US watch maker, Shinola, have shown particularly good taste by having advertising shots of their products produced on Ilford film and darkroom materials. Rejecting a digital approach, the company's CMO Bridget Russo, said,
"At Shinola quality and dedication to craft is of utmost importance. We value the process of making things and embrace analog versus digital in many things we do. We love the emotion and texture that can be achieved with shooting on film. There’s a permanence that you don’t quite get with digital."
Shinola basically reached the conclusion that, since their watches are crafted by hand using all traditional materials, they wanted the photographs to be originated the same way. Is it just me or does it seem that this sort of statement is becoming more common?
Shinola approached Dallas fine art photographer Augusto Schillaci to do the business. Augusto, in case you didn't know, has similarly refined taste to Shinola. Not only is he devoted to film but he's a Twitter follower of mine. :)
Here's Augusto's take on the commission:
"I’m a traditional black and white film photographer. Film photography carries a very special place in my heart. I believe that there is nothing like the look of black and white film.
"Shooting the photograph is just one step into the final look of my images. I enjoy every part of the process, from choosing the film, to developing it and printing it in my wet darkroom. In the end every step defines the look of my images, and that is what I love about film.
“Shooting in black and white allowed us to focus on the shape, form, texture and light without the color distraction, not to mention that metal and reflections look great in black and white. Using film and wet darkroom printing was a way to continue their tradition of handcrafted products assuring that the final art will stand on its own."
I agree with Augusto that it's the whole process of film photography - right from the moment I crack open a carton of film to pulling a print from the fix - that makes it more engaging and compelling than digital for me.
Augusto stuck rigidly with Ilford products for the shoot using HP5 Plus in his Hasselblad 500CM and making the prints on Classic, Cooltone and Warmtone papers.
The fine art finished prints are being used for the interior and exterior displays at the Shinola shops in Detroit, New York and London.