Mining photography concept

This campaign aimed to promote Shell lube experts as unsung heroes. Our idea was to capture images that tell the Shell LubeExpert story.

Authenticity was key. We featured real lubricant experts collaborating closely with customers in actual working environments. The focus of the images was contrasting perspectives. Equipment was used as a backdrop to frame the conversation or interaction and to focus on the Shell expertise aspect.

A photoshoot was commissioned and took place in opencast mines in the USA, South Africa and Indonesia. We proposed three different levels of imagery: first impression (cover), second impression (layout, editorial content) and supporting imagery.

ServicesPhotography, Art Direction