During the ‘Y2K’ runup, when people feared a coding glitch—rather than the obvious bubble they were creating—would bring everything crashing down, I was working in Silicon Valley, creating annual reports for emerging empires. It was a stimulating time to be in the AR business, a time when many innovative tech firms were branding to younger investors through unorthodox, artistic, bravely conceptual and expensively-crafted publications. Meeting directly with top executives, absorbing their concerns and strategic perogatives, my role was to articulate arcane technology and growth strategies to a broad investor audience through visually compelling interpretations. Avoiding the worn clichés of business rhetoric while striving for a truly substantial and distinguishing statement was the greatest challenge—and always a compromise. Thus, everything rested on the visual concept and the quality of the execution. I directed every shoot and spent many long nights in press rooms. We were given the production budgets to push into advanced, sometimes entirely innovative printing techniques with industry-leading sheet-fed printers. I came away with a very adept command of the high-end print production process. Perhaps the most gratifying aspect was the windows it opened into so many hidden worlds as we travelled to capture on film the extent to which technology had permeated industry in the late 20th century.
Selected Covers, Spreads & Details
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