Oxide Brand Shoot | Brand Photography in San Francisco Bay Area

I recently did a brand shoot for a super innovative tech start-up. Oxide Computer company is the first of its kind to design hardware racks with the software baked in. If you have to look up what that means, you’re not alone - haha. I know I had to!

This job was a particularly interesting one to shoot for a couple of reasons. First, it was an education for me. I know NOTHING about how computer hardware is built. Prior to the shoot, as far as I knew, computers are built by taking some microprocessors (still not totally sure what those are or what function they perform) and assembling them on a big piece of metal and then magic stuff happen after that. But while I was shooting, I watched incredibly smart and talented hardware engineers do the painstaking work of making boards (a word a l learned that day, thank you very much) which essentially are the powerhouses of computing. And yes, they were making microprocessors too. I think. ;)

Another interesting part of the shoot was the creative challenge. How do you take a room filled with boxes and wires and folks in black hoodies hunched over equipment and make it all look beautiful? I love these kinds of visual puzzles! Noticing the bold colors, all the tiny and intricate details, and appreciating the wabi sabi of it all made the work space feel kind of beautiful. It was definitely a departure from what I usually shoot but I walked away energized.

I think I also appreciated the buzz of being around so many brilliant minds who were really excited about the work they’re doing. The three founders were milling about and their genuine passion for their little start-up was palpable. Thanks, Oxide crew!!