new work – G-tech.
Jim has been working with The Liquid Way on a series of six press ads for G-Tech hard drives. They’re a line of tough, good-looking, Mac-friendly drives aimed fairly and squarely at the creative community – photographers, musicians, filmmakers, designers, animators – so-called ‘prosumers’.
Each ad features a different creative type, telling their story and how various G-Tech drives have become central to the way they work, keeping their precious moments of inspiration safe, backed-up and accessible. Space was tight, so the knack was to get their character and working processes across as economically as possible. The first (pictured) stars the highly rated conceptual photographer Tim Flach, who specialises in fine art portraits of horses, and goes to the ends of the Earth to find them.