Brian Doben Spans Sydney for Westinghouse's Solar Power Campaign
Brian Doben photographed Sydney-siders in their elements for Westinghouse's Solar Power campaign. "During the whole project, Brian was a joy to work with – understanding and authoritative enough to get things done, but open enough to incorporate new ideas and different points of view," remarked Dave Mullen, founder of Loaf Creative and creative director for the project. "Brian made all of the models feel comfortable in the surroundings, which led to much more engaging photographs. Both myself and the client are really happy with the finals and wouldn't hesitate to use Brian again."
Doben and Mullen first discussed solar energy and the sincerity of the "I have the power ... " tagline that accompanies each ad, and the photographer was soon in Sydney, Australia, casting subjects and scouting locations. He noted that he approached the commission as he does his "At Work" series: "It was paramount to find people I could relate to and have honest interactions with. I spent about three hours with each person, getting to know him or her and shooting." He completed fifteen ads in six days and directed a forthcoming TV commercial.
Pressed to choose his favorite image, Doben picked the "I have the power to use all my energy" advertisement, which shows a boy in his bedroom strumming an electric guitar. "I was looking down on his room and I wasn't seeing the shot, so I put myself in his position to see the magic of his space through his eyes – to him, it was like Shangri-La," Doben noted. "Once I did that, so much beauty came out."