It takes more than 75 images to launch a new smartphone family for Motorola. This gallery highlights a few of the hero shots. This launch for Verizon was on a tight timeline, so we tried a new method of interactive art direction. Motorola industrial designers provided TB&O with the CAD files. We rendered hero shots complete with lighting mockups. Then we all got together on Google+ Hangouts to interactively tweak the renders and finalize the shot list. A pretty complex shot list came together is record time and we were able to shoot and deliver images in, again, record time. 

The composite below is a few of the standard shots we do of all handsets for Motorola. The shots have to work on white and dark backgrounds. The light has to be consistent from one family to the next. And, the angles have to be the same from one family to the next. This allows for maximum flexibility in how the images are used. All images are shot with an 80 megapixel medium format back so the resulting file can be used on a side of a building or the product package.