When building a brand imagery from the ground up your relationship to your photographer has a lot of influence on how the brand will look.

In the case of hOme watches, the relationship we had established with our main photographer Roger Baumer was a very healthy and productive one: whenever I came up with an idea, it seemed he would get it straight away and we could start building on it straight away.

This means we've been able to concentrate on producing beautiful images together, spending countless hours hunched over ice cubes, spilling water everywhere, pushing woodchips around, blowing at heaps of styrofoam pearls, adjusting this and that, fiddling with this setting and that flash while discussing whether or not penguins would soon rule the world…

…the hOme icecubes making of will give you a good idea of this process.

The beauty of this is that you come out of each photoshoot with more knowledge, be it about building an image, communicating ideas or even the basic rules of physics and how you go about bending them to your advantage.

For more infos on Roger Baumer's work, take a look at his website.