Everything we use was once someone's idea. Before it came to life, people thought about it day and night, and dreamed of what it could become, whether it was big or small.

My years in advertising taught me how much the image of a product means to the people behind it. It is like their child, and they want it to be seen at its very best.

So I try to stand in their shoes, and capture what they hope for and what they dream of. A good image can do more than show something. Look closely, and it feels as if you could smell it, and taste it.