Wu had previously worked with agency Muhtayzik Hoffer on award-winning ads for Audi USA that showed desert locations in Utah at night. And, he adds, “I enjoy being able to adapt the way I create my own art to project, and also collaborating with the art directors and creative directors themselves.” Can you do this for our product?’” Adapting techniques to photographing different subjects and different environments enhances his personal work, he says. When the ads he shoots are successful, “a lot of people take notice and then another company will say, ‘We liked this. “Creatives regularly ask me to do a version of my personal work for commercial jobs,” Wu says.
His images have caught the attention of advertising clients who also want to show their products in a new light. “It’s about presenting familiar things in a new light.” By illuminating a desert canyon or capturing a halo of light drawn above the peak of a mountain, he invites viewers to look harder at landscapes they may have seen in numerous photos. “I use a technology to create the work, but I’m interested in using it in a way that it was never designed to be used,” he notes.
In his “Lux Noctis” series, he used drone lights to illuminate canyons and buttes at night.
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In his personal series “Aeroglyphs,” he has used long exposures to capture the patterns made by lights he’s attached to a drone and sent flying in a formation over a stretch of calm ocean. Photographer and filmmaker Reuben Wu is in the enviable position of landing commercial assignments that are inspired by his personal work. Creatives: Joel Kaplan, executive creative director Justin Hargraves, art director Reilly Schlitt, copywriter
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