The Client and Their Brief
Europlacer designs and manufactures high-performance SMT pick-and-place machines used by electronics manufacturers around the world. Their machines are large, highly engineered systems, so the photography needed to communicate both their scale and the precision behind their design.
The brief was to create a consistent library of industrial product photography for brochures, websites and marketing materials, alongside detailed close-up images that showcased the engineering and flexibility of each machine. As every model forms part of a modular range, consistency across the entire image library was essential.
What We Did
Photographing industrial machinery presents a challenge before the camera even comes out. Machines of this size aren’t easily transported to a studio, so instead, we bring the studio to them.
Our work with Europlacer has taken us from their headquarters in Poole to their manufacturing facility in Rocheservière, France. For each project, we loaded a van with cameras, lighting, grip equipment and large acrylic sheets used to create genuine reflections beneath the machines—producing a premium finish straight out of the camera rather than relying solely on post-production.
Once on site, the first task was finding the right location. We needed enough space to build a temporary studio while allowing the machines to be moved safely into position for multiple angles.
Although we were working hundreds of miles from home, our process never changed. C-stands, Profoto lighting, our Nikon tethered to a Mac—we built exactly the same studio environment we’d use at DE Studios, just inside Europlacer’s factory.
By carefully controlling the environment and keeping our lighting consistent, we were able to photograph every machine in exactly the same way, creating a cohesive image library across the entire product range.
Each machine was captured from a series of predefined angles, including front, three-quarter and open-door views, along with images featuring technicians operating the equipment. This consistent approach made it easy for Europlacer to present every product in a clear and professional way, regardless of when or where it was photographed.
With the core product photography complete, we turned our attention to the engineering details. These close-up images reveal the precision and complexity inside each machine, helping prospective customers understand not just how the products look, but what makes them so capable.
Back in the studio, every image was carefully retouched, clipped and finished on a clean white background, ready for use across print and digital marketing.
How It Looks
The Results
The final image library gave Europlacer a consistent collection of high-resolution industrial product photography that could be used across their website, brochures, technical documentation and sales material.
By combining clean packshots with detailed engineering imagery, the photographs communicate both the scale of the machines and the quality of their design—helping Europlacer present complex industrial products with clarity, consistency and confidence.
The photography has become a consistent visual library used across Europlacer’s website, printed brochures and sales material, helping present a complex range of machines with a unified look across multiple markets, in Europe and World Wide.
