A few days ago I was shooting a very challenging business: Aviatronik, a metrological corporation based in North of Italy. With a very specific core business, which fortunately I knew something about because I used to work in the field before being a photographer, it’s been a tough challenge to depict. Together with the web designer, Claudio Naldi CD of Atomz Media Ltd (London), we decided to go for an interesting effect by using light painting for the opening image. Being this one of the very few accredited labsfor metrological quality check in Italy, we decided we wanted to see this right away. How? By painting a complex sinusoid across the frame with different colors. It’s been quite demanding to get the light effects I wanted but eventually I made it and I’m very proud of the final result. Another value we wanted to highlight was the human presence: every company is made of persons, despite the business, and this is something the previous website of Aviatronik did not carry all too well. That’s why you’ll see a lot of hands in the final selection: we really wanted to shot that there’s someone behind all those instruments.
Check out the gallery, I hope you like it!