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Privacy Filter…



"I really believe that we don't have to make a trade-off between security and privacy. I think technology gives us the ability to have both." - John Poindexter


Privacy has always been at a premium and seems even more so these days with the ever-present electronic devices gracing our personal space. Borrowing from the principles of a polarizing filter for photography, the new flexible, slim, film-like "Privacy Filter" fits over a cell phone or computer screen and was the recent subject of two ads created for 3M via Gage.

The privacy filter allows the user to see what appears on their device and thwarts the gaze of onlookers by allowing light to pass through in the direction of the user and turning dark when viewed at any slight angle. In doing so, this keeps others from potentially seeing something unintended for them. We set up one scenario on a light-rail car to depict a typical commuter setting. For the second scene we used a medical office lobby to demonstrate the necessity of privacy and the efficacy of the screen filter. After a full day of lighting, adjusting the blindfolds on the talent, and shooting the product in use, it’s safe to say the images convey the overall message associated with using the privacy filter.

Always something different... Another interesting shoot with a great crew and agency / client to collaborate with.