Technology can’t replace craft.

Over the past few years, advancements in technology have made some massive leaps. With those leaps means that the tools to do some jobs have become more accessible.

As an industry, we’re now able to do things quicker than ever before. However, we all need to be mindful that just because we have access to various new tools and technologies, doesn’t always mean they’ll give you the best result. Also, sometimes the tools work best when they’re in the hands of a professional.

After all, just because someone can pick up a hammer doesn’t make them a carpenter, and just because someone can pick up a camera doesn’t make them a photographer. In every role, there are skills, expertise, training and experience that should never be discounted.

Sometimes, the ‘old’ way of doing something will give you a better result.

Below are some examples of work we’ve created that employ specialist skills to help deliver a better outcome.


With this shingles awareness campaign, we achieved a superior result through using a consulting doctor and an expert make-up artist at the shoot to create the shingles. There was no re-touching involved.

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With this campaign for sanofi (just core images depicted below)  we employed the specialist skills of a food stylist and professional photographer to produce a solution that could never have been attained through re-touching or the use of CGI.


"When I first started out in advertising one of the first global campaigns I worked on at another agency was for Galderma. I could have wasted a lot of client resource retouching images that still wouldn’t have been ideal. Instead, we used a skilled make-up artist and photographer to capture everything we needed ‘in camera’. Once again there was no retouching involved in this shoot."

Tom - Creative Director, Forte Agency