It hardly needs stating that technology in the sphere of photography has revolutionized the industry over the past decade. In our contemporary digital environment, far more can be achieved in a day than was previously the case, and this is, of course, expected of photographers as well. Where once around four images per day might have been expected on a shoot, nowadays two or three times that amount is possible, without any compromise in the standard of working. This is thanks to possibilities such as tethering digital cameras to computers – significantly reducing processing times – and effective use of post-production software such as Photoshop.
There are, however, still times when getting everything right during the shoot, and depending as little as possible on post-production, can be of great benefit. We found this recently during a clothing shoot for Mr. Kickz, in which we managed to shoot an entire range of products – totalling around one hundred and thirty five shots – in the space of just six hours. Setting up the studio to achieve natural reflections took time, but as it minimized time spent in post-production, during which we would otherwise have had to add reflections digitally, we were able to reduce our overall workload drastically. And it looks great.
That’s the value of expertise.