MW-Ford_Brand_60-99.qxp 24/7/06 11:09 am Page 60 Close-up photography As an invitation to the consumer to scrutinise the vehicle, close-up shots must be clear and precisewith no ambiguity. They should communicate passion in the detail, through quality, craftsmanship, attention to detail and design of form. Every detail shot must exude craftsmanship and precision, whether performed by man or machine, and promise the emotion of pride and the reward of choosing Ford. 60