Products

Whilst people photography suggests a dialogue through expression and gesture, in photographing products the photographer needs to create a world and a narrative for the objects. It’s fun for me to be able to be inventive – and I’ve had some great products and companies – such as Philips, Haworth, L’Oreal and Nivea – to work with over the years.

Generally speaking there are two types of product shots.

The pack shot is a clear representation of your product; it says what it is. It is taken against a white background and from all angles.

The hero-shot is not about what a product is, but about what we can be made to feel about it and how it could enhance our lives. The focus, the mood inducing lighting create a strong emotional response – hopefully one that makes us think: ‘I want that!’

Still life

This is where the photographer really becomes the director, creating a drama for the product; the setting, the context become the backdrop for the action.

A watch lies on the desk of the company executive; a mobile phone rests on the leather seat of the sports car; a bottle of wine sits on the harbour wall as dawn rises over the fishing boats. These seem like simple moments taken from life, caught in passing by the photographer. In reality, of course, they have been fabricated by the stylist, who is expert in creating that ‘natural’ moment.

In addition, the stylist with their connections to top designers and stores, can access the props required to dress the set.

Food

Photographing food is not easy. It may seem like the tarte aux fraises has only to be lifted from the dish and the photo can be taken: not at all. The shape, the colours are short-lived. Now, the oven, the sieve, the pastry knife give way to the blowtorch, the needle, the glycerin.

The chef creates the masterpiece, but it’s the stylist who will make us look at the photo with a watering mouth.