Originally conceived as a Christmas present for John Winzeler from his staff, this image proved so popular that large poster-sized prints were commissioned to decorate the walls of the company offices and Mr. Winzeler's residence.
The gear assembly was first created in studio and photographed on 4x5 color transparencies. Files from scanned films were assembled against a radial-blurred background in a variety of colors, resulting in the image shown here. The type, in the distinctive Futura face made famous by the long-running vodka ad series, was dropped in last.
No connection with the Absolut Vodka ad series or the House of Seagram is either expressed or implied in this nod to the look of their advertising.