Let's Work Simple
I was challenged to visually re-position power tools in the market with a creative and fresh approach. Using the medium of photography, I decided to create a visually contrasting shoot, with the intention of capturing an intimidating subject out-of-context. My audience was people who have creative flair and a passion for DIY, but are intimidated by the typical black and yellow hyper-masuline branding that currently surrounds the power-tool market.
Art Direction, Photography
I managed to find an old disused drill and sprayed it crisp white, alongside some screws, nails and washers. Using soft ring lighting usually associated with beauty photography, I shot the pure white drill on pastel and colourful backgrounds, alongside fresh flowers. I tried to approach and transform the normally intimidating and visually harsh image of power tools into an enjoyable, beautiful and aesthetically pleasing product. Reminding the consumer, there's power in beauty.