This January, Intel launched its new, convertible Classmate PC at the CES in Las Vegas. Henry Ngan of Studio 3, Inc. in Portland was hired to shoot the new hi tech photo advertising campaign.
The Intel-powered Classmate PC has received worldwide, enthusiastic support. The government of Portugal declared an initiative, providing clamshell Classmate PCs to all elementary school children via their local computer manufacturers and telecom service providers. Telmex, one of the leading telecommunications companies in Mexico, recently announced a donation of 50,000 Classmate PCs to students across the country.
Intel Vice President, Gordon Graylish, noted, “There are 1.3 billion school-age children around the world, and of those, only 5% have access to a PC or the Internet. The IT and hi tech industry has a huge opportunity to contribute to how technology can improve students’ learning and students’ lives.”
Studio 3, Inc. was delighted to be part of the Intel Classmate PC project. Henry Ngan has a few words on how he captures the perfect hi tech photo:
In order for our client, Intel, to communicate their ideas and their offerings to the educational and governmental community, I was tasked with creating beautifully lit hi tech images of their line of Classmate PCs and accessories as product photography. In addition to creating these beautiful images, we were given the task of building an entire set. So… we built classroom sets to put these products in realistic settings in our studio instead of doing this on location. Doing studio photography instead of shooting on location allows more precise control over the details, lighting, and timing in order to optimize the overall look the client is after. We used Speedotron lighting with various light modifiers to create the mood or the beautiful soft product lighting. I captured some of the images with Hasselblad H2 with Imacon Digital back. The others were captured with Canon 5D MkII camera with various lenses.