Industrial photographer, Adrian Waine, is no stranger to the pages of Manufacturing Update. His imagery ranks amongst the best we feature. In this article we get a new perspective on what it takes to create stunning images in challenging environments – Mel Meader, Chief Operating Officer, of Carter Manufacturing, explains in this interview with editor Taylor Owens how Adrian provides the creative spark for their pictures.
Is the photographer’s knowledge of your industry important?
“Carter Manufacturing is a global supplier of precision bearings and tooling to aerospace, medical, nuclear and defence. We require exceptional images to support our business and make it stand out across all the markets in which we are active. Having used various photographers in the past, we have a good idea of what we need in a photographer to achieve our desired images. Experience in all the sectors in which we are involved is not realistic but having knowledge of some plus the ability to adapt those to others is the first essential.”
What references do you seek before hiring a photographer?
“We discovered Adrian Waine through his images being credited in an associates website. For us, the work speaks for itself and having found these images we started to dig a little deeper. Once satisfied with the imagery, we set about talking with Adrian informally to get a feel for him and how he approaches each commission. His wider industry expertise and experience quickly shone through and gave us the confidence we were seeking.”
Does the photographer’s equipment or lack of it have any consequences?
“The right equipment is necessary, especially lighting. We strive to create original images to capture the imagination of our target audience. Ambient light alone is very limiting in this respect. With the equipment must come knowledge in how to use it for maximum creative effect. We discuss a shot list in advance which defines who needs to obtain what. Adrian supplies all photography and lighting equipment required to capture a shot. He also brings a time-served assistant with him and suggests must-haves in terms of relevant props. This makes the photography process much easier on the day as everything is to hand when needed.”
When the photographs are completed do you feel that the investment in time and money are worthy of the results?
“Without a doubt. We have had several uses from the imagery and expect more. They are being used in our website and have been used in exhibition stands, within our social media and marketing campaigns. The key to getting the most out of the time hinges on the advance preparation. The magical creative flair, if you like, is left to Adrian.”
Is organising a photographic shoot in a working factory disruptive?
“I know it sounds repetitive, but again preparation is key when commissioning a professional photographer like Adrian. Disruption is often minimal when you append time building a shot list, prop portfolio and select the people involved in advance. Adrian adapts where he can and will always adjust or generate an additional shot outside of the plan if he can and so maximise the useable shots taken on the day.”
Modern cameras and high-end phone cameras, pack a lot of punch these days, are you not tempted to try taking your own pictures?
“You cannot capture the images of this quality using a phone or personal camera. Attention to detail comes from experience and Adrian’s speaks for itself. Lighting, camera angles and feel cannot be re-created without using a time served photographer. Owning an oil painting set doesn’t make you an artist! Working at the forefront of emerging technologies you need to create the right feel when drawing in customers. Adrian achieves this well and we believe that it is well received by our customers, ‘a homemade shot’ will not do.”
Is building a long-term relationship with a photography important?
We began working with Adrian in 2020, and have already completed three shoots with him, with more in the pipeline. Adrian seems to keep well on top of trends. We see our future relationship with Adrian being a constant to keep our imagery fresh, current and eye-catching in an ever changing world.
Does photography help the business attract new talent?
Carter Manufacturing is a pioneering company and to inspire and attract a new generation of engineers to propel our industry forward we need to show our workplaces for the centres of technological excellence that they are. Adrian’s images come together to tell that story.
Chief Operating Officer
Carter Manufacturing Limited
+44 1865 821 720
Mob 07859 879040
Photography : Adrian Waine
Tel 0151 356 3855
Adrian was formerly staff photographer with Saudi ARAMCO and was regularly commissioned within the oil processing facilities of Saudi Arabia.