The landscape of professional photography has fundamentally shifted, with a single stunning image no longer serving as the endpoint of a photographer's work. Instead, that powerful photograph now represents just the beginning of an extensive content creation process that includes video reels, behind-the-scenes footage, YouTube productions, and comprehensive storytelling packages. This transformation has challenged photographers to expand beyond their traditional roles and embrace multimedia production as an essential component of their craft.
German architectural photographer and Hasselblad Master Albrecht Voss recently experienced this industry evolution firsthand during his ambitious Alpine photography project. When the opportunity arose to execute his Hasselblad Masters Awards project in the Austrian Alps, Voss made a strategic decision to invest nearly his entire $5,000 budget into creating a comprehensive multimedia production. He brought aboard Daniel, a video producer with experience in DJI launch campaigns, and Matthias, a seasoned sports photographer, transforming what would traditionally be a solo photography expedition into a collaborative three-person production team.
The project focused on two spectacular high-altitude locations: the iceQ Restaurant, which gained international recognition through its appearance in the James Bond film "Spectre," and the 007 Elements Museum, both situated on the 3,000-meter Gaislachkogl mountain. These architectural marvels, designed by Obermoser Architekten, provided dramatic subjects for Voss's ENLIGHTEN series while serving as the backdrop for extensive video documentation. However, securing access to these locations required months of preparation, particularly for the museum where franchise licensors carefully control image rights and usage.
The production's complexity became immediately apparent on the first morning in Sölden. What would normally involve simply packing a few lenses into a backpack transformed into an elaborate process of equipment coordination, battery checks, cable management, and logistical planning. The team's gear list included Canon full-frame cameras, Hasselblad medium format systems, a DJI Ronin 4D, two Mavic drones, and a complete Syrp slider system. This equipment abundance, while providing creative possibilities, consumed two hours before any actual shooting could begin.
Time constraints presented the greatest challenge during the production. With only two hours allocated for each location, Voss found himself attempting to balance multiple roles simultaneously – serving as both photographer and subject while coordinating ambitious shot lists that included interior photography, nighttime light installations, and comprehensive behind-the-scenes coverage. The presence of tourists further complicated the shooting process, requiring constant adaptation and compromise. Eventually, Voss made the difficult decision to step back from his own photography to allow Daniel and Matthias the space needed to capture their video sequences properly.
The evening brought a shift in focus as the team worked on sponsor content, featuring Syrp motion control systems and Manfrotto tripods. This phase required Voss to embrace an unfamiliar role as both technician and on-camera talent, programming motorized camera movements and repeating sequences multiple times to achieve the desired footage. While initially uncomfortable with this performer aspect, Voss discovered that the experience forced him to release his pursuit of photographic perfection and think more broadly as a storyteller.
Once night fell and the tourist crowds departed, Voss finally had the opportunity to focus on his primary Hasselblad Masters series work. Using the Hasselblad X2D 100MP camera, he created three images for his ENLIGHTEN series, transforming the iceQ Restaurant into what appeared to be a glowing spacecraft against the alpine darkness. The 007 Elements Museum received similar treatment, with strategically placed Aputure MC lighting units controlled remotely via smartphone app, creating dramatic illumination that portrayed the building as a fortress emerging from the barren mountain landscape. Daniel's drone work extended this lighting effect across the entire ridgeline, resulting in a hero shot captured in X-Pan format that became the centerpiece of Voss's Masters submission.
The night proved challenging with thin alpine air, uncomfortable sleeping arrangements on visitor center floors, and the general discomfort of high-altitude camping. However, just before dawn, nature provided an extraordinary gift in the form of a brief but spectacular sunrise that painted the entire sky in fiery red tones. Thanks to the previous day's planning and location scouting, Voss knew exactly where to position himself to capture this fleeting moment. Within minutes, he had created two images that would later become fine art prints available in his shop.
This magical sunrise moment demonstrated the power of coordinated teamwork, with Daniel filming, Matthias shooting behind-the-scenes content, and Voss focusing on his frames, all moving in perfect synchronization. Despite exhaustion from the challenging conditions, the team experienced a sense of gratitude rather than mere work completion, recognizing they had witnessed and documented something truly special.
Reflecting on the intensive 24-hour production experience, Voss identified several key lessons for photographers considering similar multimedia projects. He emphasized the importance of focusing on fewer, higher-quality shots rather than attempting to capture numerous images, allowing sufficient time for storytelling around each photograph. He strongly recommended doubling all time estimates, as every aspect of production – from gear changes to battery replacements, data backups, and meals – requires significantly more time than anticipated.
Organization proved crucial to the project's success, with the team utilizing Milanote to create detailed shot lists that clearly delineated responsibilities for stills, behind-the-scenes content, and sponsor materials. This systematic approach prevented duplication of effort and reduced confusion during the high-pressure shooting environment. Voss also advised photographers to begin with smaller, local productions before attempting ambitious multi-day international projects, allowing them to understand workflow dynamics and identify potential challenges in familiar environments.
Perhaps most importantly, Voss discovered that team chemistry and shared creative energy proved more valuable than expensive equipment. The collaborative relationship between team members, built on trust and mutual respect, ultimately determined the project's success more than any particular lens, drone, or camera system. This Alpine production demonstrated how dramatically the creative process changes when still photography and video production must coexist, with the photographer serving as both director and subject.
The experience required significant energy, meticulous planning, and constant compromise between different creative visions and technical requirements. However, the result was a richer, more comprehensive story that extended far beyond traditional photography boundaries. For Voss, this project represented his first step toward larger, more complex multimedia productions that reflect the current industry expectation for photographers to serve as complete content creators rather than specialists in single-image creation.
