Following the announcement of Project Natick’s Phase 2 results on Monday, the “wild experiment” has seen increased attention as influencers continue to recognise the research is “less crazy than it sounds.” Called a “bizarre idea”, ”wild and creative”, and even “Davy Jones’s data-centre”, the effort has driven articles around the world, spanning a variety of audience types including top press, tech forums, business platforms, policy focused communities, sustainable media and channel press.
The photography and film have also featured on the Microsoft website –
and performed strongly on their blog, YouTube channel, Twitter, Instagram and LinkedIn feeds.
Across all audiences the reliability of the underwater solution was a key point and overall, articles highlighted the project’s overall success and “promising findings” while illustrating Microsoft as an innovator with a customer-led focus. The “high-quality imagery” was noted as a contributing factor to the success of the coverage. Steve Clayton’s (Chief story teller at Microsoft) Friday report commented that “There are a ton of lessons we’ve learned from this experiment that will improve the sustainability of datacentres on land and underwater in the future. I share the story for two reasons beyond the tech though – the first is, it’s just beautifully told story that embraces the power of visuals to draw you in. The second is to celebrate the audacity of the idea”.
Not every assignment has me photographing a research project that is developing a revolutionary approach to an ever-increasing requirement with a sustainably responsible solution. Not every assignment is on the coast in a beautiful part of the world. Not every assignment has me working alongside extremely talented and creative individuals (and teams), that are appreciative of myself.
Microsoft Project Natick was all the above and more. We were working out at sea, on the dock side and in an energy park, on the Orkney Islands and mainland Scotland.
Microsoft assigned Photobanks to capture the retrieval of the underwater datacentre and data analysis with stills photography, drone, and film. Do not get me wrong this was not all plain sailing. Logistically we were at the mercy of the weather, there were major travelling and working challenges to overcome with the current pandemic, and technically this was extremely difficult to capture; flying a drone from a boat out at sea, photographing inside the vessel with a portable flash system and filming interviews on the key side in between ferry horns, seagulls and fishermen.
However, despite all these niggles, I returned to the Airbnb every evening throughout the shoot thinking … I love my job.
To read about the project and see the photos, film and drone pictures –