Fenton Stevens had an interesting proposition for a sales brochure on the dry subject of shelving for the shelving giant Dexion. Rather than just presenting shelving as is, they abstracted the images to encourage the potential client to think about how they use shelving and organise space. To do this, they needed images that presented the kinds of things that would live on or in the storage units floating in a consistent "gallery" space. The challenge was to lock down a point of view and a space that would accommodate everything from a drill to a car, and light the objects beautifully. What would have been near impossible photographically was marginally more possible in 3d. 12 images in total were generated for this brochure as well as some small product shots (done in 3D) of the units themselves.
photographer: Electric Art - Fish
agency: Fenton Stephens
art director: Alex Fenton
production: Simon Antonis
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