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.

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.