ServiceNow

ServiceNow set out to redefine its brand’s visual language and enlisted Dustin to create a vibrant image library that highlights the essence of work life, company culture, and how they celebrate their clients.

Over the course of two days in Austin, TX, Dustin and a minimal crew, supported by a local production team, explored a wide range of settings that showcased the city’s eclectic culture and thriving tech scene. They navigated various locations each day, including iconic music venues, private homes, shared workspaces, city streets, and public parks. This diverse backdrop provided the perfect environment to capture a mix of pre-cast and street-cast subjects, resulting in a dynamic blend of individual and group portraits, technology-focused shots, candid reportage of the city’s character.

The ServiceNow - Austin project stood out for its seamless mix of produced scenarios and the spontaneity. Equipped with a stack of model releases, wide eyes, genuine smiles, plenty of small talk, and perhaps a couple of Lone Star beers, Dustin was prepared for anything. The agency, IDW, granted him the creative freedom to follow his instincts with the simple brief: “Trust your gut and have fun!” The goal was to create images that felt genuine, optimistic, and beautiful, and Dustin is proud of how that vision came to life.