Nick Veasey Makes Radiation Beautiful

I’ve often thought that the images on Adobe’s CS Packaging are especially lovely, and now I know how they were made– by Nick Veasey, who employs x-ray techniques in almost all his campaigns and in his personal work. He’s found quite a niche, and works within it well; some images are delicate and colorful, while others are stark and graphic. Clients range from Johnny Walker to ESPN Magazine.

I found a great interview in Nick’s press area with Professional Photographer Magazine; all quotes below are excerpts.  Nick has one of the best reasons I’ve ever heard for why he works with the medium the way he does:

“My girlfriend’s father used to be a lorry driver. At one time he drove
a lorry for a couple of days which contained thousands of cans of
Pepsi, one of which had a ring-pull prize
worth £100,000. I thought I’d try a scam. I decided to hire an x-ray machine from a local
hospital to find the winning can. I never did find it, but it sparked off the ideas for the career I have today.”

“This method really hasn’t changed throughout my career. Clients get
interested in my work before an idea evolves between us, which means
I’m in a strong position to influence art directors when the shoot
arrives. About 25% of my income is re-invested into producing and
distributing new portfolios, going to visit prospective clients and generally market myself. You have to cast your net wide.”

ESPN Magazine

Used to illustrate the NFL players
protective equipment.

Oust – Odour Eliminator Campaign

Oust has hygienic benefits as it kills hidden germs in the kitchen. X-ray
provides a view of all surfaces susceptible to contamination.

“I’ve worked with some real art director wankers, especially in the US. When I travel there I often have to deal with the paranoid nature of the American photography psyche. And I hate the bureaucracy, too.”

Supergrass – Album Cover
Combination of x-rays and photographs of the three band members.

“I started taking pictures when I was about 14 – photography was a cool thing for young people to do then.  I sold a few of my images to a couple of record companies, even though I’d never had any formal training, which inspired me to continue.”

Levis Jeans- Bumprint Campaign
Responding to the brief of “Jeans for Work”, Nick was asked to capture what a doctor wears.

Goodyear Duraseal Tyre
The x-ray provided the ideal method of illustrating the self repairing feature of this truck tyre.

“I really enjoy working alongside scientists in creating images that
utilise different types of equipment.  Some of my best work has come
from listening to those who use the equipment daily and have a thorough
understanding of it.”

White Plains Hospital Bus Wrap
This x-ray photograph of a bus full of people was applied life-size to a New York bus.

(Passengers gawped in amazement and missed their bus. Consequent
complaints meant it had to be withdrawn.)

Jimmy Choo Shoes

Bulldozer – Parker Technologies

“The type of work I do inspires me because it’s simple, strong and I’ve
developed an instinct for it. It’s a bit weird, but I like it.”