When it became time to direct the photography for a product that looked unlike anything we had created in the past, I knew I needed to direct the photography in a way that both made the product and its unique characteristics stand out from the pack, and yet seamlessly integrate into our product portfolio and brand personality. The creative energy between the photographer (Erik Skaar), industrial designer (Evan McCormack) and myself was sweet, and in the end we had a bright new look that fit both the personality of the product and our brand.