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Vestre

Furniture maker Vestre hired me through Dinamo Design to do this very cool shoot for their 2009 advertising campaign, to back up their recently released catalogue. The premise for the visuals is a focus on the product itself in a rough industrial environment backed up with coloured squares that relate to the product category identity

Furniture maker Vestre hired me through Dinamo Design to do this very cool shoot for their 2009 advertising campaign, to back up their recently released catalogue.

The premise for the visuals is a focus on the product itself in a rough industrial environment backed up with coloured squares that relate to the product category identity colour from the 2009 catalogue.

We first contemplated doing this in my studio using partial colorama backgrounds and then comp the rest with rough surroundings. But later decided to hire an industrial space and use large painted canvases that would intersect the depicted object.

A cool Aussie friend of Caroline Roka, Edwin, pulled a few favors and got us a great deal on one of the old production halls at the old Freya chocolate factory in Rodelokka, Oslo.

Then a massive three day production is set into motion. Moving all the gear and more to the now closed down factory. Moving in the entire range of products from Vestre. Then building the landscape, painting canvases and mounting in the appropriate spaces. I mostly used Autopoles to suspend the canvases in mid air and since this was a rough environment we left the fixtures in the shots to emphasize the roughness of the environment.
The entire shoot was done on a 24mm tilt-shift lens, shifting the focus onto the object, leaving everything else a secondary haze. The canvases were lined up to partially intersect one frame to the next for continuity between the 10 or so ads being run throughout the entire year in various architectural and style magazines.

Thanks to Axel for doing a great job on this one with me and simply being such a great person to work with and to Gilles for dropping by on the last day of the shoot and help us out with some tricky lighting.

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About

I am a graphic designer turned equal part photographer working and living in London, England and Oslo, Norway. I do everything from product shots through fashion and music to chasing cars up mountain sides. I find all projects to be challenging and exciting in their own way.

I do have a predominant weight towards automotive photography in my portfolio but find myself working more and more with people which I find very exciting. I am moveable for shorter or longer periods.

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