Life through the lens - JAC's photographer in chief speaks
Posted on 16 March 2017 by Andrew McCormack.
The responsibility for making JAC look as good as we do falls to our resident photographer and videographer, Andrew McCormack. We asked him for his thoughts on his role here at JAC, and about some of the challenges he's faced.
As of April 3rd 2017 I find myself having worked at JAC for a year. Time flies.
In the past year, I have produced a catalogue of hundreds of images and produced countless videos. Each day I am faced with new challenges, but I try to take it in my stride - it's certainly nothing compared to when I first started with JAC.
My first few months with the company was an intensive learning experience,; it had to be. Ours is a fast-paced industry, new devices and products are coming out daily. Stepping into an industry you know little about is a daunting prospect for anyone, but luckily, I have landed on my feet. Coming in with fresh eyes was refreshing for myself and for JAC, and I believe we have started to set ourselves apart in how we present the products we offer.
One thing I've always been passionate about is the lifestyle aspect of photography, and bringing this to JAC was an important step for us. It can be hard to try and narrow down vaping products into a specific category, but what it boils down to is the fact they are lifestyle products. They are used daily, in everyday life by millions of people so it is important to show that lifestyle aspect of products.
When I produce images, I am always thinking about the consumer. By keeping in mind the important aspects of each product I can produce a set of images that perfectly showcase the product.
For a taste of some of the great work Andrew has produced during his time at JAC, check out the gallery below.