Archive for the 'Creative Projects' Category

tonic photo studios partners with IO Data Centers to produce epic imagery

tonic studios has been busy working with IO Data Centers for in excess of 5 years now and has had the pleasure of watching them grow to the forefront of their industry. IO Data‘s Always ON IO Anywhere modular technology allows for an incredibly efficient and secure Data Center infrastructure with maximum flexibility for growth in both scale and technology.

We’ve watched IO grow from a relatively small scale Data Center operation in Scottsdale to a massive provider with facilities in both Phoenix, Scottsdale, New Jersey and plans for more down the road.

Being inside one of the DC’s is truly other-worldly. Powerful technology fills multiple football field scaled spaces in a secure and controlled setting that varies in temperature no more than a fraction of a degree.

Sensors detect any abnormality and systems back up systems to insure there is never a disruption to the services the centers provide. In short, it’s seriously cool!

So where do we come in?  Well, we’ve pretty much shot every aspect of the facility inside and out and most recently (over the past 4 months or so) have worked closely with the marketing team to develop a unique style and approach for presenting IO’s visual content.

I would describe the approach for the imagery to be bright and airy while also bold in it’s depiction of surfaces, tones and textures.  We were really going for a look that would highlight the interest within each space and present a sense of epic scale and high technology.

Check out IO’s website and keep an eye on IO as they continue to forge ahead in the industry.

Patrick Darby

Founder/ Photographer

tonic photo studios

tonic photography work in action!

If you recall our post from mid-July, we highlighted Photographer Patrick Darby’s trip to the Grand Canyon Railway to shoot photos for a wrap which would be installed on the Metro light rail here in the Valley. We recently received a shot of our work in action, riding the light rails over the Tempe Town Lake bridge!

Metro LRV 127 glides over Tempe Town Lake sporting the wrap we helped create.

tonic studios captures classic Arizona in vibrant HDR

We’ve been keeping ourselves busy as summer fades here in Phoenix. In addition to being occupied with client work, Patrick  Darby has been working on an internal project for tonic photo studios. We’ll spare you all the details, but the project recently required a quick road trip to the towns of Cottonwood and Jerome, and he headed over to Apache Junction as well.

Both Cottonwood and Jerome are delightful destinations for Arizonans and out-of-state visitors. Located in the high deserts of northern Arizona, they’re full of interesting history and quirky treasures. Jerome started in the 1870′s as a mining town clinging to the side of Cleopatra Hill, but fell into hard times as the mining industry changed. At one point Jerome was a ghost town with less than 100 residents. It has now reinvented itself as an eclectic artistic community and tourist destination.

Cottonwood was settled around the same time as Jerome, but took a different path to local notoriety. Founded on the banks of the Verde River, the town became known for an adventurous spirit and a lax attitude toward law enforcement. It earned a reputation for having the best bootleg alcohol in the state and attracted drinkers from as far away from Los Angeles. Cottonwood is a quieter and more law-abiding place today, but it’s full of museums and other places to discover Arizona’s past.

So why was Patrick gallivanting around these towns, camera in hand? He wanted to capture images of classic Arizona landscapes and buildings. Since both towns are full of historic places, old artifacts and gorgeous high desert panoramas, Patrick was able to find plenty of subjects for his photos.

He also wanted to work with high dynamic range (HDR) techniques to enhance the textures of his photos. HDR brings a tremendous amount of life and energy to an image. When shooting photos which feature fantastic surfaces like rusty truck bodies and aged wooden wagons, HDR can take a great image and make it pop in ways no other technique can.

Have a look at a few of the images Patrick produced from the road trip and be on the lookout for the full gallery on the tonic studios website and facebook!

tonic on location and in the studio with TASER International

If you’ve been reading our blog for a while, you know that we have a wide range of clients here at tonic photo studios. We’ve photographed food for Flo’s, architecture in downtown Phoenix and a train for the Grand Canyon Railway. One of our longtime clients is TASER International, maker of electronic control devices used by individuals and law enforcement organizations around the world. TASER is headquartered here in Phoenix and they called up Studio Director and Photographer Patrick Darby and the tonic team to photograph Shockwave, a new perimeter control product.

TASER’s primary goal was to create updated images of Shockwave and other products for use in marketing materials. We chose to use two settings for photographing the range of images TASER needed. To capture Shockwave in a realistic setting, we coordinated a photoshoot on location at The Icehouse and followed that up with a session in our studio.

The location shoot involved several players including Patrick, TASER and a local SWAT team. The day was warm and the SWAT team spent nearly seven hours in their gear, but the shoot was successful. Take a look below at few of the images we captured. We appreciate the efforts of the SWAT team and The Icehouse in making the location shoot happen!

Shockwave on location

SWAT team on location

We also brought Shockwave and other products into the studio so we could capture precisely staged photos. Having the products in studio presented far fewer logistical challenges, as Patrick has all of his equipment available to him. You can see some highlights from the studio work below.

Shockwave set up in the studio

Shockwave with remote trigger

TASER X2

Take a look at TASER’s Shockwave page and keep an eye out for the new images to arrive there soon! Also, visit TASER’s Facebook page and have a look at the photos they posted from the The Icehouse shoot.

Inspiration at The Icehouse with tonic photo studios

Here at tonic photo studios, we often get a chance to work on interesting projects. Now that our architectural work at MorDo Ranch is complete, we’ve turned our attention to a new project partnering with TASER International and The Icehouse, a local art, performance and photography space located in downtown Phoenix.

Patrick is especially excited to shoot at The Icehouse, as it’s a very interesting venue from a photographer’s perspective. As the name suggests, it began operation as an icehouse over 100 years ago, producing ice to be used for keeping produce cold while being transported by rail. It has since been used for various purposes and over the past two decades has been a center for art exhibition and experimentation.

Amongst Phoenix architecture, the building is a rare gem. Very few buildings remain from the early 20th century, and fewer still have stood unaltered since their construction. The Icehouse is in that elite category. It has the feeling of a time capsule, unchanged since it was erected in 1910.

The texture of the concrete walls provide fantastic backdrops for photos and the windows add soft, natural light to the scene. The building is a unique space which offers inspiration to photographers who shoot there.

Patrick visited The Icehouse recently for scouting purposes and shot several photos. Their quiet simplicity speaks for itself.

If you’d like to know more about The Icehouse, connect with them via their Facebook page or on their website at http://theicehouseaz.com.

tonic photo studios: arches, light and space… a unique estancia in the desert

On two hundred acres of the far northeast Valley, MorDo Ranch stands as the manifestation of Mort and Donna Fleischer’s dream to fully explore their passions for horses, art collecting and horticulture. At the center of MorDo is their home, a beautiful combination of rustic charm from the Argentinian pampas and the Old World style of Europe.

In the early 1990′s, the Fleischers were searching for inspiration to guide the creation of MorDo’s crown jewel. Their desire was to build a ranch home which was southwestern in its feel, but didn’t rely on the motifs typical of Arizona. The couple found inspiration in books detailing the history and style of Argentinian estancias, homes on vast rural estates which developed on the pampas of South America in the 19th and early 20th centuries. The word “estancia” translates from Spanish as “ranch”, fitting well with the Fleischer’s desire to create a working ranch to be used for raising cutting horses.

Estancias evolved from the early days of European colonization in South America, beginning as large structures which functioned as headquarters for ranching on the vast frontier of the pampas. Raids by native tribes were frequent, causing early landowners to build fortified structures featuring heavy walls and windows with iron grates. Over time, the pampas became more civilized, landowners grew wealthier and architecture became more ornamental. Estancias acquired increasingly European features and gained a stately feel comparable to the great manors of Spain, Italy, France and England. Throughout their evolution, however, estancias retained some common features, the most prominent of which is the mirador, a tall watchtower originally used to alert estancia residents of a raid by natives. Miradors are now decorative features, but are seen on nearly all estancias, regardless of when they were constructed.

MorDo Ranch is an interpretation of the estancia style as applied to the Sonoran desert of Arizona. It was designed by the late architect George Christensen of CCBG Architects in Phoenix and was built in 1995 by Kitchell Custom Homes. The home comfortably blends with the desert north of McDowell Mountain Regional Park, offering gorgeous views of the McDowell Mountains and Four Peaks to the east. To help the structure blend with the surrounding desert vegetation, the exterior of the home is painted army green. Christensen’s design maximizes the surrounding desert and mountain views through its use of arches, passageways and open space to create views to the outside. Although the Sonoran desert provides beautiful vistas throughout the year, the design of the home really shines during the spring when wildflowers bloom throughout the grounds of the estate and create a panoply of color.

In June we wrote about photographing the Fleischer’s impressive collection of Western memorabilia. In the wake of that photoshoot, Patrick was asked to return for a photography shoot which focused on the architecture of the home. He recently completed that assignment and we wanted to highlight a few of the images he captured.

Patrick’s goal in photographing the house was to accurately present the scale and functionality of the spaces found throughout. Thanks to his years of experience with architecture photography, he was able to carefully blend in a controlled amount of artificial light while still capitalizing on the natural light abundant in the home.

A delightful feature which Patrick captured is the view from the main entryway of the house through the foyer and out through the back of the home. All of the doors in this space are glass, providing an unbroken sight line. Standing outside the front of the house, three arches frame the space leading to the front door.

The main entryway of the estancia

The main entryway

Within the foyer, natural light fills the space where the entryway arches can be seen framing the view out to the gate. Even the gate continues the arch motif.

The foyer looking out to the entryway

Looking out through the foyer to the arches of the entryway

Beyond the foyer is the Afrizona room . At this point, the arch motif ends and the room provides a view to the desert beyond through a large rectangular door. The Afrizona room offers its own unique character which blends a classic Arizona room with the art and artifacts of eastern Africa. Donna has traveled to Africa on three different occasions and was joined by Mort on two of those trips. During their adventures in countries such as South Africa, Kenya and Tanzania, they continued to follow their shared passion for collecting. As their African collection grew, they found a home for many pieces in the Arizona room, eventually bestowing it with the moniker it now holds.

The Afrizona Room

The Afrizona Room

The centerpiece of the home is the spacious great room which blends living, dining and entertainment areas into a single open space. Large windows allow natural light to illuminate the room while outside the window, the entryway arches provide a contrasting backdrop to the square motif of the window panes.

The great room of the estancia

The great room with its open feel and large window

At the opposite end of the great room is the dining area, while the staircase to one of the home’s two miradors can be seen. The staircase featured here leads up to Mort’s study, while the other mirador houses Donna’s office.

The great room and dining table

The dining table and a view of the great room

Finally, the master bathroom offers a relaxing sanctuary. Custom carved dark wood cabinets contrast with white marble countertops while the emphasis on natural light carries through from the rest of the house.

Bathtub and counter in the master bathroom

The relaxing space of the master bathroom

Photographing MorDo Ranch was a fantastic project for tonic studios. It offered challenges to overcome, but working with the Fleischers and having the opportunity to photograph such a unique home was an incredible experience.

tonic photo studios getting serious about beer at SanTan Brewing Company

Hot on the heels of our work with Flo’s Asian Kitchen, we were called upon by local brewery SanTan Brewing Company to produce a library of product shots. The brewery needed current photos for use across their marketing and advertising channels, so the tonic studios team headed to Chandler to shoot photos and learn something about brewing along the way.

Studio Director Patrick Darby, production assistant Sara Baldwin and local stylist Ellen Straine set up a studio on location at SanTan’s pub and brewery. During the course of one intense day of shooting, they captured over 100 product shots covering SanTan’s entire line of brews. We’ve included just a few below, but look for many, many more to appear on SanTan’s website and marketing materials.


Spending the day at SanTan was an all-around fun time and we learned a few things about the brewing industry from brewmaster Anthony Canecchia. He’s very passionate about craft beer and is constantly looking for ways to move the industry forward. For instance, he was an early adopter of can packaging for craft beers and is always looking for new ways to pair his brews with dishes created by Dennis Martinez, SanTan’s executive chef. Anthony taught us that in brewing, just like with diamonds, color and clarity are signs of quality. In fact, he’s so in tune with his brews that he needs only a glance to tell if a beer has been brewed to his exacting standards. Head over to SanTan’s website to read about their beers and check out Anthony’s blog for more fascinating brewing details!

While the beer photography is wrapped up, we expect to return to do styled food shots, architectural photography and some lifestyle images for SanTan in the near future. Keep watching for updates when we go back and in the meantime, head over to SanTan to see (and drink) their beer!

tonic photo studios captures food photography for Flo’s

tonic photo studios team has been busy lately with creative projects which have been outside the usual repertoire. Shooting for the Grand Canyon Railway and Mort Fleischer was both fun and challenging and Patrick enjoyed the chance to do some projects which were a little outside the norm. But, food, product, architecture and conceptual are what the phoenix commercial photography studio is known for, so we were bound to return to those at some point. That point arrived when our partners at The Lavidge Company approached us with a food photography project for Flo’s Asian Kitchen.

Flo’s wanted to add imagery to their website which tells the story of the great cuisine, energy and experience which can be found at the restaurant. Lavidge art director Melissa McFarlin turned to us, knowing that we could deliver photos which captured everything Flo’s has to offer.

Patrick, tonic’s food stylist Cathy Marshall and valley phoenix food stylist Ellen Straine spent two days on location at Flo’s, shooting not only food, but scenes of the kitchen staff in action and portraits of Flo herself. It was a great shoot and Flo was an incredibly gracious host. We were able to enjoy several of Flo’s dishes while we were there and all were awesome! We can highly recommend Flo’s as a dining destination after our firsthand experience there.

We’re proud of how the images turned out. They highlight tonic’s ability to capture strong and diverse images which fit into a larger narrative. Once again, we want to thank The Lavidge Company for choosing to partner with us on this project. As always, Melissa and the Lavidge staff were a pleasure to work with.

tonic photo studios photographs one of the largest private collections of Western memorabilia and American Impressionistic Art

One of the great things about tonic photo studios is that boundaries here aren’t rigid. We usually keep our work within four main areas of expertise (food, architecture, people and conceptual photography), but thanks to E.B. Lane and our sister company R and R Images, we recently were presented with an opportunity to step outside of our boundaries and tackle a project which was at the same time unique, challenging and incredibly fascinating.

Local financier and rancher Mort Fleischer and his wife Donna are well-known as avid collectors. Their private collections of American Impressionist and Western memorabilia are among the finest and largest in the world. The paintings are primarily of the California Impressionism school circa 1900-1930, with the artists exhibiting strong influences from the French Impressionists. The Western memorabilia collection features items from the American West, circa 1850-1910. The collection includes saddles, spurs, chaps, rifles, pistols, military equipment and numerous other materials which were a part of life in the early days of the West. In order to document them, we were called upon to photograph each of the four galleries which comprise the Fleischer collections.

tonic studios director Patrick Darby spent a full day in the galleries, taking several images in each. The goal was to produce a comprehensive book which showcases the collection.

Of course, we have a few images from the photoshoot to show you. Images here on the blog don’t do justice to the breadth and scope of the collection, but we can’t discuss a project like this without offering a few pictures to illustrate the work we did.

Saddles and ranch gear in the Fleischer collection
Saddles and ranch gear in Gallery 1, Main Vault 4 of the Fleischer collection: tonic photo studios
Saddles in the Fleischer collection
Saddles in Gallery 2, Lower Barn 5 of the Fleischer collection: tonic photo studios
Military gear in the Fleischer collection
Military gear in Gallery 3 of the Fleischer collection: tonic photo studios

Photographing art galleries is certainly not a typical tonic studios project, but we were delighted to take on this unique and special assignment. It’s these kind of projects which keep work at tonic fresh and exciting. They keep us on our toes and refresh our creative spirits.

Later in the summer, Patrick will be called upon to photograph MorDo Ranch for the Fleischers. MorDo, a combination of Mort and Donna’s first names, is the Fleischer’s home and ranch in northeast Maricopa County and is just as unique as their collection of Western memorabilia. While commercial architectural photography is well within tonic’s usual range of work, we’re sure the MorDo Ranch shoot will be far from typical. Expect to see some great stories and fantastic photos from that shoot in a few months.

If you’d like to learn more about the Fleischers and their extensive collection, take a look at Phoenix Home & Garden’s January article on MorDo and its style.

Beverly Hills meets tonic photo studios

Patrick is on the road, shooting at ILORI’s Beverly Hills location. He nabbed a few pics of the sights on his phone so he could share the experience with us back in Phoenix at the tonic studio hub.

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