Art directing photography gives a designer the opportunity to explore a new visual language that can question the viewer’s perception about subjects with which they are very familiar. Perspective, lighting, focus and colour are all tools at the photographer’s disposal. Working with Ant Tran, provided the chance to do some great work over the past five years. Most importantly, it’s necessary to have a client who is willing to go out on a visual ‘limb’ and also be part of the journey. ‘Of course we can do it’ will be a familiar statement to a lot of designers who have pitched concepts to a client and sometimes risk is a necessary part of the process in creating something different.
Photography by Ant Tran. Photographic retouching in association with Paul&Sam, Newcastle.