ARCMAN

ART DIRECTION
BRIEF

Entrepreneur Jamie Doak owns Arcman, a fabrication and metalworking company. A traditional labour intensive industry, steel work doesn’t sound sexy, but Jamie and his team live and breathe welding under the motto MAKING METAL WORK, and he was determined to showcase the raw talent and exquisite craftsmanship in his business. He commissioned a series of photographs that would line the corridors and offices of his HQ in Perth and prove there’s beauty and passion in metal craft.

SOLUTION

Putting the sexy into welding was actually easier than you’d think. We created an evocative black and white series of images depicting the different parts of the process and capturing his experts at work.

The photography, courtesy of Malcolm Cochrane, was stunning. You can see for yourself the dynamic images of sheer craftsmanship, shot with perfect lighting, capturing the raw beauty of metal. Don’t underestimate the challenge of lighting fire and sparks in photographs like this — it truly is an art.

RESULT

A series of images that could hang in an art gallery, a brief delivered in true style. They were impressed.

“We’ve been working with the loft for more than three years and in that time they have helped us to develop our values, brand our company and assisted with a series of different communications. It’s always a pleasure to work with them and see what magic they will create next. The team is inspiring with their creative talents and how they pull it all together to make sense. The photography works, in particular, have been a great help as they look fantastic and we have used them for a wide variety of activities. Highly recommended.”

Jamie Doak, Managing Director of Arcman Ltd