CASE STUDIES
  • Go big or not at all

    Jim Garner, one of the world's top wedding photographers thinks Phase One digital backs are an integral part of his success. Michael Roscoe finds out why...

    Go big or not at all

    Jim Garner, one of the world's top wedding photographers thinks Phase One digital backs are an integral part of his success. Michael Roscoe finds out why...

    Read moreDownload pdf
    Jim Garner wedding photography | IQ180
  • Where the Smart Money Goes...

    Investing in IQ Phase One gear turned out to be a savvy financial and creative investment for renowned wedding photographer R.J. Kern. He explains why to Michael Roscoe...

    Where the Smart Money Goes...

    Investing in IQ Phase One gear turned out to be a savvy financial and creative investment for renowned wedding photographer R.J. Kern. He explains why to Michael Roscoe...

    Read moreDownload pdf
    R. J. Kern, www.kern-photo.com
  • A Format for Success

    Can buying a medium format camera system improve your business prospects? Find out why two action photographers think it’s been a key component in their success.

    A Format for Success

    Can buying a medium format camera system improve your business prospects? Find out why two action photographers think it’s been a key component in their success.

    Read moreDownload pdf
    Alex and David shooting with Phase One
  • Only One Camera System

    Michael Roscoe finds out that only one camera system can truly satisfy award winning photographer Jeroen Hofman.

    Only One Camera System

    Michael Roscoe finds out that only one camera system can truly satisfy award winning photographer Jeroen Hofman.

    Read moreDownload pdf
    Jeroen Hofman case study
  • Dance Photography

    Adrian Weinbrecht is an Australian-born professional photographer living in London. He says: "To be successful as an advertising photographer, you need to be positive, resourceful and command a presence..."

    Dance Photography

    Adrian Weinbrecht is an Australian-born professional photographer living in London. He says: "To be successful as an advertising photographer, you need to be positive, resourceful and command a presence..."

    Read more
    Adrian Weinbrecht
  • The Surreal World

    Miss Aniela is representative of an exciting generation of truly 21st century photo-artists – with no formal training, this self-taught, new breed of photographers has risen to prominence through the power of the Internet via the photo sharing website Flickr.

    The Surreal World

    Miss Aniela is representative of an exciting generation of truly 21st century photo-artists – with no formal training, this self-taught, new breed of photographers has risen to prominence through the power of the Internet via the photo sharing website Flickr.

    Read more
    Miss Aniela
  • Black & White in Perspective

    Peter Steinhauer lives for black and white. He loves the aesthetic, the quality and all the history associated with the medium.

    Black & White in Perspective

    Peter Steinhauer lives for black and white. He loves the aesthetic, the quality and all the history associated with the medium.

    Read more
    Peter Steinhauer
  • Turning Medium Format

    Jerry Ghionis stamps a recognizable and unique style and his versatility extends to the wedding, portrait and fashion fields.

    Turning Medium Format

    Jerry Ghionis stamps a recognizable and unique style and his versatility extends to the wedding, portrait and fashion fields.

    Read more
    Jerry Ghionis
  • Step One for Medium Format Weddings

    Jerry Ghionis familiarises himself with the Phase One P 40+ back in preparation for a busy Australian wedding season.

    Step One for Medium Format Weddings

    Jerry Ghionis familiarises himself with the Phase One P 40+ back in preparation for a busy Australian wedding season.

    Read more
    Jerry Ghionis
Next case
OVERVIEW

All case studies

Jim Garner wedding photography | IQ180

Go big or not at all

Jim Garner, one of the world's top wedding photographers thinks Phase One digital backs are an integral part of his success. Michael Roscoe finds out why...

R. J. Kern, www.kern-photo.com

Where the Smart Money Goes...

Investing in IQ Phase One gear turned out to be a savvy financial and creative investment for renowned wedding photographer R.J. Kern. He explains why to Michael Roscoe...

Alex and David shooting with Phase One

A Format for Success

Can buying a medium format camera system improve your business prospects? Find out why two action photographers think it’s been a key component in their success.

Jeroen Hofman case study

Only One Camera System

Michael Roscoe finds out that only one camera system can truly satisfy award winning photographer Jeroen Hofman.

Adrian Weinbrecht

Dance Photography

Adrian Weinbrecht is an Australian-born professional photographer living in London. He says: "To be successful as an advertising photographer, you need to be positive, resourceful and command a presence..."

Miss Aniela

The Surreal World

Miss Aniela is representative of an exciting generation of truly 21st century photo-artists – with no formal training, this self-taught, new breed of photographers has risen to prominence through the power of the Internet via the photo sharing website Flickr.

Peter Steinhauer

Black & White in Perspective

Peter Steinhauer lives for black and white. He loves the aesthetic, the quality and all the history associated with the medium.

Jerry Ghionis

Turning Medium Format

Jerry Ghionis stamps a recognizable and unique style and his versatility extends to the wedding, portrait and fashion fields.

Jerry Ghionis

Step One for Medium Format Weddings

Jerry Ghionis familiarises himself with the Phase One P 40+ back in preparation for a busy Australian wedding season.

Jim Garner

Go big or not at all

Jim Garner, one of the world's top wedding photographers thinks Phase One digital backs are an integral part of his success. Michael Roscoe finds out why...

Life changed for Jim Garner from the day he was named as one of the top ten wedding photographers in the world. The list was featured in a prominent American photography magazine and in Jim’s own words, “It just exploded”. Jim gained an international profile and offers of work, as well as requests to speak at seminars and conventions, came from across the globe.

Some say it takes ten years to become an overnight success and in Jim’s case this has the ring of truth.

Jim has had a passion for photography since his youth, but it was after his own wedding that he decided to go professional. He explains, "We had a really great experience with our wedding photographer and my wife told me to follow my passion. I decided to learn a little bit and went to art school for one quarter but I then got recruited as a ‘dot-com’ photographer and I was a director in six months. It was hilarious, we had a big studio and we shot thirteen to fifteen hours a day – we were trying to get as much product online as possible... But on the weekends I would shoot weddings."

Jim’s distinctive, avant-garde, photojournalistic style and approach to wedding photography soon ensured that he was in high demand. He confides,
"Weddings were not considered a very cool thing to do back then. I decided to go about it in a completely different way and not pay attention to the rest of the industry. It really took off... after three years we were shooting sixty five weddings annually – it was absolutely insane for the next seven years.”

Marketing Matters
The ‘dot-com’ studio that employed Jim was eventually swallowed up by Amazon and he took the opportunity to go freelance. It was at this point that he invested in a Phase One P25 digital back and made it the cornerstone of his promotional strategy. He states, “We flat-out market ourselves on the resolution of the Phase One camera system – it proves that we are not messing about.”

He is confident that this industry-leading image quality doesn’t go unnoticed by his clients. He recalls, “I’d been doing monthly shoots with a certain firm and I scratched the filter on my digital back so I had to send it off to get it fixed. During that down-time I had to use just my DSLR and, after five or six years of working for these guys, for that one job the art director said: "There is something different about the images Jim... I don’t know if it was an off day for you... It does not have the depth that I’m used to seeing... It doesn’t have the ability to impact on an emotional level the way that your other shoots have done for me." So I confessed that my Phase One gear was being fixed and that I had used my DSLR camera. I had used the best lenses and still they were not happy. So they said, "Moving forward, we’ll cancel the shoot if your Phase One equipment is down. Is that a deal?"

Invest in the Best

Jim used to use the P25 with a Contax 645 camera but after eight years of reliable service, he decided to upgrade to a Phase One IQ180 and 645DF camera solution to maintain his commitment to investing in the best equipment. "The image quality difference is so clear compared to a shot with a DSLR", he states resolutely.

But the camera system also has other benefits that soon become apparent.

"I shoot about an eighth of what I would with a DSLR. You slow down and get everything right – the composition, the settings. I typically fire off a set of two to five shots, compared to a DSLR where you’ll shoot twenty frames. It’s less hassle, less retouching, less color correction with an IQ back", he enthuses.

Time wasted in postproduction is a consideration that Jim takes seriously as it can impact on profitability. He explains: 
"Shooting too many images is a major problem in this industry when using a DSLR. Someone told me that they shot a 12,000-image wedding. You won’t make money when you have to go through that many photos. It is a phenomenon taking place right now that is leading more and more people to be unprofitable – the IQ eliminates that problem."

Backs for the Future

Investing in any camera system can seem like a daunting prospect but Jim is quick to quash any concerns from photographers who are timid about the early costs. "Go big or not at all", he declares before adding, "you also need to realize that this isn’t like a one year or two year DSLR craze. This is not a short-term camera and it will go on so far beyond the initial investment that it is a no-brainer."

Jim Garner is certainly decisive and encourages others to be the same.

"You’ve got to realize that the sooner you do it, the better. If you want to shoot for top clients who find value in this great technology, then you have to have this equipment. The sooner you can start marketing yourself to those patrons, the sooner you’re going to have long term clients who will end up paying for your investment", he says before summing up, "go for it 100 % and start marketing the technology and be seen as a player and leader and not as a follower."

Learn more
IQ180 and 645DF+ camera solution
Sign up for a test drive

Find out more about Jim Garner
jgarnerphoto.com

Special thanks to Bear Images
Bear Images are a Phase One Partner and run POCP training courses.

ALL IMAGES © JIM GARNER

 

R.J. Kern

Where the Smart Money Goes...

Investing in IQ Phase One gear turned out to be a savvy financial and creative investment for renowned wedding photographer R.J. Kern. He explains why to Michael Roscoe...

It doesn't take long to realize that R.J. Kern is a romantic at heart. When I ask him why he dedicates himself to wedding photography he states that he wants to create something that is meaningful, that is about love and something that will last for years.

During our conversation he is easy to talk to and without doubt one of the most open and honest photographers that you'll be likely to meet – all traits that have helped him to succeed in wedding photography. He tells me,
"I first became involved in wedding photography seven years ago and I felt like I had a knack for it. So much of wedding photography is people skills... I say sometimes, that I play one part photographer and three parts therapist."

But R.J is the first to point out that being personable is not enough to make it in this industry, he declares,
"At the end of the day the images still have to be bad-ass. They've got to stand on their own for critique. I'd like to think that I could walk away from every wedding with at least ten portfolio shots."

There's no doubt that R.J has a distinctive style that he attributes to his admiration for fine art and his dedication to his technical skills that can certainly come in useful in more challenging shooting scenarios. As he explains, "If the weather isn't cooperating, you've still got to make it work, so I rely a lot on off-camera lighting. A photographer that shoots with a lot of beautiful backlit Californian light will produce great images but what happens if the light is not there? I've developed some lighting techniques and I do some compositing in my work that help me get a different look."

Since turning professional, R.J has shot weddings across America and he has even been commissioned as far a field as Hawaii, Ireland and Greece. In fact, R.J states that he's clocked up over 80,000 miles in the last year, so it's not surprising that he likes to travel light and keep things simple.

"I generally just use one Profoto D1 flash head, my 645DF camera with my IQ140 and I always use the vertical grip... A lot of the time I just shoot solo without an assistant, especially at intimate weddings where you don't want to bring this entourage of people; it's not a fashion shoot and most people aren't comfortable in front of the camera."

A Smart Investment

When asked why he uses a medium format camera in an industry that is awash with DSLRs, he insists that while he keeps things simple he never compromises on quality. The camera system also means he has a different approach to working that helps him achieve his characteristic look, he adds, "Some new DLSRs are lowering the flash sync speed to 1/200th second when my Leaf Shutter lenses on my 645DF can go up to 1/1600th second. I also like the fact that the Phase One is a unique tool, among an industry saturated by sameness. To achieve a 'different' look helps distinguish my work while conveying the importance I place on optimal image quality."

R.J took the decision to go medium format over a year ago with a refurbished Phase One P-series back but the IQ series back proved to be too much of a temptation six months later. R.J's reasons for upgrading include the high-resolution touch screen display, faster processor and lower base ISO, which means he can get one stop more flash power; any concerns about making a loss on his initial investment were quickly quashed.

"I bought the P30+ through my local dealer [Capture Integration in Atlanta] and they were able to credit me 100% of my purchase price towards an IQ140," he states with a wry smile before adding, "Their support has been amazing. I love that I can call them up and speak with a highly qualified technician, quickly, without going through dial prompts and playing voice tag. They treat me awesome and I call them friends."

Since making the upgrade he has discovered a number of workflow benefits,
"The IQ140 makes focus confirmation one-step easier. "Since I shoot at shallow depth-of-field frequently, if I miss a shot due to it being wrongly focused, I have to toss the image. Now, my hit-rate has gone up, which makes for less time in front of the computer."

R.J has also cut time in postproduction thanks to another useful IQ back feature.
"I can star-rate my favorite images in-camera so when I'm back at my computer, I know exactly which ones I want to edit it's one less step in my workflow."

Quality Counts

Perhaps the most important aspect of the IQ back capabilities is its renowned reputation for outstanding image quality and it certainly passes RJ's demands.

"I need a file with a high dynamic range so that I can push and pull it in postproduction and I also need that detail tonality that the Phase One IQ140 can produce, which is amazing. The 16 bit depth per color channel means you can really dig deep into those rich files, push them however you wish and maintain the image quality and stunning, realistic color."

The resolution hasn't gone unnoticed by the people that matter the most to him. "When I show the clients the finished albums, and I do big 16x20 albums, they say 'WOW!' I tell them that I don't just shoot for Facebook photos, I shoot for print and not just small prints. When you open up an album page and it is almost 3 feet wide, they see it; especially when it's used in conjunction with a metallic paper that brings out the clarity and the color."

While R.J may say his job as a wedding photographer involves also being a therapist there is no doubt he is also a savvy businessman.

"While DSLRs depreciate quickly, I believe the IQ digital backs will retain their value for many years due to the advanced technology over the P+ backs", he states confidently. He is also as assured when asked how quickly the upfront investment will pay off. I think it will pay for itself in a year... Im sure of that."

But any operational and financial benefits would prove irrelevant if the system ever stopped working at the wrong time, or indeed at any time. When queried about its reliability he states positively,

"It's been absolutely rock solid. So far, everything's been amazing."

Invest in the best – find a phase one partner near you: Phase One partner locator

Learn more about LS lenses and flash sync capabilities: Leaf shutter lenses

Find out more about R.J. Kern: kern-photo.com

All images ©R.J. Kern

Alex and David

A Format for Success

Ditching your DSLR may sound like career suicide for a sports photographer, but making this decision proved pivotal for two French practitioners.

Alexandre Chailan and David Piole are based in Nice and Le Mans respectively, but travel around the world photographing motorbike races including Moto GP events. This fast-paced premier championship of motorcycle road racing may seem an unlikely place for a medium format camera to be utilized, but this photographic team are not interested in following convention.

“We don't like to do things like other people,” David explains. “We want to be different. When we arrived on the scene, we were new and we didn't know anybody, so came with a fresh approach and decided that we’d deliver less quantity and more quality. And that’s when we decided to move to medium format.”

The team set themselves a tight budget and bought two Mamiya 645DF camera bodies, two Mamiya DM22 digital backs and an array of secondhand lenses. They also invested in some powerful battery powered flash lighting and started working as a team to light and photograph the motorcycle riders. Their technique and presence soon meant they were noticed, as their approach was contrary to the way other photographers captured images.

“In the beginning, the other photographers laughed when they saw us using the lighting and [medium format] camera. I think they thought we were completely crazy - and not in a good way,” recalls Alexandre. But it didn’t take long for their images to stand out from the competition and for some prominent clients to hire their services. These include the Moto GP organization, which now uses the duo to shoot portraits of each rider and images of every bike and helmet.

A Clever Investment
The pair soon upgraded and invested in two IQ series digital backs. They were attracted to Phase One Backs because of the open platform system, the high-resolution touch-screen and the quality of the near full frame (645) sensor. The pair claims that since the purchase, the investment has more than paid off by increasing their business twofold. Marketing their images and services with the higher yields more releated to advertising commissions has received a positive reaction from prospective clients.

“People see the files, they see the way we work, they see this is medium format and this is different. The customer's vision has changed. We're really lucky that we decided to do it. Now we have a lot more work. Customers choose photographers for different reasons and using medium format makes us different and makes us stand out from the competition,” David enthuses.

The pair also added some leaf shutter lenses to their photographic armory and they now utilize the fast flash sync capabilities. “One customer asked for a picture with a really blurred background. It was at midday in bright conditions but we used 1600/sec shutter speed sync and a wide-open aperture setting and it worked really well. It's really amazing and is like discovering something new.”

Asked whether making the switch was difficult after using a DSLR, Alex and David are in complete agreement. Alex explains, “The camera is really easy to use, I’ve got nothing bad to say about it in all honesty.” David concurs, “Forget the idea that the Phase One camera system is just a studio solution. We shoot in the desert and in the mountains. We used it recently to shoot snowboarding during the X Games.”

Other photographers have now accepted Alex and David’s initially unconventional approach and subsequent success. “We don't compete with the other photographers,” Alex explains, “we have created our own market and they are happy with this because we are not fighting with them for the same shots. Most of the other photographers appreciate a good picture and they’ve been impressed by the quality of the images we shoot.”

David adds, “In the beginning there was a little bit of stress between photographers. But now there is no problem. Our vision is different because they work for newspapers. They shoot everything. They might shoot 10,000 or 20,000 pictures per race while we might take one image for a specific use in advertising. Each approach compliments the other. We respect other photographers and now they respect us too.”

Client Approval
While attaining respect from your peers is important to any practitioner, it could be argued that it is what clients think that is really vital. When asked what reaction they get from their customers, David laughs and says without missing a beat, “Usually we make sure they are sitting down... Once they see the quality, they call for others to come and have a look. This is a typical reaction.”

Alex recalls a recent shoot, “We shot a woman’s portrait and we enlarged her eyes on the screen to see the detail. Everybody, in the media center, gathered round, even the other photographers who had DSLRs with millions and millions of pixels were impressed with the quality that we could produce. There is no comparison.” David continues, “Clients have learned about medium format because we have told them about it. We show some examples and people understand because there is a real difference. Then they are proud to have something different with amazing quality.”

There is no doubt that this Gallic duo’s distinctive approach to their subject matter has played a key part in their success. But how much credit do they put down to their medium format gear?
“We would not be at the same point now,” Alex states as a matter of fact. “I think our style is very different, but if you had said to me three years ago, ‘You can keep your style but cannot use the camera,’ I would have said, ‘No way.’”

Learn more about LS lenses and flash sync capabilities:
Leaf shutter lenses

What are the benefits of an open platform camera system? Watch our video tutorial on our YouTube channel:
youtu.be/iYKWv-aj-fw

Invest in the best – find a phase one partner near you:
Phase One partner locator

Find out more about Alex and David:
photos-ad.com

All images ©Alex and David

Jeroen Hofman

Only One Camera System

Some photographers exclusively capture portrait imagery; some specialize in landscape or documentary photography. But for Jeroen Hofman, “It’s the vision of three… I work editorially, in advertising and on my personal projects for exactly one third of my time on each”.

The diverse range of subject matter covered by Hofman meant finding one camera system to satisfy all disciplines would, he thought, prove a tall order. When I talk to him he’s in his Amsterdam studio after recently returning from London where he spent a day photographing Arsenal footballer Robin van Persie. The Dutch international footballer is one of a long line of famous soccer players and sportsmen who have sat for Hofman that include Dirk Kuyt and boxing great Joe Frazier (shortly before he passed away in 2011).

Hofman previously used to shoot with a DSLR but he found that the quality wasn’t up to scratch. He owned a Hasselblad V-series camera and lenses and made the jump to medium format digital capture with a Phase One P40+ digital back. “I chose the Phase One back because of its versatility and also because I really love to work with Capture One,” he tells me. He then made the switch to the complete Phase One camera system. “The reason why I swapped was because I had a lot of trouble to get the V-series to focus precisely in a short period of time. So what I wanted was a good, reliable camera.”

Switching camera systems proved to be a breeze, “It took half an hour to get used to the 645DF after using the Hasselblad V camera,” he enthuses. He has also discovered a number of benefits to his working practice. “The workflow is now twice as fast, sometimes four times as fast as the old camera system,” he states excitedly before saying, “when I was using the Hasselblad camera I had to shoot an LCC* file as it still had a little bit of color cast. But now I’m using the DF camera, there is no color cast and Moiré is even better.”

The Phase One 645DF camera has proved such a success, that he now uses it to capture all of his portrait commissions. “I wanted to shoot and work faster. When I previously did a close portrait, I worked from a tripod and had a very static approach. What I like with the Phase One camera is that I can walk around and anticipate what somebody is about to do... The lenses and the autofocus really work well; I can really get the sharpness on the eyes – it’s perfect!” It has also helped separate him from the competition, he confides, “Clients always ask, ‘what camera is that?’ They definitely know the difference when you’re working with a DSLR and a Phase One camera system. If they have experienced shoots before, they instantly recognize what you’re working with so they love it.”

Hofman now works with a P65+ digital back with the Phase One 645DF although he is not confined to this camera format. His shooting needs often change according to the subject and approach he takes to his next commission or project. Part of his purchasing decision was due to the benefits that open platform Phase One digital backs offer. He now also uses a Cambo technical camera on most of his self-motivated work, including his most recent personal project titled Playground. The title alludes to over sixty-five training facilities that Hofman has documented in the Netherlands that are used to prepare for disaster and emergences. “I’m showcasing a part of the Netherlands that nobody knows about. These are the types of places that made you wonder, as a child, what was on the other side of the fence.”

Jeroen Hofman


Equipment 
Medium format camera: Phase One 645DF view
Digital back: P 65+ view
Lenses: LS 110 mm, LS 80 mm, LS 55 mm view
Technical camera: Cambo Wide RS
Lens: 35 mm

Follow Jeroen's work
jeroenhofman.com

Interested in Phase One?
Sign up for a demo today 

Adrian Weinbrecht

Dance Photography

Adrian Weinbrecht is an Australian-born professional photographer living in London. He has been shooting for 21 years. He says: "To be successful as an advertising photographer, you need to be positive, resourceful and command a presence. You also have to be a great photographer, but there are many great photographers who simply don’t get noticed because they don’t have the personality to go with it."

You know when you’re working with a good dancer by all the little things… the way the foot is pointed or how the position is held, mid-air, until the last possible moment before hitting the ground. These are the things that make a big difference when shooting dance.”

Insight
Adrian Weinbrecht is an Australian-born professional photographer living in London. “I’ve been shooting for 21 years,” said Adrian with a smile, “even though I look much younger.” To be successful as an advertising photographer, you need to be positive, resourceful and command a presence. You also have to be a great photographer, but there are many great photographers who simply don’t get noticed because they don’t have the personality to go with it. That doesn’t seem to be a problem for Adrian! “I considered studying law, but when I looked at older lawyers I decided that this wasn’t the life for me. I had always been passionate about pictures, so I walked into a local studio one day and was offered a job on the spot as an apprentice.” Adrian studied photography part-time at Mt Lawley College, Perth, with esteemed Australian educators such as Brian Barrow and Mike Taylor, and expanded his experience by working in a pro lab, a city wedding studio and finally in a commercial studio as an assistant and studio manager.

By the age of 23 he had saved enough money either to put a deposit on a house or to travel overseas. “I believed I could go to Europe and in two or three years of assisting learn what would take me 10 years shooting in Australia. I had no intention of staying away from Australia, of course.” That’s not quite how things turned out. After gaining experience in Switzerland, Germany and England, he returned to Perth in 1996 to start his own studio, but it wasn’t long before he found himself back in London and married. “Assisting in Europe and working with a number of different photographers gave me very solid foundation, not just in photography but in business philosophy and methodology. I also did a short business course because my observations showed me that those who succeeded weren’t necessarily the best photographers, but without exception they were certainly the best business people.” Today Adrian shoots for a diverse range of clients (including Sony, Unilever, HSBC, UBS, Lucozade, Mazda, Land Rover, 3 Mobile and a range of publications), yet it appears his passion is for dance photography. “A few years ago, a PR friend approached me, showered me with flattery, told me she had no money and asked if I would photograph dancer and choreographer, Cathy Marston. Cathy had been with the Royal Ballet and was starting a new project for which she needed some photos. The job sounded like fun and, having always been interested in form and movement, I said why not.”

The Dancer
The association with Cathy Marston provided several opportunities and Adrian developed his approach with each new assignment. The first photographs were taken in the studio with Cathy in a black dress and striking unbelievable dance moves. To accommodate her movement, Adrian used only one strip light horizontally, placed high above so the dancer could jump up and forward, without feeling restricted by the light heads. With this introduction, Adrian discovered that he loved dance photography. Cathy also loved the first set of images so much that she returned a year later, this time with a group of dancers. For the second session, Adrian created a more involved lighting set up. Used as promotional photos for The Cathy Marston Project, the shoot took place again in Adrian’s home studio, a relatively small space, but ample in size for the dancers. “I often shoot a little wide because this way you can give the dancers space to move, and of course shooting on medium format you can crop afterwards with no problem.”

Adrian is an advocate for Phase One medium format digital backs, using P30 and P45+ backs, although by now he may have moved into a P65+. The quality and dynamic range of the files is ideally suited to his dramatic studio lighting, holding both shadow and highlight detail, plus all the nuances and texture of the skin and clothing. “On this occasion I used several lights positioned behind and to the sides of the dancer, creating an outline around Martina to contrast against a black background. I really wanted to show a lot of shape and I think this was achieved with the modelling you can see in her arms and legs.” The outfits were put together by Turkish fashion designer Bora Aksu the weekend before the shoot – he was a friend of Cathy’s and, Adrian acknowledged, the outfits were very beautiful. Adrian’s years of studying martial arts helped him to relate to the form and movement of dance, and Cathy obviously liked his work because when she was offered the position of Creative Director for the Berne Ballet, Adrian found himself on a shoot in Switzerland with a twist.

Lake Thun
Wanting to produce something quite different to standard studio work, Adrian thought of taking the dancers outdoors. “I flew to Switzerland and scouted a number of places, but when I returned a couple of weeks later for the shoot, the weather had closed in and I ended up photographing the dancers in the studio.” However, he continued with the location idea, photographing each dancer so he or she could be seamlessly stripped into his outdoor backgrounds. For instance, the dancer at Lake Thun is holding the most incredible pose, high above a blue lake with her head turned back towards a bright, blazing sun. “The location was photographed midmorning in August with a summer feeling to the light and the location. When I took the exposure, I bracketed several stops, but kept the aperture constant. I exposed for the sun, for the mid-tones and for the shadow areas. I mean, you already have the most amazing dynamic range with the medium format backs, but when you combine three different exposures, what you have is nothing short of sensational. In the finished file there’s detail everywhere.”

Back in the studio, Adrian adjusted his lighting to mimic the sunlight under which he photographed the lake. Each shoot might last only five minutes and Adrian marks up a square on the studio floor to give the dancers an area within which to work, rather than a precise position. “I also needed to take into account the camera height and angle to ensure that the dancer would look like she really was jumping off the pier. The lights were angled to produce a strong highlight down the edge of her legs, just as the sun would have done. “Before we began, I showed the dancer the background image and explained that we wanted something that didn’t look like a typical dance movement. We didn’t want a classical pose from the Nutcracker, rather a deconstruction of what the dancers have learned in order to produce a more contemporary feeling. “It’s pretty simple stuff as long as you think it all through.” Adrian uses Elinchrom lighting and says he owns just about every accessory and light shaper they make. And shooting with studio flash means there is a short pause between exposures while the floor packs re-charge, so after the dancer jumps, there is time to re-balance, ready for the next movement. It’s not a matter of shooting with a DSLR firing at 10 frames per second, rather Adrian watches the dancer and with a little practice can nail the peak moment. He would take no more than twenty or thirty shots in a session. “Normally I only direct dancers when something’s not working. I like to see what they can come up with before I take over – maybe what they do on their own will be even better than what I imagined.”

A Matter of Multiples
Shooting single dancers can be challenging enough, but capturing two, three or more at the same time is more interesting still, especially the lighting and timing. The light has to be broad in coverage and suitable for a range of different dance positions. And then there’s the small matter of synchronising the dancers. “It’s not as complicated as it sounds. I just count to three and the dancers jump. I suggest they’re careful and don’t kick or punch each other (it can happen), because the strongest compositions are usually made when the dancers are close together. However, this is what they do for a living and usually it doesn’t take too many shots to get it right.” Adrian says he doesn’t believe in working tethered for dance photography because he feels it changes the dynamics of the shoot. “I want the focus to be on what’s happening in front of the camera, not the computer screen at the back of the studio. I also like downloading the photos from a card because this means I have the data in two places and I never over-write a card on the same day. “However this isn’t to say the dancers don’t get to see what I’m shooting. During a break we may show them the images on the back of the camera so they can see what’s happening, but I find that you don’t have to direct good dancers much at all. I don’t mean to make it sound easier than it is, but typically professional dancers move really well and understand what you’re trying to achieve.” While Adrian admits some aspects of his images can be happy accidents, like the juxtaposition of dancers or the flow of a costume, by paying attention to the lighting and equipment he uses, he’s able to maximize whatever he’s given. “There are no rules for shooting or lighting dance photography. Every situation is different and calls for a different solution.”

Adrian Weinbrecht

Equipment
Medium format camera: Phase One 645DF view
Digital back: P 45+, P 30+ view

Follow Adrian's work
adrianweinbrecht.com

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Miss Aniela

The Surreal World

Real name Natalie Aniela Dybisz, she originally hails from Leeds in the North of England but her parents have Polish heritage, and these East European roots are reflected in her artist name today.

The ‘Miss Aniela’ designation first materialised as a username when she signed up to create her Flickr account before she had even taken many pictures. She started out without any grand plans at the age of 19. “It was definitely the way in which people reacted to my work online, on Flickr, that convinced me I could make something of it…. as a livelihood,” she states modestly. The reaction she alludes to could be described to as more of a global phenomenon as her Flickr page got over a million hits in the first six months year alone.

Natalie Dybisz has used a wide range of cameras during her career from a compact to a DSLR. However, recently she made the move up to a Phase One solution that she admits got her really excited. “The 645DF with the P40+ digital back produces images of unbelievable quality, with resulting shots that can be cropped in close and still retain poster-sized resolution”.

The Surreal World
She quickly began to analyse and to understand how to capture the Flickr community’s attention with her distinctive, surreal, self-portrait imagery, which she has refined as her style has developed. She uses bold and arresting colours that she exaggerates in post-production. She acknowledges that the route that she has taken into photography, by displaying images on the Internet, means that her pictures are initially seen at a thumbnail or postcard size at their biggest. This means that there has to be something arresting about the image for people to want to click on it, to comment and want to see more of her work.

Her final images are often constructed from a number of composite shots to create scenes where she appears to be hanging, floating or falling. But these images, which she refers to as her ‘Tricks’ series are more than aesthetically pleasing images, as they refer to much darker themes of anxiety and depression flowing from the artist’s own experience during the time when she first started taking pictures of herself. Like all successful, innovative artists she continues to find inspiration for her art in her personal life - images such as, ‘An Exercise in Emotional Detachment,’ that refers to how she felt when she first moved to London on her own and the aptly named, ‘I Don’t Feel so Safe Anymore,’ was created after she had been burgled. A particularly poignant image titled ‘For Tatus’ was inspired by the memory of Natalie’s father, who died when she was four years old and was made to commemorate his birthday.

But the reaction to Miss Aniela’s self-portraiture isn’t always universally celebrated. Her nude work, in particular, has certainly provoked controversy, with accusations that some images are demeaning to women. Her measured response is to simply say, “One person might see something controversial in my work and another just sees something visually interesting and sensual in a positive way”. She recognises the fact that by putting her images on the Internet into a forum like Flickr, people will make their own interpretations and present her with their comments. However, she acknowledges that any debate has certainly helped her get noticed and refutes any suggestions of exploitation by stating, “Whether or not I succeed, I like the idea of subverting the male gaze, having a picture where I’m pulling the strings… and doing something dynamic with the female form”.

The Real World
It is now over four years since the online world was introduced to Miss Aniela’s Flickr photo stream but it is only in the last two years that this gifted 24-year-old artist has been working professionally. She continues to pursue her personal projects and makes a living by selling limited edition prints and self-published books of her work. She has also embraced a number of diverse commercial ventures that include consultation work for large blue chip companies and she has a book about self-portraiture in the pipeline that should hit the shelves at the beginning of 2011. She also leads presentations and workshops on how to achieve the ‘Miss Aniela-like’ imaging effects (that include making a model appear to levitate) in the UK and as far afield as the USA.

Prospects look first-class for Miss Aniela but, while she intends to develop her self-portraiture, she is also determined to diversify into other creative media and plans to make a series of short films. She also seems destined to make a successful crossover from the art to the commercial world, with a number of forthcoming commissions for fashion and music clients in which she intends to let her fine-art blueprint come first and foremost. Her career is predicted to be full of interest and achievement. Whatever path it takes, the likelihood is that if you’re not too familiar with her work now, you most definitely will be in the future. Look out for ‘Miss Aniela’ – she’s certainly one to watch.

Miss Aniela

Natalie uses Capture One Pro software in post-production to process all her RAW images. “Capture One allows a swift workflow when batch-processing many similar images from a shoot. Being able to efficiently apply changes to a group of RAW images, and output them as maximum quality files, is important when I shoot commissioned portraits”.

She used the Phase One kit to produce images such as ‘Joyride’, ‘Jane’ and during a collaboration with a fellow self-portrait artist Rossina Bossio. “I found the kit surprisingly easy to use, even more straightforward than a DSLR but with the amazing benefits of a medium format camera”.

Equipment
Medium format camera: Phase One 645DF view
Digital back: P 40+ view

Follow Miss Aniela's work
missaniela.com
missanielablog.com

Audio slide shows
Moving up from DSLR
The way to photography
The intention for creation of self-portraits
Subverting the male gaze

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Peter Steinhauer

Black & White in Perspective

Peter Steinhauer lives for black and white. He loves the aesthetic, the quality and all the history associated with the medium.

Peter has spent much of his career behind large format cameras printing his work in his own darkrooms for over 18 years. Today he is fully digital and has been enjoying pushing his Phase One digital backs to their limits, capturing ethereal landscapes with extraordinarily long exposures. He uses the P45+ back because of its ability to make long, noiseless exposures. The P45+ can easily handle Peter's long exposures which are typically from 30 seconds to twenty minutes. He is testing the Phase One Achromatic back now which is a pure black and white digital back.

Project Based
"I like to photograph on a project basis. I have a particular objective in mind. If I go out to shoot the landscape, that's all I do. And since all my landscape work is tripod based, it's hard to switch to portraiture halfway through a landscape shoot anyway unless when I am working in countries far away from Hong Kong, where I am based, then I must take advantage of the time constraint and photograph both as I travel.”

Peter shoots throughout Asia, mainly on location. He lived in Vietnam for 13 years and Singapore before settling down in Hong Kong. While working commercially, he always had a number of personal projects running concurrently, including several books. Two books on Vietnam are already published and there are further books in production including two on Hong Kong, one on Bali, India and Burma. At the beginning of a project, I envision a large body of work with the final body of work designed as a book."

Black Moor, Hong Kong
Black Moor is a combination of man-made structures, the environment and typical atmospheric conditions found in Hong Kong.

"This is very much Hong Kong weather", Peter explains, "with heavy skies and lots of mountains. When I first started photography, I was intrigued by 19th Century images in which portraits of the people were a little blurred, but this in turn created a photograph that was really alive, almost moving. At that stage, I wasn’t aware of how exposures affected the image. I was just intrigued by the ghostly people. However, as my education progressed and I moved into landscape photography, I continued to return to the early 19th Century for inspiration. I was drawn to this style of work from late 19th century photographers, Eugene Atget and the Scottish photographer, John Thompson, as opposed to that of Ansel Adams in which all movement is pretty much stopped. This is why I primarily started working with longer exposures. When I can and when it's appropriate, I like to put movement into my work. The wind is always blowing, the sea always moving – I think long exposures add more life to the photography."

Black Moor was photographed using a Phase One 645AF camera with a P45+ back and a 150mm lens. The exposure was around three minutes and Peter uses a number of neutral density filters to ensure long exposures, even during daylight.

"Each ND filter represents about four stops, so I might use three or four of these filters with my lens stopped down to f/16 to achieve the long exposure time. It all depends on the ambient light. For this particular exposure, it was towards the end of the day and overcast, so I didn't need as much neutral density. I like these atmospheric conditions and the soft light in the early morning and late afternoon. The light is at its softest then and it is my vision for this type of light."

Ma On Shan View
"This image is taken in the New Territories. Hong Kong itself is an island, but it includes mainland areas all the way up to the border of China. Where I am standing is in a national park and people are amazed when I tell them this is Hong Kong! It's nothing like the dense urban areas of HK and Kowloon. It's a long hike to the top of the mountain from the car park. There are hiking trails all over Hong Kong and, coming from Colorado, I get out into the hills as much as I can. It's a really important part of my life."

"I shoot in black and white because that's the way I see. I just think and see that way. "The diptych and triptych presentations of my work are again influenced by the 19th Century ways of shooting and the banquet cameras. The only way to fit 100 people into the picture was to use a long, glass plate camera and I love this format. When I get into areas like this, I feel all this space around me and so I need to create a work with a long format. However, I intentionally make two and three separate images for these. I don't take one image and split it into two, rather I have a very high-end leveling tripod which I use to precisely frame each photo. I make the first frame, and then turn the camera to one side so the edges line up and then make the next frame."

Using the P45+, Peter says he can confidently produce 40x50 inch prints for exhibition. "The files are fantastic and the images are as sharp if not sharper than a drum scanned 4x5" negative. Certainly using the Phase One is far superior to shooting with a 4x5" camera and I guess the only drawback is when you take a 20 minute exposure because you have to wait another 20 minutes for the noise reduction software. It would be good to have two backs!

Taikoo Windows
"This is one of my best selling prints. The scene has never left my mind since I first photographed it from the ground it back in 1994, but it wasn't photographed the way I wanted, inside a flat from the 15th floor, until a couple of years ago after I moved here."

"It's a disappearing part of Hong Kong, but it shows the density of the old block estates which are being rebuilt and replaced. It's only around 15 meters from wall to wall and I knew I needed to be about half way up the building to produce the symmetrical composition I had in mind. However, obtaining access was difficult. The people who lived there were worried I was a developer or that I might take away the home they had been living in for the last 50 years. Their security really checked me out and I had to submit my books and portfolio to them."

"After we obtained permission to do the shoot, the next challenge was opening someone's window and getting the camera into position. The windows are only 50 centimeters wide, so it's even tough to get your head out to have a look! In fact, if I had a 4x5" or 8x10" camera, there's almost no way this photo could have been made! How would you get a film holder in or stop the lens down? I like to do as much processing as I can in Capture One, getting the tones exactly as I want them. I leave the black and white file as an RGB and process it out to 45x60 inches. I process all my files to this size and then shrink them if needed to make smaller prints."

"In this image, the building is lighter at the top and gets gradually darker towards the bottom. It's such a narrow opening that except for the top couple of floors, the sun would never hit the walls directly. My approach to the image was just as if I were working in the darkroom, dodging and burning the file to lighten the bottom and balance it more closely to the top. I don't think I've ever been so happy or satisfied about an image as this one, and I was just as excited to see it for the first time as a print It was an image that was consistently on my mind for 15 years until I was finally able to make it the way I had originally envisioned it when viewing it from the ground."

Faces
Landscape and portraiture make up the majority of Peter's photography and he's currently working on a project which documents the varied faces of people in different Asian cities.

"I'm visiting different countries and cities, shooting people with a Mamiya 120mm macro lens. Some frames are full body shots, others are just faces tightly cropped. It's amazing to see the differences in people's faces from country to country. I started this project with a 4x5" view camera and each image has the film rebate around it. If you look at 19th Century photographs made with glass negatives, you can see where the glass was taped or held during processing. These marks produced a frame and I always liked this effect. I had modified my film holders to produce this as if it were a glass negative. I'm continuing it with the digital files and each frame is individually made. It's not a stock frame."

"The Phase One files are a good match for the 4x5" negatives, but there is a difference in the depth-of-field. Both 4x5 and 8x10 of course have a much shallower depth-of-field than medium format, so the closest I can get to the large format effect is to use the 120mm macro lens wide open at f/4. And that's another difference digital has made to photographing people. I used to travel with a suitcase of Polaroid print film. I'd make an image with the Polaroid, show it to them, and then take a second frame using film. It worked really well in places like rural Vietnam, Cambodia and India. Today I have a Fujifilm instant camera which does a similar job, but it's the Phase One camera that makes the final exposure."

Peter Steinhauer

Peter's main galleries are Plumb Blossoms in Hong Kong and the Art Vietnam Gallery in Vietnam. He is also represented by other galleries in Asia, the US and Europe.

Follow Peter's work
petersteinhauer.com

Interested in Phase One
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Jerry Ghionis

Turning Medium Format

Jerry Ghionis started his professional career in 1994 and has emerged as one of the most influential wedding photographers. Australian born and Greek heritage he is based in Melbourne Australia. Jerry stamps a recognizable and unique style with everything he photographs. His versatility extends to the wedding, portrait and fashion fields.

Jerry believes the new Phase One P 40+ medium format camera system is going to create a brand new market segment for wedding photographers and he plans on being the first to exploit it! In the profession of wedding photography, few are as well-known or respected as Australian photographer Jerry Ghionis. Now working from an up-market boutique studio in the modern Docklands area, Melbourne, he shoots weddings, portraiture, fashion and special event assignments. A Master of Photography with the AIPP (Australian Institute of Professional Photography), American Photo magazine listed Jerry as one of the Top Ten Wedding Photographers in the World and Microsoft has named him an Icon of Imaging. Jerry’s assignments and seminar engagements see him travelling the globe several times a year. An inspirational public speaker, there is standing room only for his platform presentations at congresses such as WPPI (Wedding Portrait Photographers International) and PPA (Professional Photographers of America) where he is hugely influential, promoting in-camera creativity to turn the ‘ordinary into the extraordinary’. And he has had extraordinary success in photographic competitions, winning for example six International Wedding Album of the Year awards at WPPI in the last seven years. So when Jerry Ghionis made the move to medium format digital, the world took notice. Why after creating such a big reputation with DSLR cameras would he change camera formats, specifically the Phase One P 40+ camera system?

Stepping Up
Jerry explains his move to medium format with one word: quality. “It astounds me”, he explained. “I picked up my new camera from L&P Digital Photographic, took it home and made a few shots from my balcony overlooking Melbourne city. When I opened up the files on my computer, I couldn’t believe how far I could zoom into the image. I mean, I could see people inside the windows of buildings several kilometers away – I was seeing detail I wouldn’t dream of seeing before.” The new Phase One P 40+ (with Sensor+ technology) features a 40-megapixel sensor with 6 micron pixels, producing a 7320x5484 pixel image with a 4:3 ratio format. This is nearly twice the resolution of Jerry’s existing DSLR camera. “And there was something else about the image quality that I loved. It wasn’t just the clarity and the fine detail, it was the way the digital back records highlights and shadows – the dynamic range. Working for years with DSLR cameras, I guess I just accepted the image quality as being the best that was possible, but now looking at a medium format file, I have reassessed what quality is all about. It is simply amazing!” Jerry is referring to medium format digital photography’s most powerful advantage: a huge dynamic range. The P 40+ has a 12.5 f-stop range, once again almost twice what is provided by a DSLR camera, enabling images to record and retain detail in both highlights and shadows in a single exposure.

For a wedding photographer shooting brides with white dresses and grooms with black suits, medium format digital quality is the ultimate solution. Clients spend a lot of money on the dress and suit, so it’s imperative that all the photographs show the finest detail. Shooting weddings is perhaps the most demanding of all photographic disciplines. Working in a range of different locations, often in the late afternoon and early evening, Jerry is constantly working in low light. In fact, he looks for and creates mood and atmosphere with available light and one or two of his signature light sources. Until the Phase One P 40+ arrived, Jerry says medium format wasn’t an option for him because he couldn’t shoot at over ISO 800. Now with the press of a button, the P 40+ with Sensor + technology can have Jerry shooting at up to ISO 3200. Sensor+ technology, developed by Phase One, uses a process of ‘pixel binning’ to provide higher ISO settings. With the Sensor+ feature activated, the P 40+ back combines the data from four pixels into one piece of data, providing a four times increase in sensitivity. And while the size of the resulting file changes from 40 to 10-megapixels, it does so without changing the size of the capture area so the focal length remains the same. “Years ago when I was shooting with a Mamiya RB67, I basically used ISO 400 film and that was it! However, today it’s a different world and shooting at higher ISO settings is a necessity, especially for the type of photography I do. “I love shooting with candle light and video lights and I need to shoot hand-held in dark churches. The choice used to be flash or a tripod, but neither suit the style of photography I produce, so having a high ISO setting on a medium format digital camera is simply priceless.” Even more importantly, Jerry explains, when you capture images in low light, it’s all the subtleties in the shadow areas that make the difference. “Think about a bride and groom walking proudly down the aisle as they leave the church and your photograph not only renders the folds of the dress and texture of the suit, but there’s fine detail in the ceilings and stained glass windows in the church as well. How amazing is it to have a 12.5 stop dynamic range!”

Camera Ergonomics
Jerry says the Phase One 645 camera is just as easy to use as a DSLR. “It handles beautifully. When I first held it, and I know this is a bit of a cliché, it really did feel like an extension of my hand. It’s got a beautiful, comfortable grip which for a medium format camera is imperative if it is to be considered was a viable option for wedding photography. And it’s not as heavy as you might imagine it to be.” The Phase One 645 camera offers shutter speeds from 1/4000 second to 60 minutes, with flash sync up to 1/125 second and even faster with upcoming leaf shutter lenses. The mirror and viewfinder system is almost three times larger than a 35mm camera, providing unheralded control over focus and composition, and the TTL phase-difference autofocus system provides three focus points. The camera accepts lenses from Phase One, Mamiya AF/AFD and Hasselblad V and the camera is Jerry says the Phase One 645 camera is just as easy to use as a DSLR. “It handles beautifully. When I first held it, and I know this is a bit of a cliché, it really did feel like an extension of my hand. It’s got a beautiful, comfortable grip which for a medium format camera is imperative if it is to be considered as a viable option for wedding photography. And it’s not as heavy as you might imagine it to be.” The Phase One 645 camera offers shutter speeds from 1/4000 second to 60 minutes, with flash sync up to 1/125 second and even faster with upcoming leaf shutter lenses. The mirror and viewfinder system is almost three times larger than a 35mm camera, providing unheralded control over focus and composition, and the TTL phase-difference autofocus system provides three focus points. The camera accepts lenses from Phase One, Mamiya AF/AFD and Hasselblad V and the camera is robust to handle the rough and tumble of wedding photography. “The focusing on the new camera is a lot quicker than earlier models and it’s nice to have a different format. I mean, I’ve enjoyed shooting the 3:2 ratio format on a DSLR, but to have something closer to the RB67 format I started with is really great. The 4:3 ratio is yet another way I can differentiate what I do.”

Marketing Advantages
However, Jerry’s ideas about formats and style are set to change further still. “It’s pretty easy for anyone to get a good shot out of a compact camera, but to produce medium However, Jerry’s ideas about formats and style are set to change further still. “It’s pretty easy for anyone to get a good shot out of a compact camera, but to produce medium format quality which has a distinct physical presence, whether you’re looking at the camera or the prints it produces, well, that’s really exciting. However, it’s important to educate your clients about what you do. “When we first changed from film to digital, prospective clients would arrive at our studio convinced that film was better, so my solution was to show them comparative prints, one made from a 35mm negative and another made from a DSLR. We enlarged them up to 20x24 inches so they could clearly see the differences and how good digital had become. “This approach was incredibly powerful and now I can just imagine the effect it will have when I compare prints taken with a DSLR and the new Phase One P 40+.

For the clients I want to work for, quality is a major USP (unique selling proposition) and showing off the quality of the Phase One P 40+ will be a huge positive.” Since starting his new boutique wedding studio, Jerry is looking to position himself at the pinnacle of the market. He has several approaches in mind. “My new studio will only show big enlargements, 48x32” and 40x40” prints. Basically if you show big, you sell big, but the photos need to have a ‘wow’ impact so that when you walk into the studio you can’t help but be impressed. Medium format digital will do this. “I also visited an Andy Warhol exhibition in Las Vegas a couple of years ago and was really impressed by his large square prints. Why not bring back the square format for wedding photography as well? All I have to do is drop a mask over the ground glass in the Phase One camera and I can choose to shoot square whenever I wish. “Arguably you can crop a DSLR image square as well, but I love the idea of couples taking home a large art piece, crystal clear and with amazing quality. I don’t see shooting with other cameras as being a negative, rather that medium format is a huge positive, especially if you bring your clients’ attention to the incredible detail and massive dynamic range.” And his clients will notice the difference. “Increasingly I’m finding that my clients have more experience in photography and really understand what quality is all about. Some are camera enthusiasts and it’s surprising how many read photography magazines or photographers’ blogs on the internet. They know what medium format is all about and will appreciate the differences “I must admit I made the decision to go to medium format as an addition to the camera equipment I’m currently shooting with, not necessarily as a replacement, but the more I play with the Phase One P 40+, the more I can see myself using it for everything.”

Jerry Ghionis


Equipment
Medium format camera: Phase One 645DF view
Digital back: P 40+, P 30+ view

Follow Jerry's work
jerryghionis.com

Interested in Phase One?
Sign up for a demo today

Jerry Ghionis

Step One for Medium Format Weddings

Jerry Ghionis started his professional career in 1994 and has emerged as one of the most influential wedding photographers. Australian born and Greek heritage he is based in Melbourne Australia. Jerry stamps a recognizable and unique style with everything he photographs. His versatility extends to the wedding, portrait and fashion fields.

"The quality continues to astound me", expressed an enthusiastic Jerry Ghionis. Talking about his recent move to the Phase One P 40+ medium format digital back, he added, "I know I said it when I first started shooting with the camera, but the amount of detail is ‘ridiculous’, especially the back’s dynamic range. It’s astounding!"

When the P 40+ was released, Jerry produced a series of studio portraits which were published on the Phase One website. What many people might not have immediately realized is that the portraits were lit with a constant fluorescent light source and the Phase One’s P 40+ sensor set to ISO 400! "It’s amazing how no-one questioned the image quality. I guess they just assumed the photos had been taken using studio flash with the P 40+ back its nominal ISO 50. I think that’s a great compliment because the sensitivity improvements have revolutionized medium format digital photography. Now that I’m able to set the back to ISO 1600, it’s a whole new world out there."

Since taking possession of his Phase One P 40+ a couple of months ago, Jerry has been around the world delivering seminars and leading workshops. Renowned for his business acumen and photographic vision, he is much demand as both a speaker and a photographer, so while he’s been using his P 40+ extensively, he hasn’t yet shot a lot of weddings. "It’s been winter back home in Australia", Jerry explained, "and these aren’t the months my clients generally choose for their wedding ceremony. If they want to be photographed outside or in the afternoon, it’s too cold in Melbourne and so I’m much busier in the summer months – or I’m shooting at a destination further north." And that’s where the photos accompanying this article were shot – further north on Hamilton Island in the heart of Australia’s famous Great Barrier Reef, or in Paris, France.

Seeing is believing
Fellow wedding photographers Ryan and Jessica Schembri were married on Hamilton Island. A stone’s throw from the famous sands of Whitehaven Beach and Hill Inlet, the Island boasts an intimate chapel and a host of glamorous locations for some beautiful portraits. Jerry says he enjoys using the slightly squarer format of the P 40+, it has a more formal quality and reminds him of the Mamiya RB67 he used many years ago. "It’s also a subtle way of differentiating what I do. Most wedding photographers are shooting with a 3:2 ratio DSLR and not cropping, so immediately my images have a different look to them. And then, of course, there is the quality of the medium format capture itself." There are two key quality issues that Jerry sees as fundamental to his work as a wedding photographer. The first is clarity – the sharpness of the image and the resolution of fine detail. Although his hero images will be retouched, especially the skin, there’s no faking in the crispness and clarity of the bride’s eyes, the fine textures and embroidery of her dress, or the flower in the groom’s lapel. You can always reduce the sharpness of an image, but the only way of producing lifelike detail is with a high quality sensor and lens. If there’s one subject that requires a wide dynamic range, it’s a wedding portrait. Invariably the bride is wearing a white dress while the groom is attired in a formal black suit, a nightmarish recipe for many cameras. But not for medium format digital backs. With the physically larger size of the sensor and the commensurately larger size of the individual pixel sites, medium format backs can retain a wider range of brightness values in a single capture.

The P 40+ features a 40-megapixel sensor with pixels individually measuring 6 microns, capable of recording in excess of 12 f-stops dynamic range as a true 16-bit capture. Not only can you capture and retain the detail of both dress and suit in a single exposure, the transitions are beautifully rendered with unparalleled realism. "Even with the bright, contrasty conditions on Hamilton Island, I could take Ryan and Jess to a range of different locations without worrying about the light – but let me explain. Naturally I’m concerned about the light because obviously that’s what makes a great photograph what I mean is that I can find and use a much wider range of light qualities and still retain a beautiful tonal range throughout the image. "Shooting with smaller sensor cameras which have less dynamic range, you need to watch the light much more carefully so you don’t lose detail, either in the shadows or in the highlights. This generally means more restrictions for where you can shoot, perhaps keeping your subjects in shadow or even taking them indoors?" In comparison, Jerry noted that these restrictions are simply not an issue when shooting with the Phase One P 40+ because its dynamic range is wide enough to retain detail even in very contrasty lighting. Jerry said that a number of wedding photographers on internet forums had queried why he needed to change from DSLRs to medium format. "How do you explain the difference in words when it’s such a visual difference? Medium format digital is something you need to experience first hand in order to really understand the quality differences. I love the way I can open my files in Capture One 4 PRO and there is detail everywhere in the image. It’s fantastic."

Handheld
"When you think about it, it’s really incredible that I can shoot hand held with a camera system that delivers so much quality. I used to think you needed to use a tripod and a large format camera to produce image detail like this, but with the Phase One 645 camera, I have no trouble shooting quickly and freely." In fact, the Phase One 645 with a P 40+ back and lens is not that much larger than a professionally specified DSLR camera. And it operates just as easily. The top shutter speed is a movement freezing 1/4000 second, a setting that can be used more often with the Sensor+ technology introduced with the P 40+ (more about that soon). A TTL phase-detection autofocus system with three focus point can quickly and accurately set focus, while TTL metering offers average, spot and auto settings with fully automatic exposure control if you want it. All the professional controls are there as well, including an electronically-activated mirror-up switch, first and second curtain flash synchronization, the ability to accept leaf shutter lenses (coming soon), and three user presets for customizing the camera’s operation.

Sensor+
New technology introduced with the P 40+ enables the back to operate at higher ISO settings and in Sensor+ mode, it can be set as high as ISO 3200, although Jerry believes ISO 1600 will be the top setting for him in a wedding context. Phase One has made some remarkable changes to the way medium format digital backs will be perceived in the future. To date, medium format has generally been used at relatively low ISO settings, unable to compete with the higher ISO settings available on some DSLR cameras. There are two notable changes with the P 40+, one at full resolution and a second change at a smaller resolution. At full 40-megapixel resolution, the P 40+ can be comfortably rated up to ISO 400 and produce remarkably clean, clear, saleable results. Suddenly medium format digital is every bit as good as the film cameras that used to rely on ISO 400 for weddings and portraiture. But digital has gone beyond ISO 400 and while the P 40+ can be used at ISO 800 in full frame mode, by switching to Sensor+ mode it can be used even higher, up to ISO 3200.

This is the second, major change and the new Sensor+ technology is based on ‘pixel binning’. The basic principle is to join four pixels together in order to capture more light, allowing the sensor to operate in lower light situations or to offer higher shutter speeds or smaller apertures in others. In this way, ISO settings can be raised and the camera used in low light or at faster shutter speeds for hand held photography. And the good news is that while switching to Sensor+ mode means you change the back’s resolution from 40-megapixels to 10-megapixels, you don’t change the area of the sensor being used. There’s no unwanted cropping which changes the effective focal length of your lenses.

"I haven’t used the Sensor+ technology very much yet", explained Jerry. "Ryan and Jess’s wedding had plenty of light and so I was able to shoot at ISO 400 in full frame mode, while in Paris I did a shoot indoors, at ISO 800. "And although you can rate the back at ISO 800 in full frame mode or ISO 3200 in Sensor+ mode, I’m more comfortable shooting at a stop lower, at ISO 400 and ISO 1600. It’s nice to have the extra stop there for emergencies, but a stop down gives me remarkable quality that isn’t available with any other camera system."

So, Jerry has completed the first stage of his transition to medium format digital, enjoying the improved sensitivity and raw processing provided by the Phase One P 40+ back and Capture One software. In a couple of months he will report back again, this time with his experiences using Sensor+ mode and shooting at mind-boggling ISO settings for medium format digital photography.

Jerry Ghionis


Equipment
Medium format camera: Phase One 645DF view
Digital back: P 40+, P 30+ view

Follow Jerry's work
jerryghionis.com

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