The Human Side of Finkl Steel
Behind the Lens: Capturing the Human Side of Finkl Steel’s Excellence
When Finkel Steel approached Wovenlee Studios for a photography campaign, their goal was clear: they wanted to differentiate themselves from competitors by showcasing not only the quality of their products but the people behind them. As a company known for its strength and precision in the steel industry, Finkel Steel wanted to highlight the humanity that drives their operations. This required a campaign that captured the dedication, skill, and personalities of their team in a compelling and authentic way.
The Challenge: Showcasing People in a Product-Centric Industry
Steel manufacturing is typically seen as a highly technical and product-focused industry, where human stories often get overshadowed by the machinery and materials involved. Finkel Steel challenged us to shift the focus from the steel itself to the people who make it all possible. The goal was to demonstrate that, behind every beam and bolt, there are hardworking individuals whose expertise is at the core of Finkel Steel’s success.
We also faced the challenge of creating a visual aesthetic that was bold yet elegant, aligning with the strength of the industry but still capturing a sense of vulnerability and authenticity.
The Approach: Black-and-White Photography with Personality
To meet this challenge, we chose to focus on black-and-white photography, a medium that naturally highlights contrast and character. By removing color, we were able to draw attention to the expressions, body language, and subtle details that might otherwise go unnoticed. The simplicity of black-and-white photography allowed us to create striking images that conveyed both strength and warmth.
We worked closely with the Finkel Steel team to photograph employees in action, from the factory floor to leadership offices, ensuring that each image told a story of dedication and pride. The goal was to show the human faces behind the steel, presenting Finkel Steel not just as a company but as a community.
The Solution: A Campaign That Brings Humanity to the Forefront
The final campaign achieved Finkel Steel’s goal of differentiating their brand by highlighting the people who make their business exceptional. The black-and-white images captured the essence of their team, portraying a workforce that is both skilled and passionate about their craft.
“Wovenlee Studios helped us show the heart behind our operations—the people who make Finkel Steel what it is today. The campaign perfectly reflected the pride we have in our team.” — Finkel Steel CEO