About the shoot:
This shoot was informed by the MASS INTELLIGENCE creative research report. We wanted to use a location that reflected the science and technology themes of the trend report. We contacted a number of different locations — an observatory, an aviation museum, science labs — but were unable to use them for various reasons. So we had to improvise.
We decided to use a studio. When you shoot in a studio, the background is naturally plain, so we really had to think about the images in another way, especially because of the science and technology angle. The studio we booked was in a university — when we saw these black backgrounds, we thought it would be a great idea to incorporate old-fashioned elements into the shoot. So we looked for vintage props like a desk and lamp and an astronaut suit for the young model. With this combination of old and new, we were able to show that the dream of inventing is something timeless.
Planning and research:
Inspired by movies like 2001: A Space Odyssey, the team set out to integrate ideas that have engaged and fascinated mankind for centuries — like the dream of flying and the allure of outer space.
The three models of different ages illustrate the idea of transferring knowledge from one generation to another.
42-26525319 | © Ben Hupfer/Corbis
Custom-made wings built by Anke Hoefkes.
42-26643153 | © Ben Hupfer/Corbis
The formulas, plans, and drawings in the background of these photographs underline the spirit of knowledge. They were researched by the in-house team and drawn with chalk on black paper by photographer Ben Hupfer.
42-26613669 | © Ben Hupfer/Corbis
With this combination of old and new, we were able to show that the dream of inventing is something timeless.
Every detail is considered.
How to sit and think.
How to plug.
42-26613629 | © Ben Hupfer/Corbis
By the numbers:
Final selects: 56
Award: PDN Photo Annual 2011 winner