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Ableton's Push 3
Baby's first campaign
I was excited to work with Ableton on this campaign for many reasons but mostly because of this thing inside me that will always be a musician at heart. The new Push 3 was impressive to learn about. It democratizes music making because it takes an edge off so your experience can be simply, fun. The portability knows no bounds. They are the standard. There was no question this would get the most of me.
This production challenged me big time. I made work I’ve never made before. I explored a broad range of lighting techniques, saturated with color, deeply moody and narrative in ways I don’t usually get to express in my interiors work. In a sense it took me back to my days as a lighting designer in theater. “Light the product like it were a stage” and didn’t end up feeling that far off.
For the launch, Ableton was adamant about combining the video production with the photography for continuity in the storytelling. Honestly, I was apprehensive about sharing a set. In my experience I’ve felt friction between my set and a film’s set by not feeling seen, heard or respected by their teams. It’s almost as if photo production isn’t deemed as important because our set ups don’t have to be colossal operations that are messy and dangerous, culturally hyper-masculine and devoid of women, usually. I don’t know for sure but maybe being a young female photographer has something to do with it. I was utterly shocked by how opposite the experience was, however. Nate, Lynden, Trevor, it is not lost on me how generous you were with me and my team. You let me lead and light things my way, taking the time I needed and you didn’t once complain. And you were the ones that patiently waited and stayed up late for multiple nights to finish the film after photo wrapped. I am beyond grateful that I shared a set with such ego-less artists. Sometimes I cry when I leave set because of how well things went. It’s that important to treat the people working with you with the utmost respect. I don’t think I’ll ever forget that.
Thank you teammates Kevin, Mikayla, Alec, Zoe, Wout, Alex and Coleman. And huge thanks to Ian, Edit and Damian for letting us photograph your home studios :’)
WHAT I’M LISTENING TO
Kerri Chandler b2b Chez Damier at Southport / Youtube
United in Flames with Malibu June 1 2020 / NTS
Virtual Dreams: Ambient Explorations in the House and Techno Age 1993-97 / Spotify
The Digi Life by Delano Smith / Spotify