Client: Haskin Studios

End Brand: ARB 4x4 Accessories

Project: ARB 50 Year Anniversary Series — Africa (Botswana) Official Photography

Year: 2025

Location: Botswana — Khama Rhino Sanctuary · Maun & Okavango Delta · Khwai Concession, Moremi Game Reserve · Francistown

The Brief

ARB 4x4 Accessories Is One Of The World's Leading Overland And 4x4 Accessory Brands, With Five Decades Of Product Built For One Purpose: Getting Vehicles — And The People In Them — Further Into The Places Most Vehicles Can't Go. In 2025, ARB Marked Their 50th Anniversary With A Series Of Special Expedition Trips, Each Designed To Put The Brand And Its People Back Into The Landscapes That Defined It.

The Africa Series — A Seven-Day Overland Expedition Through Botswana — Was The First International Trip In The 50 Year Anniversary Series. Haskin Studios Commissioned Me As The Official Photographer For The Journey. The Brief Was To Document ARB's Product In Context: A Fully Equipped Convoy Moving Through 2,560 Kilometres Of Southern Africa, From Johannesburg Through The Botswana Bush And Back. Vehicles Loaded. Terrain Genuine. No Studio Required.

The Approach

Overland Documentary Photography At This Scale Doesn't Work From The Outside. You Can't Cover A Seven-Day Expedition By Meeting The Convoy At The Highlights. You Have To Be Embedded In It — Moving With The Group, Sharing The Same Camps, Covering The Same Kilometres, And Being In Position When The Light, The Terrain, And The Wildlife Align In Ways You Can't Predict Or Repeat.

I Travelled With The ARB Group For All Seven Days — From Johannesburg To The Khama Rhino Sanctuary, Northwest To Maun And The Okavango Delta, Into The Khwai Concession And Moremi Game Reserve For Three Full Days, And Back To Johannesburg Via Francistown. The Photographic Priorities Were Consistent Across The Route: Vehicle And Product In Terrain As The Primary Subject, The Human Story Of The Trip As The Narrative Thread, And The Landscape And Wildlife Of Botswana As The Context That No Brand Brief Could Manufacture.

The Creative Discipline In Expedition Photography Is Restraint. The Temptation Is To Chase Every Landscape And Every Wildlife Encounter Separately. The Brief Requires Something Harder: Keeping The Product In Frame And In Purpose Without Forcing It Into Every Shot. ARB's Vehicles Are Built For This Terrain. The Photography Had To Show That — Not State It.

Deliverables

• Full Photography Gallery — Complete Documentary Coverage Of The Seven-Day ARB 50 Year Anniversary Africa Expedition, From Johannesburg Departure To Return: Vehicle And Product In Terrain Across The Full Botswana Route, Camp Life, Wildlife Encounters, Landscape, And The Human Story Of The Trip. Delivered To Haskin Studios For ARB Deployment.

Outcome

ARB And Haskin Studios Received A Complete Photographic Record Of Their First International 50th Anniversary Expedition — The Vehicles Doing Exactly What They Were Built To Do, In Terrain That Makes The Case Without A Single Word Of Copy. Seven Days Of Overland Photography Across 2,560 Kilometres Of Botswana: The Khama Rhino Sanctuary, The Okavango Delta, The Khwai Concession, Moremi Game Reserve, And The Road Between Them.