ALTPICK.COM

If you think you know what X-Rays are all about, then look at the extraordinary work produced by Gustoimages and think again. Delicate, beautiful and completely unlike conventional forms of photography, the commercial edge provided by this unique medium has been proved by advertising commissions from blue chip companies of the like of Heinz, Marks & Spencer and Credit Suisse Bank.

"We aim to turn the banal and ordinary into the exciting and appealing," says Hugh Turvey, co-founder of Gustoimages which he runs alongside his partner Artemi Kyriacou. "The challenge is to understand the object that is to be X-rayed in its density terms, and not on how it looks from the outside - we want to capture structure, form and function."

The company has been producing specialised photographs from as early as 1994, with a stronger focus on X-ray imagery since 1999.

Almost anything goes: toasters, flowers, bags, toys, vacuum cleaners, light bulbs or even football boots; Gustoimages has been scoring with its unusual approach since realising the sales potential and commercial viability everyday objects could have in the global advertising, editorial and design markets.

"In 1996 we were asked to supply an X-ray image of some broken bones to an independent record label," recalls Hugh. "Feeling this type of specialist imagery could prove successful, we contacted the SPL (Science Photo Library) which led to the production of an extensive series of X-ray shoots of everyday objects, later published in The Observer Magazine in April 1999."

The duo intrepidly followed this path to the point where images were in demand both at home and internationally, with buyers ranging from leading advertising agencies to publishers.

"By the end of 1999 our X-ray shots were selling globally, some through agents from the SPL. Our lucky break came when our work was spotted by an agency in Switzerland who saw the potential for one of its clients - and that client turned out to be none other than Credit Suisse bank!"

Artemi explains: "The aim of the concept was to exploit an extremely innovative and visual approach for the financial world to create maximum impact for Credit Suisse. The look - or to be more precise the X-ray technology used - guaranteed the bank a unique angle for its customers. Choosing X-ray imagery gave its customers an unexpected insight into some of the everyday things that surround us."

Numerous industry commendations throughout recent years include a Highly Commended accolade in the 2004 Visions of Science Photographic Awards; winner of a Grand Prix prize at the 2003 London International Advertising Awards; a Bronze in the TV and Cinema Commercials category in the 1999 8th ITVA Festival in K�ln; and a prestigious Best Fashion first prize in the 1999 Campaign Press Advertising Awards.

Bizarre and poetic as it may seem, Gustoimages' work is the result of a strictly scientific process in which radiographic photons are burned through an object onto film.

Most photographers at the top of their game end up learning a lot about optics and chemistry by way of the creative process and printing; Gustoimages has had to go farther in its research of radiography, discovered over a century ago by German physicist Wilhelm Konrad Roentgen (X-rays were so named because scientists at the time knew absolutely nothing about the nature of radiation; 'X' is the mathematical shorthand for 'unknown').

Unlike conventional photography, where surface texture and light reflection are all-important, Gustoimages' challenge lies in gauging the density and structure of its subjects; the denser the material, often the whiter the image reproduction.

Clearly, the manner in which the X-ray technique can transform an everyday object into powerful image can provide extraordinary creative opportunities for designers and budding art directors searching for fresh ways to show products or depict concepts.

Stripped bare of eye-catching surface elements like colour and texture, objects portray surprising internal structures. An orchid becomes a ghostly amalgam of complex geometry; a modern vacuum cleaner reveals a intricate electronic maze. "I want people to think twice about what they're looking at," says Hugh.

Aside from the technical aspects of this working process, Hugh and Artemi have been required to develop a different eye. Assessing suitable subjects means thinking about what's actually inside them and how to present them to their best effect.

They're not so much looking at what's photogenic as what's X-raygenic: assessing the invisible aesthetics of objects is the secret to success, and shooting these images in such an unusual manner is ultimately about assessing the optimum angle to get the right densities and the most appealing internal shapes.

Hugh goes on: "One of the images we produced was of an old-fashioned toaster - in our experience older technology has more internal interest because there's actually not much inside a modern toaster - which was dismantled before we X-rayed all the individual components using a small medical X-ray machine.

"It took about two hours to shoot all the pieces because it's such a complex procedure... the set-up is similar to how you would use a Rayograph, but instead of a light source there's an X-ray source which employs electromagnetic radiation with a very short wavelength and very high energy. The process is a close cousin of conventional photography and is also sometimes known as shadow photography.

"There's no aperture adjustment, which means the process has limitations, but with a combination of X-ray and traditional photography, there's always a way to get the final product clients seek."

Artemi says it's an important part of Gustoimages' philosophy to combine the two processes.

"Traditional photography works well because clients like us to capture surface information such as logos and text to layer back into the image, which helps viewers better understand what they're looking at."

Artemi explains: "It works well because you can see a traditional image as well as being able to see through the surface. There's a real skill involved in penetrating the outer shell of everyday objects to reveal qualities that would otherwise be hidden from view."

Not surprisingly, Photoshop plays a big part in Gustoimages' finished products: "Without Photoshop and the layering process we'd be stuck," admits Hugh, "so it's essential in our line of work to have a strong grasp of imaging software to produce what can be achieved.

"The amount we use Photoshop really depends on the subject's shape and size, while keeping in mind the final result required by the client. The most important things are knowing how to digitise the X-ray film; piece together the film if there's more than one sheet; balance and clean the image once it's been pieced together; colouring - one of the most difficult parts - which can vary from a couple of layers to over 50 if we're using the more complex techniques; and checking the required image size is ready to burn to disc for client delivery."

But what about the danger factor? After all, it's a well-known fact that men are more likely to develop testicular cancer if exposed to areas of high radiation. Not surprisingly, the machinery Gustoimages' uses are the ones with the industrial-style yellow warning signs littered over them.

"Our undertakings do prove physically risky, so it's always advisable to wear a standard lead apron, lead-lined rubber gloves and lead ply protective screens," recommends Hugh.

Hugh and Artemi spend most of their time shooting with specific equipment in laboratories and hospitals, wearing lead-lined gear to protect them against radiation. The X-ray machines are sealed within a separate control room and surrounded by a protective screen, while the radiation dissipates over distance, thus reducing the threat.

A few years ago Gustoimages was asked by Nissan to X-ray one of its cars in an MOD-owned quarry in Wales, which used to be a military testing ground.

"It had these in-built concrete bunkers and looked like something out of a sci-fi movie. It would have proved a really difficult job because rather like piecing together a huge mosaic, we would have had to piece together lots of 14x17 inch segments to cover the whole area of the car.

"In the end we lost the commission because the cost was too much for Nissan, who stuck to its original plans for the car using 3D illustrations instead. Money is usually a defining factor and sometimes a drawback when it comes to being commissioned; because the X-ray marketplace and community is so small, the production costs prove very expensive."

Not surprisingly, Gustoimages realises the importance of marketing its services effectively. Breaking into today's market is one thing, but surviving is just as tough.

"This has changed throughout the last couple of years, however, because our most successful marketing tool in recent times has been our website. We've spent many painful hours developing it and we've managed to achieve a pretty high ranking with search engines through strategic key wording, strong links, and the use of statistics software... not forgetting a bit of luck, of course!"

So, what are Gustoimages' plans for the future?

"Our philosophy has always been to work collaboratively and we're always looking to bring others under our wing to generate new ideas," concludes Artemi. "We plan to extend our online portfolio with our gallery that promotes science-based imagery. New images must be created all of the time to make the gallery profitable, which requires great discipline."

Clearly, the technical challenges of shooting X-ray are enormous, though the rewards seem very worthwhile, not just for Gustoimages but for its clients, too.

Unlike many photographic genres, the word 'glamour' is not the first that springs to mind. Neither is the phrase "Okay - let's do the interview where you work"; I half expected Hugh and Artemi to crackle with a static yellow aurora when I interviewed them.

"As long as you're careful," finishes Hugh, "it's pretty safe. And one of the good things is that art directors often don't stand next to you when you're taking the shots."

Small wonder, it seems, that Gustoimages is picking up so many desirable commissions.