An EMC Server

There is something about a server room. Row after row of large masses of data. Lights blinking. Wires streaming.

I always want to talk in a hushed tone around these objects, as if I would interrupt some critical calculation by asking where the light switch was.

Of course, you can't whisper, or even talk softly, because of the cooling fans, air conditioning units and occasional tech engineer trying to figure out why the marketing director wants to show him working on the new unit instead of the older one that needs to be repaired.

Industrial Lighting and Adapting Photography

So, there we were, in a dark room, with a gazillion volts of electricity stored in huge banks of batteries. High voltage signage everywhere. A deep hum, charged with menace, replaces the whir of ventilation fans from the data center we were just shooting in.

We went from brilliant flat lighting to almost no lighting at all. And, the concept called for shooting into a dark cabinet, while the technician does... well, whatever they do in there. (When I asked him, he said, "Mostly, we try not to get zapped!")

I looked up and saw three different tubes of flourescent lighting, two tungsten cans and something that may have been a mercury vapor.

I looked at my assistant, who shrugged back at me, and I said, "Get the secret weapon!"

Under the technician's careful supervision, we tucked it back in the cabinet and plugged it in. Added a couple of gelled lights and reflectors around the outside and started shooting.

So, what is the secret weapon? An LED worklight from the hardware store.

Perfect for those hard to reach, tucked in spaces, to add dimensionality to any photoshoot!

People or Product?

Oh, the tough questions!

"I see you do people and products... and locations. So, what do you really like to do?"

This question supposes that I am approaching photography strictly from a subject stand point. That is, I am specializing in studio work or location work or whatever.

Actually, I approach it from a story telling stand point.

For example, the product photography that you may have seen on this blog and on my site is quite a bit different than what you might see in a catalog or Sunday newspaper. Those images, which require as much skill and finesse, are about commodities. The objects are there to be sold based on the description or at face value.

The images I create go one step further. They include a story about what the object is or does. More specifically, what problem does it solve for the potential buyer.

This goes around the buyer's question of which product is cheaper and goes to "I have this problem that is driving me crazy and this will fix it!"

So, what does this have to do with the gentleman in the image above?

His job is to install cabling for commercial network applications. He needed to look appealing to his target market, which were C level people. He needed to look like he knew what he was doing, was tough enough to get the job done and was a highly trained, highly paid professional who would make these C level people feel and look good.

I was told that the image was submitted with a press release to a major magazine for a business profile. It got picked up. The magazine's normal profile has a headshot that is reproduced about the size of a postage stamp, with a short paragraph to go with it. This image got them a half page space with two columns of editorial copy.

An effective marketing tool? You bet!

Where's the fun in that?

Okay, just so you don't think we are too serious about our jobs here.

This image was created during a real people shoot in Rhode Island. The project was for a training program and the client was using their own sales reps as models.

This is always a lot of fun, even when we have some reluctant "models".

One of subjects stated to me at the beginning of the shoot, "I don't know why I agreed to this. I really don't like getting my picture taken."

I nodded and said "Don't worry, we are going to have fun today."

And, we did!

Well, my crew and I worked our buns off, setting up and tearing down lighting, running to the next set, harassing my make up artist, Margina (who is great to work with, by the way!), and generally getting the shot list accomplished without blowing up my friend's house.

The point is that, with some good planning, the challenge is fun!

And, every once in a while, you need to stop and ask your models what they really think of the day!