When the Deloitte Review assignment to photograph Sidewalk Labs CEO Dan Doctoroff landed, we knew up front that access to Dan would be a challenge. Like most people whose resume includes titles such as Deputy mayor of NYC, and former CEO and Director of Bloomberg LP, Dan’s time is highly managed. Not surprisingly, we were granted 30 minutes with Doctoroff at his Sidewalk Labs office in the glistening new 10 Hudson Yards high rise located in Chelsea.
Sidelwalk labs is reimagining how technology can impact the way we live in cities. It was critical to me that we found a way to portray Dan as a visionary, boldly paving the way to a new future in city living. The real challenge for us was how do we connect Dan to the city while being confined in an office, a situation made worse by the fact that the partially finished building’s windows were recently installed and streaked with dirt and grime. The solution – clamp on 3 stops of ND, crank open the aperture and let a shallow depth of field blur the widows for a background plate, then massage in a dreamy sky from my recent honeymoon in Tanzania.