Taking on a visual challenge

I love a challenge!
And creating images sometimes truly is.


When GSW came to me with the idea of some one being trapped in a syringe I was really excited about the challenge of getting this done.

There are a lot of considerations that goes into the crafting of images like these.
Would we do it all on the computer, making the syringe in CGI, or do it all in camera with a custom built 8 foot tall syringe on location?

Could we possibly get this size syringe made? And if so how would we get the people in it? Would the tank and water distort their bodies too much?
Now, if we did it CGI would we be able to make it look real? Could we on the computer replicate the tactile, almost weightless quality of clothing in water?

And what about the emotional aspect of it? If we were to have the talent feel and express the emotions of being trapped would it not be better to have them be wet and in a syringe for real? For me this was the most important question. It’s these subtle things that to me make images successful…

After talking to the agency and my producer we all felt a combination would be the best approach. We set out to custom build a water tank in the shape of a syringe, large enough to hold a person, then creating the top and bottom of the syringe in CGI.

We also realized getting a massive tank like this with water hot enough to make our talent comfortable would be a tough task on location.
So we headed for Los Angeles and spent 3 days on location shooting our supporting cast and another 2 days in studio shooting our hero talent in the studio.


I find myself to thrive on great ideas. Ideas and concepts that make images a crafted moment that go beyond the 2 dimensional surface of a magazine or a tablet…

A big thanks to the guys at GSW for trusting me with making these ideas come to life!

Another big thanks to all the support from everyone from the producer to the retouch in making it all happen. This one was truly an effort of many…



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