One of the reasons was it didn’t look like we were the experts in that field, and even through the imagery we looked very weak in an industry that was very tough by nature. 

I wanted to take the photography further than we have ever in the past by creating a ‘brand’ of its own. Images that showed our products as ‘tough’ and ‘worked in’. I wanted epic locations. The only way to achieve this was to have total control of the location by buying stock backgrounds and shooting the models in the studio. High contrast and heavily retouched.

Photography by viewpoint photography, bath