Unitron is a global company that designs and manufactures hearing instruments, with their HQ office in Kitchener, Ontario, Canada. They contacted me a while back while searching for a Vienna event photographer. Although I normally focus on tech industry photography, I thought it might be a good exercise to stretch my creative approach by shooting something that’s a bit out of my normal scope.
Before shooting any event, dinner, function, etc., I like to have a view of the company’s website. It gives me a general idea of what they do, but more importantly, how they craft their communications. I’m there to document the event, but I’m also there to help the organizers sell the event. Whether it’s to internal stakeholders or external ticket purchasers, when I’m shooting, I’m always keeping the, “how can I present this event in a way that will help them do it again next year?” thought in mind. And as the company is celebrating their 50th anniversary, I knew these images were going to to be used far and wide, and I had to pull out a little something special.
The flow and tone of Unitron’s corporate web site told me right away that they do serious business, but also communicate in a truly human way. In other words…exactly the type of client I like to work with. Their communication strategy echoes the corporate culture to a T. The Unitron representatives were a great group of people to work with and photograph, and I had a number of interesting conversations with folks from Canada, China, India, Columbia, and Australia.
On a final note, I want to say a word about the Unitron president Jan Metzdorff. I photograph and interact with a lot of business leaders, CEOs, and VPs of this, that and the other. It’s important to gain a general impression of key people at any event, as it will often guide how they should be presented. I was particularly impressed with Mr. Metzdorff’s presence, as he’s a no BS kind of guy, but also incredibly engaging and quick with a joke and a smile.
I watched him throughout the evening, making his way from table to table, spending time talking with, and listening to his team members. What really drove it home for me was when he spotted me out in the hallway during dinner, came up to me, introduced himself, and chatted with me about my cameras and lenses. He didn’t have to engage with me, but he did. This is a man who understands the human connection.
Upon delivering a financials presentation, Jan drove home the, “here’s where we are. And here’s where we want to be in 5 years,” message, and did it in a way that put a smile on listener’s faces, as well as inspired them to join him on this challenge. Hats off to you Jan, as you made a financial presentation interesting to observe. A true feat.
The Unitron Ignite event was a pleasure to shoot, and a big thanks goes out the Pamela Schneider and Maria Cabrera for their excellent communication and organization. Looking forward to working with you again ladies. 🙂
Enjoy, and until the next shoot – Dan