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Collaborating Artist: WING SHYA
Art Direction, Set Design
Innovation is more than just functionality—it’s an art form shaped by precision, research, and creativity. This campaign highlights the artistic side of technology through striking photography, showcasing how tech blends sophistication with beauty. Each image draws inspiration from the elegance of groundbreaking design, proving that technology is more than a tool—it’s a visual and creative masterpiece. By redefining how we perceive innovation, we aim to inspire a deeper appreciation for the artistry behind the tech that shapes our lives.
Wing Shya's light abstract photography style adds a unique dimension to the campaign, offering a fresh and innovative approach to capturing the tech products. Shya’s penchant for experimenting with unconventional techniques such as intentional camera movement, macro photography, and playing with light and shadow, aligns with the campaign's spirit of creativity.
His focus on light not only enhances the visual appeal of the tech products but also emphasizes the ongoing journey of innovation over time. By pushing the boundaries of traditional photography, he creates striking abstract images that transcend the traditional object, with a focus on colour, form, and composition. Shya’s approach of a nuanced portrayal of these tech products, combined with the innovative narratives of the tech companies, will showcase their innovation as a powerful art form shaped by precision, research, and creativity that go beyond functionality.