The idea was to capture the feeling in the shape rather than to describe it. To focus on the beauty that can hide in good design. More like the way a photographer would approach architecture rather than traditional car photography, where description and function weighs against feeling. With these images, the aim was set entirely on feeling. Inspiration was taken from Haute Couture and fashion photography where images evoke more emotions than the actual garments elicit.
Read Hasselblads interview with Petter Borg about the project on their blog:
Photographer and concept development – Petter Borg (Better Place Productions)
Retouch – Petter Borg
Photo Assistant – Tobias Leo
Grip and technical assistant – Peter Eile (Eile Production)
Behind the scenes photography (last four images) – Pontus Arvåsen (Hasselblad)