Cadet Black Series
If there’s one thing I’ve learned over the years as a commercial photographer specialising in transport and industrial machinery, it’s this: very few people would ever describe a woodchipper as “sexy.” And yet, that’s exactly the challenge that keeps projects like this so interesting.
Först is one of the world’s long-standing manufacturers of wood-chipping machines, and many years ago they approached us with a simple but ambitious idea – to take their product photography to an entirely new level. Woodchippers are complex, powerful, highly engineered machines, but historically they’ve often been photographed in a very functional, catalogue-style way. Perfectly serviceable, yes, but not exactly inspiring. Först wanted imagery that reflected the design thinking, engineering quality, and sheer presence of their machines, and that’s where my love of lighting, form, and problem-solving really comes into play.
This month saw us back at Junction 11 Studios in the UK, a space I know well and one that’s ideal for controlling light at a very precise level. We were shooting two brand-new woodchipper models from the recently launched Cadet 6 range, and although they share the same DNA, they are very different machines aimed at very different markets. One was the towed Cadet 6, designed specifically for the US market, while the other was a tracked Cadet 6 that will be sold throughout the UK and Europe.
Now, let’s be honest – a woodchipper doesn’t naturally shout “hero product.” There are no sweeping curves like a supercar, no glossy paintwork designed purely to catch the eye. What there is, however, is purpose-built engineering, sharp industrial lines, and a huge amount of design thinking that deserves to be seen. My job is to take those elements and bring them to life using advanced lighting techniques, careful composition, and a deep understanding of how machinery works and how it’s used in the real world.
Since those early days, I’ve worked closely with Först and Redwood Global to develop a distinctive and consistent visual style for their product photography. That visual stance is now used globally across their marketing, advertising, and promotional material. Whether it’s for corporate websites, brochures, trade shows, or large-scale event graphics, the imagery needs to work hard and stand out in a very competitive marketplace.
We continue to work with Först on a regular basis, photographing a wide selection of their machines in the studio. Först has an extensive and constantly evolving product range, and as a dynamic leader in their field, new models and variations are always in development. At each stage, the photography has to evolve alongside the product – not just documenting what the machine looks like, but communicating confidence, durability, and quality.
Of course, studio photography is only part of the story. While controlled lighting allows me to sculpt the machines and really showcase their design, it’s just as important to show these woodchippers doing what they’re built to do. That’s why we also spend time out on location, working alongside Först staff and professional arborists in real-world environments. These shoots add authenticity and context, showing the machines at work, covered in dirt, doing heavy-duty jobs exactly as intended.
The result is a varied and flexible image library that Först can use across their marketing channels, including the main Först website and international campaigns. It’s a blend of precision studio imagery and honest, hard-working location shots – and for me, that balance is what brings these machines to life.
Woodchippers may never be traditionally “sexy,” but with the right lighting, the right approach, and a deep respect for the engineering behind them, they can be powerful, striking, and visually compelling. A challenge I’ll happily keep taking on.
See more of our commercial vehicle work here.
Behind the Scenes
In studio with photographer Tim Wallace
