This ad was made for Renault, the French car manufacturer, when they launched a new Megane model boasting a superior Bose sound system.  The adverts purpose was to suggest that the Bose system in your car is as good as any you would have in your house.

Location scouting for a large enough room with creamy walls and a concrete floor to make the art director’s vision come to life was proving to be too time-consuming. Due to the short production time, I decided to model the room, speaker mounts, wires, console and stereo in 3D. Car doors and carpet are photographed and pasted into the 3D model. This is just one example where CGI has saved time–and money–for a highly creative project.

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It’s a modern fear–accidentally drowning your beloved computer equipment with a glass of water, or dropping it in the toilet. If you’ve done it once, you’re always worried it will happen again. It’s a modern phobia that won’t go away.

To save us from our fears, the Europeesche insurance company decided to offer a watertight protective iPad cover to their new clients. They needed an eye-catching advert to show this free cover in action. The fantastic art director I worked with on the project came up with a stunning idea: turning the iPad into a modern day message in a bottle–2.0 style.  I shot his vision at the Dutch shore on a stormy day, giving the advert a bit of added drama.

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Quite often I’ve done these type of shots for a variety of products. In this case the ad agency asked me to do a shot for Coolbest premium orange, fruit and packaging in a kitchen setting on a wooden table with a window in the background. Obviously kitchens are build for cooking and to do this shot you’ll need quite some distance to setup camera and lights. The challenge is to find a large enough kitchen with a stainless steel worktop, a wooden table and a window with enough space to do the shot.

Studio shot of packaging

3D kitchen mesh

That’s a needle in a haystack. Even with the help of location scouts and agencies you’ll have to do a lot of retouching to create the image that is asked for. My proposal to do this was to build the set in CGI where the art director had the possibility to pin point precise the wanted wood, worktop, size and position of window etcetera. The packaging, oranges and juice is a photograph and mapped into the 3D model. Because the usage is a commercial there was a same shot needed of the packaging in an ice field where both images can be animated.

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It’s a modern fear–accidentally drowning your beloved computer equipment with a glass of water, or dropping it in the toilet. If you’ve done it once, you’re always worried it will happen again. It’s a modern phobia that won’t go away.

To save us from our fears, the Europeesche insurance company decided to offer a watertight protective iPad cover to their new clients. They needed an eye-catching advert to show this free cover in action. The fantastic art director I worked with on the project came up with a stunning idea: turning the iPad into a modern day message in a bottle–2.0 style.  I shot his vision at the Dutch shore on a stormy day, giving the advert a bit of added drama.

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Shot for an ad on behalf of ICI Paris XL a Dutch cosmetics reseller.

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A subtle play with symbolism, this advert was made for Bib Gourmand, a publication made by the Michelin company. Bib Gourmand is a guide for drivers looking for top-notch restaurants throughout Europe.

To create an image true to both Michelin and Bib Gourmand, I created a napkin using CGI that shows the iconic double chevron logo of Micheln at its folded top. I used a subtly shifting colour scheme to represent the subtleness of fine cuisine.

Delicious.

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This advertisement was shot for the Dutch army, who at the time were in search for doctors.

The army had already made a larger campaign that used the words “geschikt” (appropriate) and “ongeschikt” (inappropriate). We wanted to play around with the idea of healing and these two engaging words. The result: a surgical thread mending the appropriate response.

We tried different type sizes to find the right balance between the thread, hands and words. The challenge here was to keep the stitching thread tight, but not so tight as to lift the paper that was being stitched for the photo. The solution was to create the image using separate shots.

First, the thread being held by the clamps were shot. Second, we made a separate shot of the hands. Then, we combined both images using the computer. We used a greenish colour to reference not only the operating room, but also the green of army fatigues. As a contrast, the hands were given a hint of magenta to represent the human aspect of the job.

Finally, we recreated typeface using the computer because the sharpness of my photographs revealed little inkjet dots from the printing process. Sometimes, equipment can be too perfect!

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