I had the pleasure of flying to New Jersey for this particular shoot! This company builds these massive refrigeration systems and ships and installs them world wide. It’s no small task to build these large skid systems to refrigerate an entire warehouse of food and perishable items. Industrial photography is a challenge simply because what you are shooting is a large machine and generally not very attractive. It is the photographers job to find an interesting way to tell the story of these massive machines and make them attractive all at the same time! Sometimes its very hard to showcase “a cold room” per say because in the end that is what the final product is for this client. However the process, knowledge and expertise of this company is what truly sets the apart from their competition, so that is what we tried to focus on.