In the world of commercial photography, standing out requires more than just technical skill—it demands a unique vision. In this interview, we explore how Maxine Lock masterfully blends nature, products, and minimalist aesthetics to create conceptual images. From the inspiration behind slicing open glass bottles to the challenges of balancing art with commerce, discover the creative process that pushes the boundaries of traditional product photography.
Your work combines nature and branding in such a unique way. What inspired you to blend products and produce in your photography?
I have always had an interest in food photography. I would love to photograph the food items itself, and use other ingredients to compliment the main subject. Moving on from there, I started having an interest in product photography as well, and decided that this was a good addition to the services that I'm able to offer clients. A lot of the products that I do photograph, are able to be combined with food items, using ingredients to compliment the product and the image itself.
In your series, you slice open glass bottles and fruits to reveal hidden connections. How did you come up with this idea, and what message are you trying to convey?
I was inspired by another image that I had seen years ago, with a similar concept. I wanted to try it out, to see if I was able to create something similar. After several attempts, I was able to create the vision of the image that I had in mind.
Your clean, minimalist compositions are striking. How do you decide on the balance between realism and abstraction in your work?
I believe that art should have a bit of abstractions in it. This catches the eyes of the viewer. However the image should still have some realism to it, especially in terms of promoting the product in the image.
Your series blurs the line between product and nature. How do you see this relationship evolving in the commercial world of branding and packaging?
A lot of products in this day and age contain environmentally friendly ingredients, whether it's ingredients used in cosmetics or the alternative packaging used in wrapping the food items. Companies that are environmentally friendly do wish for the message on this to be passed on. Therefore when it comes to assisting with the branding, the play with nature in the images really helps the company send the message. This could include complimenting the products with fresh and vibrant ingredients, or adding greenery to the background of the image, all while ensuring that the product itself stands out.
The fusion of fruit and product labels is visually captivating. What challenges do you face in making these conceptual images come to life?
There are a few challenges while trying to make the images come to life. One of the biggest challenges is understanding how the light would affect each part of the image. Even though all parts of the image are actual images of the product, fruits and labels; it does require the use of photoshop to combine these parts together to create the one image. Understanding how to light each part of the image, keeping in mind the vision of the final image, does get tricky. When doing this, you need to remember how the light would reflect off the surfaces, and how it would impact the other parts of the images, particularly the shadows it casts. A few practice shots, and some trial and error beforehand, does help ensure that the final image turns out how it has been envisioned.
When working with brands, how do you approach the intersection of art and commerce, especially in projects that push creative boundaries?
When it comes to commercial work, it is important with both aspects in terms of art and commerce. It is important to create a sense of art, to stand out from the crowd with a unique vision, however it is also important to retain a sense of commerce, especially when it comes to the product itself. Whether it's food or product, this is the main focus of the image and it is important that the main subject be as untempered as possible, as this is still based on advertising the product.
Your minimalist style really stands out. How do you ensure that your work stays fresh and different from other commercial photography?
The styles or trends of photography are always changing. It is important to stay true to your own styles, however a lot of commercial work can be based on the current trends. I believe that the best way to stay fresh and different, is to incorporate your own style into the current trends.
How has Production Paradise helped you showcase your work and connect with clients who are looking for more unconventional approaches to commercial imagery?
Production Paradise has opened a much wider-range of potential customers than what I'm able to get in touch with just by being active in Australia. I believe every creative listed on Production Paradise has their own unconventional approach to commercial projects, and this has allowed customers to view all of the potential creatives all in the one place.
What do you think platforms like Production Paradise offer to artists who want to experiment with the intersection of nature, branding, and creativity?
I believe that Production Paradise does offer exposure to a wide-range of customers throughout the world. Prospective clients are able to view your work that you have displayed, and get access to your website portfolio and contact details easily. From here, prospective clients are able to view any new or existing images that are created, whether it be personal work or work created for a project.
How do you adapt your creative vision when working with different brands, especially those that might be more traditional in their approach to advertising?
Every photographer has their own creative styles. If a brand approaches me to discuss the creative projects they have in mind, it’s usually because they’ve previously viewed the work I tend to explore and have this in mind when we discuss the projects they wish to pursue. However, on the other hand, when I'm approaching a client, especially one that may have a more traditional approach to advertising, I would usually prepare a portfolio with images that I have previously shot, that may be more in line with the client's views on advertising. I would then speak with the client to better understand their views and approach to their advertising needs.
Looking ahead, what kinds of projects or themes are you excited to explore in your photography?
I have a few projects in mind that I would definitely like to explore. I would like to push the boundaries on learning, and practicing more advanced lighting techniques; especially when it comes to photographing tricky objects. I would also like to explore adding a sense of movement into my images, either by exploring combining people into my images, or by combining liquids or other ideas to create the sense of movement.
What personal or professional goals are you working towards as you continue to push the boundaries of commercial and conceptual photography?
I believe that connections within the photography industry are very important. As a professional goal, I continue to attend events, and to meet other creatives within the industry, in order to continue to learn from others. I'm also dedicated to continuing my learning journey, to ensure that I stay sharp, improve my photography techniques, and to continue growing.
You check out more of Maxine's work on Production Paradise and her website.
