When Energy Logic asked for a creative illustration of the benefits of using a heater which takes used motor oil to produce heat in auto-shops, clearly the answer was half naked mechanics enjoying their new-found heat. Hearing of this comedic approach, photographer John Fulton jumped at the opportunity. “I knew I had to land this project. Speedo-clad mechanics?! Awesome.” But he says that they didn’t want to make a joke out of the mechanics: “They are the target market for our client after all.” While the content of the images would draw attention on its own, Fulton’s job was to create a space that looked real but didn’t take away from the talent like most busy mechanic’s shops might. “My approach to interior spaces typically involves painting swaths of light shot by shot in the scene to accent and direct the focus as I want with total control.”

Then the retouching part of the project became important. “I wanted detail throughout but it needed to fall away into the background. Each image required about 30-40 separate shots to make the final images. I’m a strong advocate of keeping the vision consistent from concept to final, and for me that means always retouching my own work.” Throughout the project, the uninhibited models added flavour to the set. “Not one person changed out of their swimwear between shoots, even during lunch, for better or for worse.”

Photographer: John Fulton; johnfultonphotography.com; Campaign: Energy Logic – Speedo-clad mechanics; Agency: Lewis Communication; Art Director: Robert Froedge; Copy Writer: Gary Brandon; Designer: Jeff Porter; Retouching: John Fulton