“IBM commissioned me to capture symbolic and metaphoric imagery for various words and phrases, which were given upon the start of each assignment. It was up to me to select how and where in the world to capture them. In the images shown, the word was innovation. The shots needed to feel aspirational and somewhat futuristic in tone, showing the idea of ‘what could be.’ These images were taken in the Imperial Valley in California, where farmers have transformed the desert into fertile and productive land, and in London, United Kingdom, where someone on the London Eye Ferris wheel would have a unique perspective over the city. The campaign took me throughout North America, Europe and Asia.”