Critical Tortoise commissioned for Achillesphysio

Newcastle-upon-Tyne-based Crutes la Mar commissioned photography by Critical Tortoise for the stationery and corporate literature for client Achillesphysio, formerly Achilles Physiotherapy Clinics. ‘Physiotherapy clinics tend to play on the clinical treatment side of things, which invariably leads to a cold and austere image [which is] in contrast to the warm, friendly and homely service actually provided. We wanted to capture the physical beauty of the human body and so used tinted black and white prints to produce a series of soft and warm images’, says Crutes La Mar’s Duncan Crute.

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