and powerful presence within this large and open space, which in turn, created a confidence and a statement of the speakers’ undeniable right to be there. It was, after all, where they were born and built.