In this article, we would like to share a unique project that kept our team busy for nearly a year. It was a comprehensive industrial photography and still life assignment,partially shot on-location at the factory, commissioned by Telwin Spa a leading manufacturer of welding machines and battery chargers based in Northern Italy.
The goal of the project was to completely revamp all of the company’s product visuals ahead of their milestone anniversary. Their product catalog is extensive, varying significantly in application and scale: ranging from compact battery chargers and welding helmets to industrial workstations standing over two meters tall.
Project workflow: how we managed the shoot
The first phase of the project focused on defining the specific style of imagery required. For each product, we were asked to deliver two primary views: a clean catalog shot and a high-impact advertising (ADV) shot destined for product packaging. To complete the set, we also needed to produce various close-ups of technical and functional details.
The goal of the catalog view was to achieve the most neutral and natural look possible, free from distortion and captured from a slightly elevated vantage point over the product.
In contrast, the advertising shot was designed to emphasize the product, making it look powerful and conveying a sense of brand solidness. To achieve this, we shot the same product from a lower camera angle. This perspective, combined with a wider focal length (wide-angle lens), introduced controlled distortion and increased the sense of depth.
Below are a few examples showing the distinct impact of these two visual styles.
For each welding machine, we collaborated closely with the marketing team to determine which key features to highlight, capturing a series of additional angles for each model. In the gallery below, you can view a selection of the final images, including the required technical and functional close-ups.
All photographs then underwent our professional high-end retouching post-production process, which smooths out surfaces while enhancing material textures. If you would like to learn more about this technique, you can read our dedicated article on the blog.
Product bundles with accessories: flat lay perspective
In the case of product bundles with accessories, we proposed a flat lay perspective. This organized layout ensures every component is clearly distinct, providing an immediate understanding of the complete package contents.
In-factory product photography: setting up the studio for oversized equipment
Since some products were too large to be transported, we decided to move part of our studio into a space provided by the company. We packed up flashes, backdrops, and light stands, filling our cars with gear. We then rebuilt the set right inside the factory and spent an entire week shooting the oversized and non-standard equipment.
Here are a few examples of these large-scale products.
Welding helmets
On the other hand, we photographed the entire range of welding helmets directly in our studio. For these shots, we paid the utmost attention to product positioning, material rendering, and the consistency of the reflections.
Battery chargers and starters
Below are a few examples from the battery chargers and starters range. All product accessories were shot separately and then composited during post-production. This allowed the company’s graphic design department to arrange them freely, adapting the layout to fit the available space in the catalog or any other media format.
