Skip to main content

Svenmill at the Factory


Wow, I’m so far behind in blogging assignments, I can now fail to call it recent! Well, that’s what a Xmas season and a crazy January gets you. So, let’s try and pick up on some interior product work for Svenmill Fabrics late last year. Now, if you’re a regular, and long-time reader of the blog, you might remember some previous posts of the Svenmill guys filling up my studio and then taking over an apartment and shooting fabrics in the rain. Well, this time around (ok, and a previous time that I didn’t blog about) they lured me over to the factory. For the first shoot we used the showroom, and one or two room-sets we built, and then, this time around…, well, things went industrial.

Instead of putting on Vivaldi while reading this post, now’s the time to put on some Nine Inch Nails or Rammstein. Ok, so it’s a tad OTT, but work with me. We started the shoot civil and suburban enough, shooting room sets in the showroom again. Yet, this time I could see the ladies had some other ideas up their sleeves. Things started being thrown around and the brief became a little (READ LOT) looser as the day progressed. Well, let’s just let the pics speak, with the odd caption from me.

20101118_0134 20101118_0008 20101118_0025 20101118_0037 20101118_0038 20101118_0066 20101118_0072 20101118_0085 20101118_0090 20101118_0109 20101118_0121 20101118_0124 20101118_0130

Prettiness, florals, bows, Conde Naste – style piccies. Good for Constantia. Not easy to style, or shoot, but we had fun. Luckily there were guys who could lift and place floor-boards as we needed them.


Oh, but what is this? Huge warehouse space just standing around? Well, that’s no good! And there’s scaffolding standing around? Well, that’s even worse! Let’s hang fabrics all over it! Yes, that’ll be something juxta-positiony or something, but it’ll look cool, whatever we justify it with. Oh, and spikes on the wall? Let’s do some more fabrics! ( Oh, wait, I remember now. The idea was that it would be cool to shoot the fabrics in the very space it was made and designed. A novel and workable idea.)

 20101118_0149   20101118_0174 

But wait, there is a heap of boxes! Let’s put a sofa down there!! Danie, you figure out how we can’t read the writing on the boxes and still get decent depth of field on the couch. Ok. 200mm at F4. Luckily it’s a biiiiiiig space and I can stand 15 meters back.

  20101118_019620101118_0184 20101118_0185

Oh, and by the way, Dan, the LightZaberTM and LightBallTM shapers you made out of postage tubes and toilet light fittings are just throwing gorgeous light. Why, thanx, Self. Not bad for R25. 


Oh, but wait, here is more huge open spaces, big enough to park a cattle ranch in. Great! Imagine a studio 25 times bigger than your own. That’s what I could play with. And also, again, the Svenmill dames were keen for some classy industrial chic. And this time around, there were lamp-shades to be played with, with a couple of Philipe Starke’s in the background to play with. I tell you, space is an amazing thing.

20101118_020420101118_020120101118_020620101118_0215       20101118_0220 20101118_0223

Now, as inevitably happens on a shoot where you hire a photographer wearing a Batman shirt, he’s gonna want to shoot himself. Twice at least. I mean, he’s wearing a super-hero shirt. So I did. It’s useful for Facebook profiles, etc. But soon afters, the ladies felt the incredible urge also to be etched on the canvas of the warehouse too.


Ok, so playtime’s over, and the last place we shoot in is the hall-way, that has a couple of really nice red doors. The perfect place for a couch and a spot to show the scatter cushions of on. Strobists, check out the 580EXII  in the roof above the couch. Just for some atmospheric spot. I really dig clamps.

20101118_0226 20101118_023320101118_0234

And the obligatory team photo. How many accountants do you know that take pictures of themselves after they completed the financials for a company? Well, that just shows why we do what we do. It’s a job worth remembering.


Popular posts from this blog

Dangerous Photography Jobs is taken from the above article, with permission:Photography can be a case of life or death. It may sound absurd, but professional photographers often go to great lengths and compromise their safety in order to get the perfect picture. Whether it’s a once-in-a-lifetime opportunity to photograph Mount Everest or a mission to cover the Iraq war, many photographers risk their lives just to do their job. Here are 10 dangerous photography jobs: Extreme Weather Photography
Extreme weather photographers aren’t storm chasers, but they do have an eye for photographing hurricanes, tornados, thunderstorms and other severe weather in their most vulnerable state. As you can imagine, this job is nothing short of extreme. Extreme weather photographers have to get close to the storm when everyone else is running from it, which puts them at risk for injuries and often death. BASE Jumping & Skydiving Photography

Ford Mustang GT shoot for Jack Daniels

A Mustang is a smoking hot guitar. Seriously, it’s even cooler up close, and way cooler once you start the engine. I’m not a petrol-head by a long shot, but I can appreciate a well-built and appealing car. And this car is appealing. And I shot it. I can add it to the Nissan GT-R, Audi R8, Aston Martin DBs, Jag XFR’s and a host more seriously sick cars I’ve had the privilege to shoot. The images are for Jack Daniels who is currently running a competition where you can win this desirable vehicle. So, I needed to make it look every bit as hot as it is. Also, the car will be presented in a very special way to the public, but I’m not sure if I’m at liberty to discuss that, so I’ll let you see the press for details. It helps a lot when you’re shooting these type of things in a proper studio, fitted with a revolve, huge curve and proper lighting. BTW – the lighting was a mix of HMI and red-heads, Kinoflow and a DIY kino-vibe things, standing around in the studio. Normally I work with flash, …

Bronx Shoes Billboard Shoot

If you're passing Gugulethu Taxi Rank's way, or JHB Taxi Rank, you will notice a 6x9m billboard with a Bronx ad on it. Above is the Gugs one  and the Jozi one.Now, if you've wondered what goes into shooting something like this, well here goes.Client: Bronx ShoesAgency: Traffic Integrated Marketing - Danie Nel Photography - and Design: Bianca at Traffic Integrated MarketingModel: Bobby Roache - Base Models - www.basemodelagency.comThe concept was of a guy sitting perched somewhere, so one can see a Afro-entric urban landscape in the background, dramatically lit. The product shots of shoes (I shot those later in studio) would then be dropped onto the image along with copy, logo's and catchline. Also, a JHB skyline, shot by another photographer, would be dropped into one of the shots for the JHB billboard.SO:First you quote and get approval and get that out of the way. Then you go for a recce mission to get a …