Rugged furnishings were the focal point at a recent photo shoot by Colin McGuire Photographs for Industry West, an industrial-style furniture company based in Jacksonville, FL. Under the direction of Michael “Buff” Wheatley, Colin shot on real-life sets in New York City and Jacksonville to showcase how creative professionals rely on Industry West products to produce a variety of creative spaces. McGuire was tapped by Columbus-based ad agency FahlgrenMortine for the project, as the two had worked together many times.
Industry West products are frequently used by commercial clientele like restaurants or small businesses. Interior designers also frequently use the company’s furnishings for their commercial and residential projects. In fact, when Colin arrived in the Newark International Airport for the New York City portion of the shoot, he spotted some Industry West furnishings in use at the terminal!
It was fitting, therefore, to visually capture environmental portraits of a diverse range of creative professionals who use the furnishings in a variety of ways. In addition to shooting portraits and still-life product vignettes, the team took the opportunity to capture video interview footage, as the company sought testimonials from those who have relied upon Industry West décor products.
Colin and his team shot in real-life locations that had a relation to each portrait subject. Working with his first assistant and a supplemental local crew in both states, Colin hired DPs for the video aspect of the assignment. Colin directed the segments and helped compose the shots, making sure the DPs created continuity between the stills and motion element. As well as Directing Colin also shot some B-Roll once the interviews were up and running.
For portraits of the creative professionals, strobes were used. But for motion the team needed to rely upon continuous lighting. All of this had to be done within three hours— load in, scout, set up, shoot stills, and film the interview. It took focus and efficiency but Colin and the team stayed within that window each time.
In the end, the agency and client were extremely complimentary of the work Colin did for them. He once again created a body of work that was relaxed and believable looking, with environmental shots that captured the personality of the subjects and the essence of the Industry West products and the spaces where they resided.
Colin attributes his authentic, down-to-earth personality as part of his formula for successes in photography. When engaging with his subjects, the biggest thing he does is to get through to them as a person. Regardless of the busy set environment, Colin keeps a sense of fun and light-heartedness, engaging subjects on a one-on-one level to help them drop their guard and express their real selves. His honesty helps people relax, and emote naturally on front of his lens.