Getty Images Art Director Lauren Catten and Photographer Martin Barraud on the set of their latest creative shoot – demonstrating how classic visual concepts, used widely across business and advertising – can be reinvented with a new twist.

Using balloons to create classic symbols like earth, DNA, a heart and clouds, they demonstrate how a crafted approach, instead of common CGI techniques, can provide a unique and highly conceptual take on often-photographed symbols.

See more images from Photographer Martin Barraud here