This was shot on a live TVC set, always a privilege, but it comes with real pressure. You step into a moving machine and the window for stills is incredibly tight.

Space was limited, so it meant working lean and staying nimble. Even assistants had to step out on this one. Multiple formats, separate plates, small elements, all captured without really being able to move much around.

At that point it’s about keeping it simple and getting through it. Experience helps.

I’ve always liked big images built around a strong idea, and this one had it. Simple, slightly absurd, and instantly readable. Exactly the kind of image I enjoy.