Apptronik
Press photography for the Apollo II humanoid robot launch
1-day on-site studio · Photo · 100+ imagesApptronik’s Apollo II humanoid robot was launching with national press attention, and our photographs would be the first look most people got at it.
Robots are hard to photograph well. Apollo II has highly reflective surfaces that blow out under the wrong light, and it has no expression to work with, so its presence has to come from composition and lighting.
Instead of moving a one-of-a-kind prototype, we built a studio on site at Apptronik with a seamless backdrop and a full lighting rig. We lit the polished joints and panels to show detail without hot spots, then shot full-length profiles along with close mechanical detail.
We delivered more than 100 high-resolution finals. They ran across Apptronik’s website and launch channels and supported months of coverage after the announcement.
- 100+ high-resolution retouched images
- Hero shots for press kits and media distribution
- Mechanical detail and full-length studio photography
- Images for investor and internal marketing materials
- A studio built on site so the prototype never had to move
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