It’s nice to see a company rolling out some conceptual ads based on traditional photo techniques–an inside look at Foursquare’s “Wet Plate Project.” From the folks at Foursquare:

“This was a project that was going to defy all the rules, the same way snowboarding started,” says Wetplate Photographer Ian Ruhter. “I was determined and set out to do what was deemed the impossible.” The process of making a Wetplate Collodion photo has to be done on location, which requires a makeshift laboratory. Each image is then created by mixing Collodion, iodizes, bromides, ether, alcohol, silver nitrate, ferrous sulfate, and acids while applying them to a metal or glass plate. The final product is a one-of-a-kind original that cannot be matched by any other photographic process of our day.