Every commission begins with a problem to solve. A brand needs its product to feel cold, or precious, or alive with movement, and the work lies in finding the point where light, liquid and timing meet to say exactly that. Krzysztof Czernecki is a commercial photographer shooting in London, specializing in drinks, liquids and still life for advertising.

His work is equal parts craft and engineering. He builds the light for every set himself, slowly and with obsessive attention to detail, because light is where the character of an image is decided. Years spent studying how liquids actually behave, how they pour, splash, settle and hold a reflection, allow him to plan pictures that would otherwise be left to chance. High speed capture freezes what the eye cannot follow, and immaculate retouching finishes each frame so that it holds together at any size, from a phone screen to the side of a building.

That approach has brought global awards and, more importantly, the trust of agencies and brand teams who return with new problems to solve.