In commercial photography it is the duty of the photographer to not only provide the client with images that promote but also transform the product into something that captures the attention of the customer. Recently I was given the opportunity to work with Login, Inc. - a provider of Business Voice, Internet and Colocation services in Tucson Arizona. They operate three Data Centers located in Arizona and Colorado - fascinating places only techies can truly appreciate.
Data Centers typically contain racks and racks of expensive, high tech computers and equipment in windowless, secure, cold rooms lit by blinding florescent ceiling lamps and encased in the cacophony of sound from power generators and cooling fans - isolated from the torturous, dirty world outside. Matt J. Ramsey, the Co-founder and CEO of Login, being the astute and artistically sophisticated gentleman that he is - had admired my long exposure astronomical work and knew that such techniques could be used to document his data center for promotional purposes. My job was to make this sterile, self-contained world somehow look beautiful and inviting. I happily accepted the challenge.
Now I had done this sort of thing before - in the darkened studio and out in the desert at night - using shielded flashlights with colored gels to "paint" the scenes to my liking. This is a slow and painful process, as you must determine - empirically - the duration and intensity of the light laid down on the subject. Trial and Error - hour after hour of experimentation for a payoff of just one decently painted and properly exposed image.