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.

The product was dark and moody, curvaceous and bold and needed a set of photographs that made the personality of the product pop off the page, and stand out from all the other ultrasound systems clinicians were used to seeing. I took a heavy amount of influence from automotive beauty shots, something you might see from Webb Bland. So, Erik Skaar and I teamed up again, we focussed on the parts instead of the whole, making each shot focussed on telling one story, highlighting one feature or characteristic.  

With this product, a brand new invention no one had seen or used before, a lot depended on how we represented the product. If it was too artsy, no one would know what the heck they were looking at. If it was too functional, no one would notice it. Choosing to shoot with a new system, and getting creative with post production we landed these shots carefully between two potential creative catastrophes.