The golden shot

3DS airport photo

We were recently given a concrete reason to open some bubbly: a photograph used in an advert we created for Dassault Systèmes had been selected to appear in the Advertising category of Photography Annual 54, published by visual communications magazine Communication Arts.

The work of photographer Erik Almas, the powerful image was used in an advertisement that sought to draw parallels between the aerospace industry, where Dassault Systèmes is well known, and financial services, where the company believes it can have a major positive impact. It was produced as part of the “IF WE” global advertising campaign, and ran throughout 2012 and the first half of 2013.

Erik was also behind the lens for many of the other images used across the campaign, and we continue to use his expertise in our work with Dassault Systèmes.

A key feature of the campaign is the illustration of arresting scenes and futuristic possibilities through dreamlike, artistic photography. We needed a photographer who could work conceptually and produce images that were visually stunning but always believable – even when the subject matter pushed the boundaries of the imagination. Erik’s winning combination of imagination and attention to detail turned out to be exactly what we need.

For a fascinating insight into what goes on behind the scenes in an Erik Almas photoshoot, I heartily recommend watching this short video.


  • Awards
  • Photography
  • Dassault Systèmes