Taking photos for the global launch.

I directed the photography for the official launch photos. The secrecy was the highest I’ve ever seen, but the real challenge was the approval process. The regional HQs down to the product engineer in Tokyo had to agree on the final selects. Everything from shadows to reflections to kinks in the cables were scrutinized, retouched and reviewed. 

And sometimes we would start all over again as the product changed when the engineers in Japan made tweaks to the product's form factor. All of the photos were used for presentations on stage, PR, retail, online, packaging, social media....