It goes without saying that creativity is paramount in the commercial photography world which is why clients see an advantage to photographers who come with their own creative solutions to problems. Lupine Hammack is always able to see things from a different perspective, which becomes indispensable on projects, especially like this one with Kleiner Perkins. As a venture capital company, they needed a photographer who could find tangible solutions to the intangible products that are part of their portfolio.
The final images will play tricks with your mind. Many seem to be made from CGI, but we have the inside scoop: there is no CGI work done to create any of these images. Instead, Lupine and his team used their ingenuity to find an artistic solution to represent the varied technical products.
Read on below to discover some of the tricks Lupine and team used to tell the Kleiner Perkins story.
What was your most memorable moment on this project?
This project had many twists and turns along the way, requiring lots of open minded experimenting to get to the final destination. Some of the models required multiple designs to be built and tested, different background treatments were explored, and many of the objects needed to be shot at a variety of angles to make sure they all played well together on the website. We planned to have two or three sets going at all times, plus we built in an extra shoot day at the end just for anything extra that came up, but it was still a nail biter to do so much real-time experimenting. At the end of twelve really long days in the studio, as I was saying goodbye to everyone, the art buyer pulled me aside and thanked me for being so calm and understanding with everything. That simple statement was so memorable and touching to hear.
What did you learn on this project?
Lots of things really, like how to boot up a 35 year old computer, every single color and finish that plexiglass can be painted, what data analytics looks like when made into an object, where to find a robot arm, and what a military drone battery looks like. All joking aside, I learned the value of an amazingly talented team of people all working towards a common goal. For two weeks straight, this project tested all of us creatively and technically; and together we thrived.
What do you hope people learn about you and your work after viewing this?
I talk a lot about being collaborative and how vital it is in building strong relationships. To me, being collaborative means stepping out of my own shoes and standing in another’s so that I can better understand what they are faced with and how to best be part of the solution. I like to think of it as a “check my ego at the door” policy. Being a good listener who is always in search of new opportunities to make the work better and stronger is what I’m all about.
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