The product was dark and moody, curvaceous and bold and needed a set of photographs that made the personality of the product pop off the page, and stand out from all the other ultrasound systems clinicians were used to seeing. I took a heavy amount of influence from automotive beauty shots, something you might see from Webb Bland. So, Erik Skaar and I teamed up again, we focussed on the parts instead of the whole, making each shot focussed on telling one story, highlighting one feature or characteristic.