DUSTIN AKSLAND PHOTOGRAPHED A VARIETY OF ENVIRONMENTAL PORTRAITS IN AUSTIN, TX, FOR SERVICENOW

As part of their effort to establish a new era of photography for their brand, ServiceNow commissioned Dustin to showcase work life, culture, and how ServiceNow celebrates their customers (and their customers' customers).

Dustin was dispatched off to Austin, Texas, to capture the city’s eclectic culture and burgeoning tech scene. Working with a local producer and feather-light crew, he moved among three to five locations a day, ranging from legendary music venues, public parks, and shared workspaces to private homes. The variety of locations provided opportunities to shoot portraits of pre-cast and street-cast subjects, documentary images, and vignettes of the city. 

“'Service Now: Austin' was a unique project, an exciting mix of produced imagery and good old-fashioned hitting the streets with a handful of model releases, wide eyes, smiles, a lot of small talk, and maybe a couple of Lone Star beers,” says Dustin. “The goal was to create empathetic, optimistic, and bold images. The agency, IDW, gave me my favorite kind of brief: ‘Just trust your gut and have fun!’”