Hasselblad GQ shoot with Haute Couture Media Atlanta
Written by Hasselblad H4D
Thursday, 19 August 2010 12:23
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H4D On Location with Jonathan Orozco of Haute Couture Media
With an opportunity to shoot full page ads for a leading men's fashion magazine at the intimate Three Sheets bar in Sandy Springs, north of Atlanta, Jonathan contacted Hotwire-Digital about shooting the Hasselblad H4D in a live environment so he could "get a feel for how the camera operated when changing cards, shooting speeds, and the digital process for an overall understanding how it would fit in my workflow."
Not new to digital, Jonathan uses pro Nikon gear - but felt like he needed something more than the 35mm DSLR could provide. "I am looking to create content that my clients can use in a variety of ways - I don't want to be limited in any way when it comes to the digital assets," Jonathan continues, "and the 16-bit files from the Hasselblad deliver colors true to the original scene with huge, huge amounts of detail."
The SanDisk ExtremePRO cards with write speeds at 90MB/s kept the Hasselblad H4D-40 continuously shooting every 1.3 seconds with no delay. "Shooting the models with the H4D required a change in my approach - I instinctively began to slow down and deliberately control the image flow. I know the Nikon D3S is a great tool, but it felt like a toy when exchanging cameras throughout the shoot compared to the Hasselblad."
Eric Peterson with Hasselblad was on location to answer additional questions about the Hasselblad H4D-40 and Phocus, the RAW processor for Hasselblad 3F RAW files written by Hasselblad software engineers. "Phocus has evolved into a powerful digital image processor and continues to reap the benefits from Hasselblad's experience with signal processing from the Kodak CCD's." Eric continues, "Most digital techs are stunned when they first view the interface [much like Lightroom] and discover the ease at which they can harness it's power."
Because the magazine shoot moved from one scene to the next very quickly, Jonathan regularly swapped CF cards with the digital tech to keep the cameras rolling. The CF card was copied onto the MacBook Pro, backed up on an external drive, and imported into Phocus to review the focus and details. CF cards returned to Jonathan were formatted before use to erase the contents and insure data integrity, "This is a good way to protect your data [swapping CF cards frequently]," says John Williams of Hotwire-Digital, "because if something does go awry, you are only down for the last 10 minutes, not the last hour."
Haute Couture Media is a full service marketing firm for clients who want to grow and develop their brand; "I want our clients to see how the creative process takes their ideas from concept to reality," Jonathan says in between shoots, "and [the video] is a great introduction to new opportunities."
