Archive for the 'Reviews' Category

29
Apr
12

Video Number 4 with Tim Wallace launches in the US with Kelby

Kelby in the US this week launched the 4th and final video in the series of films that car photographer Tim Wallace created in the US with them recently. This forth video looks in depth at the post production side of car photography and takes an image from class number 3 where Tim worked in nothing more than available light and looks at how we can adjust and improve that image to really bring it to life and add some drama and impact. Tim also looks at some further techniques and talks through how he not only approaches his post production work but also points out a few things along the way that photographers should be thinking about regarding their work all the way back to the point that they are taking the image with the final edit in mind.
All the classes have been receiving excellent feedback as photographers and keen amateurs around the World follow the series on Kelby Training.

Kelby Training – Post Process For Automotive Photography with Tim Wallace Checkout our four exciting classes online here

What Scott Kelby himself had to say…

“Congratulations once again on your classes Tim, people are absolutely loving them, and so am I, big time!
I really love your teaching style, and you come across great on camera. You sir, rock!

-Scott
Your humble student

The Wallace Classes Available on Kelby

The four classes that are online with Kelby Training from AmbientLife are;

1. How to light a car using multiple lights
2. Lighting a car and shooting detail with just one light
3. Shooting cars with only available light
4. Photoshop techniques for Car Photographers.

Behind the scenes during the US filming

All of the filming took place in Ybor near Tampa Florida at a location known as ‘The Trolley Barn’, a location made famous in its use during the filming of ‘The Punisher’ a few years ago. October in Florida is still pretty hot and during our first week the weather was indeed very humid with the whole team really feeling that heat inside the barn. Our choice of cars over the term of the shooting was a Ford Mustang V6, a Dodge Challenger, and a Cadillac CTS.

If you would like to watch how we worked with these cars and made the best use of our lighting then please join us online at Kelby Training where you can review and enjoy all 4 video classes, each of which is around 45 minutes to 1 hour in duration.

Kelby Training – Inspired Light with Tim Wallace Checkout our four exciting classes online here

22
Jan
12

Pro Interview Feature with Tim Wallace in Malaysia

DLSR Magazine Malaysia publish a 10 page feature on the work of automotive car and commercial photographer Tim Wallace this week. The magazine interviewed Tim for their ‘Pro’ feature and talked with him about his background, his drive, how he approaches his work today as recognised force in the commercial photography industry and just what the story is behind some of his strong views within the industry.

Read the full interview here online

09
Oct
10

Limited H4D Ferrari Edition

Two worldwide renowned companies born from the passion of two men now collaborate in the creation of the H4D Ferrari, a limited edition of Hasselblad’s latest flagship camera. This brand new model is dedicated to the new generation of photographers looking for the ultimate image quality, and will be produced in 499 units. A winning combination, the Hasselblad H4D Ferrari Limited Edition camera will have appeal to Ferrari and Hasselblad fans who appreciate the innovation, quality and design that symbolize both brands.

The H4D Ferrari Limited Edition is finished in Ferrari’s unique color “rosso fuoco”, and bears the legendary Racing Shield. The camera, which comes with an 80mm lens, is presented in an exclusively designed and engineered box with a glass top equally labeled with the distinctive Ferrari Racing Shield. Dual layers, one for the camera, with the lens and accessories housed in a separate lower level, are lined with a soft and rich material. This striking case is housed in a special handmade case and therefore is ideal for both storage and display.

Dr. Larry Hansen, chairman and CEO of Hasselblad: “I am proud of the company’s achievements since the introduction of the newest generation of Hasselblad cameras, the H4 series, and feel very honored to be able to celebrate our success together with such a precious brand.”

For more than 6 decades Ferrari as well as Hasselblad are renowned for technological innovative solutions, passion for excellence and an extraordinary sense of style. Based upon that mutual and absorbing passion, Ferrari and Hasselblad partner in the launch of this new generation of H4 cameras.

Catch a first glance of the striking red camera model at the Hasselblad photokina booth from September 22, 12:00am where it will be displayed for all intrigued visitors. The showcase will be located at the specially designed car stage, where renowned car photographers Guenther Raupp and Roberto Bigano will perform 30-minutes Master Classes demonstrating their set-up and shooting techniques.

For Ferrari enthusiasts striving to produce images at top speed, the brand new Phocus Quick software by Hasselblad that simply sidesteps any kind of complex postproduction will turn out to be the perfect tool to “strike home”.

18
Apr
10

CS5 the new dawning…

20 years after the first Photoshop was unveiled, CS5 is launched with many new and improved features

Adobe have unveiled the latest edition of their popular image editing software. Photoshop CS5 includes new features such as Content Aware Scaling and has made improvements on older features. Also unveiling Creative Suite 5, Photoshop will be available as both a standalone programme or as part of the suite.

Press release:

London, UK — April 12, 2010 — Adobe Systems Incorporated (Nasdaq:ADBE) today announced Adobe® Photoshop® CS5 and Photoshop CS5 Extended software, must-have releases of the professional industry standard for digital imaging. With millions of users celebrating the product’s 20th anniversary this year, Photoshop CS5 builds upon a rich history of innovation and leadership with groundbreaking features and performance gains that boost creativity and workflow efficiency. Packing in more technological advancements from Adobe Labs than any other release and incorporating enhancements to everyday tasks requested by the Photoshop community, the software has greater intelligence and awareness of the content within images, allowing for complex and magical manipulation in just a few clicks. Adobe Photoshop CS5 Extended delivers everything in Photoshop CS5, as well as advanced tools for 3-D which address the unique needs of the video, Web, medical, manufacturing and engineering industries.

Photoshop CS5 and Photoshop CS5 Extended will be available as stand-alone applications or key components of the Adobe Creative Suite® 5 family (see separate releases).

“The past two decades have demonstrated an amazing interplay between customers who want to push the limits of their personal creativity and a passionate team of Adobe engineers who make those visions a reality,” said Kevin Connor, vice president of product management for professional digital imaging at Adobe. “We experienced this firsthand when we posted a ‘sneak peek’ video of the team’s work on the Content Aware Fill feature a few weeks ago. It quickly became the number one viral video online, with close to 2 million views and its ‘magic’ was one of the top trending Twitter topics of discussion. This version of Photoshop has some of the most innovative and extraordinary technologies to ever come from our labs and clearly customers are already clamouring for it.”

Redefining the Image-Editing Experience

Now a native 64-bit application on both Mac and Windows®, Photoshop CS5 delivers superior tools and creative control so users can perform advanced image manipulations and compositing with ease. Revolutionary image intelligence behind Content-Aware Fill magically removes any image detail or object, examines the surroundings and seamlessly fills in the space left behind. Lighting, tone and noise of the surrounding area match perfectly, looking as if the removed content never existed. New Refine Edge makes nearly-impossible image selections possible. This innovative technology precisely detects and masks the trickiest types of edges, such as hair and foliage, while eliminating background colour contamination.

For photographers, Photoshop CS5 now offers next-generation high dynamic range (HDR) capabilities. When combining multiple exposures into a single HDR image, Photoshop CS5 preserves the full tonal range of a scene with unprecedented speed and accuracy. The new HDR Pro offers exceptional ghost artefact removal and greater tone mapping and adjustment control. With HDR toning, users can emulate the striking look of an HDR image with any single-exposure image.

Photoshop CS5 provides revolutionary tools that maximise users’ creative impact. Breakthrough painting capabilities include a Mixer Brush that blends an infinite combination of colours onto a single paintbrush tip, and Bristle Tips that offer lifelike brush strokes. Puppet Warp gives users the power to precisely reposition or warp any image element, such as straightening a bent arm in a photo or manipulating the landscape to generate a new perspective.

“Since its inception, Adobe Photoshop has been a key tool for pre-and post-production work in the motion picture industry,” said Jon Landau, Academy Award winning producer of Avatar and Titanic. “With Photoshop CS5 Extended, Adobe gives filmmakers new painting, HDR and 3-D tools that will help them push the limits of creativity. Faster performance with cross-platform 64-bit support and tight integration with other Adobe Creative Suite 5 software makes Photoshop CS5 an even more powerful tool in a filmmaker’s arsenal. Photoshop empowers filmmakers and creative professionals in virtually every other industry to turn their imagined ideas into onscreen reality.”

Community Involvement Drives Enhancements

In addition, more than 30 features and enhancements requested directly by the Photoshop community have been added to this release, including automatic image straightening, rule-of-thirds crop tool, colour picker and the ability to save 16-bit images as JPEGs. The goal of this engineering effort was to address seemingly minor enhancements that directly impact everyday workflow, but aren’t always at the top of the development list for a new release. A new customisable Adobe Mini Bridge panel is also available directly in the software for faster file browsing and management.

Taking 3D and Motion to the Next Level

Photoshop CS5 Extended includes everything in Photoshop CS5 plus tools for editing 3D and motion-based content. With new Adobe Repoussé technology, users can easily create 3D logos and artwork from any text layer, shape or mask, as well as twist, rotate and extrude designs for different looks. To mirror the realism and appearance of 3D objects, a new materials library offers a breadth of rich options, including chrome, glass and cork. Users can also enhance the appearance of 3D objects by quickly creating shadows with the new shadow catcher. For motion content, tools including paint, text and clone can be used directly over multiple frames of a video sequence with ease using single-key shortcuts.

Adobe Photoshop Family

Building upon the 20-year history of Photoshop innovation and leadership, Adobe offers a line of Photoshop solutions for every level of user. Photoshop CS5 and Photoshop CS5 Extended software are at the heart of the Photoshop family, providing unrivalled power and editing freedom. Adobe Photoshop Lightroom® addresses the workflow needs of serious, amateur and professional photographers, helping them find, manage, enhance and showcase images in powerful ways. Adobe Photoshop Elements software provides accessible tools and sharing options for photo enthusiasts. Snap-shooters can quickly and easily share and edit photos with simple gestures using the free Photoshop.com Mobile application on their iPhone or Android™ devices. Photoshop.com completes the Photoshop line providing an online photo sharing, editing and hosting resource for all.

Photoshop CS5 Pricing and Availability

Adobe Photoshop CS5 and CS5 Extended are scheduled to ship within 30 days with availability through Adobe Authorised Resellers, the Adobe Store and Adobe Direct Sales. Estimated street price for Adobe Photoshop CS5 is £548 (ex-VAT) and £794 (ex-VAT) for Photoshop CS5 Extended. Upgrade pricing and volume licensing are available. For more detailed information about features, OS support, upgrade policies and pricing, please visit www.adobe.com/uk/products/photoshop/family/

About Adobe Systems Incorporated

Adobe revolutionises how the world engages with ideas and information – anytime, anywhere and through any medium.

22
Mar
10

New Bugatti 16 C Galibier Launched

Bugatti’s first modern four-door sedan was revealed this week at the Geneva Motor Show, just a few months after it was first teased to the press. To say the new Bugatti 16 C Galibier Edition is breathtaking would be an understatement, as this return to original form is a stunning achievement for the French automaker. The Bugatti 16 C Galibier Edition takes the brand’s emphasis away from the now trademark sectional front-end design for a more refined appeal. Earlier renderings showed the 16 C with its typical raised grill and dropped headlights in blue and silver, but the design here seems to have unified these sections in an all black paint job.

Bugatti was originally known for luxury, and while this emphasis never really passed, the focus of the mark seemed to be on performance. The Bugatti 16 C Galibier Edition is a return to form that we strongly support. That Bugatti grille and back-end logo look so comfortable on this design, as the emphasis on luxury seems to have returned to Bugatti’s primary focus– at least in this vehicle. Now if only we could find a way to scratch together the $1.6 million asking price…




20
Feb
10

aperture 3 the next best thing?

What’s New in Aperture 3

Faces
Faces makes it faster and easier to search thousands of photos for shots of a particular person.

Find a face in a crowd.
Faces automatically detects faces in your photos. Once a face is detected and identified, Faces can recognize that face and then scan your entire library–or individual projects–to find others just like it. It can even find a specific face in group shots. The more you use Faces, the smarter and more accurate it gets, making it easier to find shots of a particular person.

Put a name to the face.
When Faces shows you an unidentified face, simply type in the person’s name. When you export your final images, the name is embedded as a keyword.

Aperture takes Faces further.
Aperture 3 expands on the power of Faces in iPhoto ‘09. Not only can you view the people you name across the entire library, you can now see them in individual projects. And the new Show Unnamed Faces pane displays all the detected-but-not-yet-named faces in a project to help you easily add names.

Places
Now you can use GPS location data to explore your photos by the places they were taken. Better still, find them on an interactive map.

Organize your library by location, location, location.
If you’re shooting with a GPS-enabled camera, Aperture 3 uses reverse geocoding to convert location coordinates into familiar location names, then displays those locations on the Places map. If you’re using a separate GPS tracking device, the path of your photo journey appears on the map when you import a track log. You can even extract locations from iPhone tracker apps or your iPhone photos. Which means you can instantly find all your Yellowstone photos, for example, without typing the word “Yellowstone.” Photos can be organized by country, state, city, or a point of interest such as Old Faithful or the park visitor center.

Put your photos on the map.
If a photo doesn’t include GPS metadata, simply drag the photo to the spot on the map where you shot it. A pin appears. Then, when you’re searching for photos, use the map’s navigation menu to quickly find the location. When you click the pin, Aperture displays all the photos taken there.

Easy course corrections.
If you need to change the location of your shot, drag the pin on the map across the street or across the country. The GPS data associated with the photo updates automatically, so you know where your photos are at all times.

Brushes
New nondestructive, edge-aware brushes let you selectively apply powerful adjustments to photos.

Precise brush control.
Brushes let you paint in a wide range of effects to selectively fine-tune your photos. With precise control of the size, softness, and strength of each brush, you can adjust only the parts of the image you want, leaving the rest untouched. For example, you can burn the green of a palm leaf lying on a beach to decrease the exposure and make it darker, without touching the rest of your photo. Or you can dodge just its shadow to increase the exposure and bring out the detail of the sand. No matter how much you change an image, you can always go back to the original.

Brush in special effects.
Never before have so many special effect options been so easy to use. Smooth skin, change the color of the sky, blur the background, sharpen lines, intensify colors, and more.

Quick Brushes for quick fixes.
Fifteen Quick Brushes handle the most common touch-up jobs with just a few strokes. Dodge and burn, for example, or add a polarizing effect. Smooth imperfections in skin, reduce saturation, or sharpen detail. All Quick Brushes are easily accessible from the tool strip.

Brush inside the lines.
The Detect Edges option helps you make adjustments exactly where you want them. Say your image is of a dark mountain skyline against a red sunset. The brush actually sees the edge of the mountain, so you can brush color into the silhouetted mountain without splashing color into the sky. Or darken the red of the sunset without affecting the mountain. Detect Edges makes retouching easier and saves you time.

Adjustment Presets
Dozens of new adjustment presets give your photos a wide range of looks. In just one click.

One-click quick fixes.
Ready-to-use Quick Fix adjustment presets sharpen images, pump up vibrancy, perform quick exposure shifts, make easy white balance changes, and recover blown highlights. You can also experiment with a variety of effects, from sepia to cross process color shifts to black-and-white in different contrast grades. Apply any combination of adjustments with a single click. And because adjustments are nondestructive in Aperture 3, another click can remove effects and return your photo to its original state.

Experiment with different processing techniques and styles.
How would your photo look in sepia? Or in high-contrast black and white? What if the shot had been taken with a toy camera? Adjustment presets let you apply these effects and others instantly to a single photo or across an entire project.

Instantly see adjustments in a preview screen.
It’s easy to see how different adjustment presets will change your image. Move your cursor over the different preset options, and a pop-up window previews the image in each effect as quickly as you can scroll.

Create your own adjustment presets.
If you’ve created just the right look for a photo and want to apply it across a project, Aperture 3 saves you hours of work. Just save your refinements as an adjustment preset and apply it wherever and whenever you like. You can also import adjustment presets created by other Aperture users or export your own to share.

Full-Screen Browser
Take advantage of your Apple display to get a big, uncluttered, full-screen view of your library.

Full-screen everything.
Browse through your entire library in the full-screen Browser, quickly moving from project to project without leaving full-screen view. Make selects and compare them side by side. Zoom from 25 percent to 1000 percent to study details. Even browse your video. All on your brilliant Apple display.

No obstructions, no distractions.
You want to see your photos, not control panels. The Aperture 3 Vanishing HUD feature lets you temporarily hide the Adjustments inspector so you can work on your photos full screen, with nothing in the way. Just select the control you want and hold down the Shift key. Everything but that control melts away, leaving you an unobstructed view of your work.

Instantly browse through your projects.
With Aperture 3, browsing through your library becomes a visual feast. Use the Library Path Navigator to instantly move between projects, then view resizable thumbnails using every inch of your screen. Not only is it easier to find what you’re looking for, you get a beautiful view of all the great shots you’ve taken.

Advanced Slideshows
Create spectacular multimedia shows with photos, HD video clips, titles, layered soundtracks, and professionally designed themes.

Use familiar iPhoto ‘09 slideshow themes. And more.
If you’re moving from iPhoto ‘09, the slideshows you created with themes such as Snapshot and Shatter are preserved in all their brilliance. Aperture 3 includes all iPhoto themes and two new themes: Watercolor Panels and Photo Edges. Each theme gives you a professionally designed layout, title treatment, and transitions to create a distinctive backdrop for your photos. Choose a theme, drop in some photos and HD video clips, and produce amazing slideshows in seconds.

Combine photos, audio, and video clips in one show.
If your camera records video, you can import it into your library along with your stills and include it in your slideshow. Just drag a video clip into the slideshow as easily as you add a photo.

Create and edit layered soundtracks.
To personalize your slideshow, just add music from your iTunes library (DRM-free only). Then drop in audio clips stored in your Aperture library–voiceovers, narration, or other sounds recorded on location–for a multilayered soundtrack. If you’re including video in your slideshow, you can add the audio from the video, too.

Tap out the time of your fades and cuts.
Talk about fingertip control. With Aperture 3, you control the pace of your slideshow with the tap of a finger. As you watch the slideshow, press the Return key to determine when each slide begins and ends. As you tap out each slide change, Aperture 3 records your custom timings.

Add titles, borders, and colors.
When using the Classic and Ken Burns themes, you can add titles anywhere in the slideshow in your choice of font, size, and style. Choose borders and background colors. Scale photos. Even control fades and adjust transition times.

Import
Preview and adjust images while you import.

Aperture 3 lets you get to work faster.
The fun begins even before you finish importing your photos. Double-click thumbnails in the Import window to view images, play videos, and hear audio files before they’re fully imported. If you’re on a deadline, you can begin adjusting an image even if it’s still being copied from your memory card to your Mac.

While the files are importing, Aperture 3 grabs data like shutter speed, aperture, lens, and focus points and starts sorting it right away. You can even add your own keywords and automatically apply an adjustment preset on import.

For extra flexibility, Aperture lets you store your images wherever and however you like–directly in Aperture 3, on external drives, or in their original folders. Choose to import RAW and JPEG images together or as separate images so you can work with them individually. And Aperture 3 can automatically back up your master images to a second drive during import.

The Future?

Well we have started to hear issues about 3 crashing and causing memory leaks but like any new software a new revision is most likely around the corner already and the simple act of removing version 2 before installing 3 can help. With Lightroom 3 expected soon it will be interesting to see just what approach it will take.

14
Feb
10

Tim is featured photographer on Kelby TV


DTown TV is a weekly show brought to you by Scott Kelby and Matt Kloskowski with KelbyTraining.com.

View online now

Episode Summary
In this week’s episode, Scott and Matt discuss:
Scott kicks the show off with a tip on reflections for product photography Matt shows how he clean his camera’s sensor using Visible Dust products Scott Bourne stops by to talk about the new Canon 1D MkIV Matt and Scott show how to get the most out of your on-camera flash Larry has a creative tip on using sports equipment bags as photo gear bags This week’s photographer is automotive photographer Tim Wallace

Links Mentioned

http://visibledust.com

http://photofocus.com

http://twitter.com/scottbourne

http://mpix.com

http://www.ambientlife.co.uk/

24
Jan
10

Hasselblad H4 – ‘fit for purpose?’

The new Hasselblad H4D featuring revolutionary True Focus functionality.

Fit for purpose
“As the weeks progress and we edge forward into a new year we are starting to hear more and more about the latest offering from Hasselblad, the H4.
So what’s all the hype about and can things really be that different as it seems only recently that the H3 was launched. Well indeed to understand the H4 in some ways I feel we must look back to the current H3 and the press that it received not only for its quality and accuracy but also for being the turning point where Hasselblad closed the platform and took total control of the system. I purchased my H3 DII in February last year after testing several alternate solutions including Phase One and also Leaf so in some ways my feelings and review of their equipment could be seen to be hopefully quite useful as I’m not a camera journalist who just got one for the afternoon and shot his mates car out of the office window, I’m the end user, the customer, the working photographer! Sure I work at a reasonably high level as a commercial photographer with high end clients such as Aston Martin but at the end of the day nobody would drop thousands on the table without doing their homework first. I give seminars each year and one question that rears its head a lot is whats the best model of camera I can buy, this is of course the million dollar question if you mistakenly perceive that its the camera in your hand that will produce a great photograph and not the correct sequence of firing brain cells behind your eye, also referred to sometimes as ‘your imagination’. Sure a quality camera is important even if like me you believe that you could give Ringo Starr a baked bean tin and he’d still get a decent tune out of it… My point here is that I did then and do now fail to understand why the big uproar about Hasselblad closing their platform from accepting other makers digital backs etc. At the end of the day it would be foolish to invest in a £8k SLR body and then shove a £200 lens on the front and have the brass to complain that image quality was not as good as you expected. I think the point here is that I did not buy a H3 I bought into a system that has excellent support, offers me the backup to continue to work anywhere in the world whenever I need it and indeed one that can actually start to guarantee quality and more importantly constancy through the ‘capture’ element of my work flow. So in a nut shell my thoughts on Hasselblad are that they currently, for me, deliver the best solution for my work, the Hasselblad I shoot on and all the other bits that bolt on including 5 lenses are over the last year faultless and do not have me wondering if they will fail in any given situation, peace of mind you could say, or indeed ‘fit for purpose’ and I work as a photographer because of two basic reasons, first its my passion and second it’s my business, anybody who approaches business with any less of an attitude may indeed think life is great, at least for the first year, but they will soon realise that unless like me your lucky enough to find something that your really passionate about, and also learn to balance that with a hard sense of business and money, you will inevitably fall by the wayside with a nice but useless box marked ‘my favorite prints’. My H3 will inevitably be switching to the new H4 in the coming months as the benefits that the H4 offers me will further allow me to concentrate on the subject in front of me and give me the peace of mind that the only thing I need concern myself with when packing for a shoot is that the batteries are charged up, and that’s the way that I like it. The best camera is the one in your hand and mine just happens to be a Hasselblad through considered choice for my particular role, it is very much fit for my purpose, no voodoo or smoke and mirrors, just a reliable good quality system that helps me create great images and continue a successful business.”
Tim Wallace – Photographer

APL – What’s it all about?
Hasselblad has introduced two new cameras to its H System of medium format cameras. First comes the H4D-60 with a 60MP sensor. It features the ‘True Focus’ AF system that can measure the movement of the camera when recomposing after focusing to ensure that focus remains on the target – a system Hasselblad calls Absolute Position Lock. Along with the H4D-60, the company has also launched the H4D-50 with a 50MP sensor, replacing the H3DII-50. The H4D-60 will start shipping from November 2009 and the H4D-50 will ship in the first quarter of 2010.

With the release of the new H4D-60, the first H4D camera and most recent addition to the Hasselblad H System, Hasselblad marks the beginning of a new chapter in the history of medium format DSLRs. The H4D-60 will feature True Focus with APL (Absolute Position Lock), making auto-focus substantially easier and more accurate for photography professionals.

As part of the celebration honoring the first manned lunar landing and the first lunar photography, camera manufacturer Hasselblad is announcing another first, the launch of the H4D camera series. The first model in the new series is the H4D-60, featuring a 60 Megapixel medium format sensor.

“We are thrilled to be able to announce the introduction of the H4D,” says Christian Poulsen, CEO of Hasselblad. “This step represents the natural evolution of our H System and of our photographic strategy in general. As part of our efforts to inspire 35mm photographers to step up to the quality found in high-end DSLRs, the H4D series is built upon the successful H3D platform and features our revolutionary True Focus technology. The H4D also comes bundled with our new Phocus 2.0 imaging software.”

True Focus and Absolute Position Lock
“True Focus helps solve one of the most lingering challenges that faces serious photographers today,” he continues, “true, accurate focusing throughout the image field. Without multi-point auto-focus a typical auto-focus camera can only correctly measure focus on a subject that is in the center of the image. When a photographer wants to focus on a subject outside the center area, they have to lock focus on the subject and then re-compose the image. In short distances especially, this re-composing causes focus error, as the plane of focus sharpness follows the camera’s movement, perpendicular to the axis of the lens.”

The traditional solution for most DSLRs has been to equip the camera with a multi-point AF sensor. These sensors allow the photographer to fix an off-center focus point on an off-center subject, which is then focused correctly. Such multi-point AF solutions are often tedious and inflexible to work with, however, and do not really solve the problem, claims Poulsen.

“Photographers have grown accustomed to using auto-focus systems in their day to day work and we see increasingly higher numbers of focus points advertised in each new wave of AF products. The term ‘multi-point auto-focus’ is a bit misleading, however, for cameras with sensors larger than APS,” claims Poulsen. “Due to the physics of an SLR-camera, the off-center focus points that are offered are all clustered relatively close to the center of the image. To set focus outside of this center area, the photographer is still forced to focus first, and then shift the camera to reframe, with the resulting loss of focus as a result.

To overcome this problem, Hasselblad has used modern yaw rate sensor technology to measure angular velocity in an innovative way. The result is the new Absolute Position Lock (APL) processor, which forms the foundation of Hasselblad’s True Focus feature. The APL processor accurately logs camera movement during any re-composing, then uses these exact measurements to calculate the necessary focus adjustment, and issues the proper commands to the lens’s focus motor so it can compensate. The APL processor computes the advanced positional algorithms and carries out the required focus corrections at such rapid speed that no shutter lag occurs. The H4D’s firmware then further perfects the focus using the precise data retrieval system found on all HC/HCD lenses.

“This technology takes AF to an entirely new level, correcting for the vertical and horizontal focus-shift that results from the rotation of the camera around an axis close to camera,” says Poulsen, “In simple terms, True Focus allows the photographer to concentrate on their composition, to focus on their creativity, while True Focus takes care of the other, more mechanical focus.”

True Focus on the H4D can be set to work at a half press of the camera release button, or via any user button programmed to AF-drive when the camera is in manual focus mode. This, the first release of True Focus, only corrects the horizontal and vertical positioning of the camera, and does not correct for any focus-shift which results from larger lateral movements of the camera during recomposing. The True Focus technology and APL (both patent pending) mark a significant milestone for Hasselblad’s high-end DSLR strategy and represent the result of many years of development work.

Faster Software, Shorter Learning Curve
The new user interface in Phocus 2.0 drastically reduces the learning curve for high-end imaging. The average photographer will be up to speed in less than 15 minutes, claims Hasselblad CEO Christian Poulsen. Functionality has not been lowered, however, with Phocus 2.0 matching or bettering the speed, functions, and usability found in Lightroom, Aperture, and Capture One.

“We’ve increased speed, increased functionality, and dramatically increased the speed at which photographers can learn to use this advanced software,” says Poulsen. “In less than 5 minutes an amateur photographer can learn to work with our images. In less than 10 minutes, learn how to setup for production of high-res files for Photoshop. In less than 20 minutes learn how to shoot tethered as a professional studio photographer. The new version of Phocus is just another step in our efforts to make complex functionality simple to use, allowing photographers to focus on their shooting.”

This philosophy lies behind a range of the features found in the H4D, including Hasselblad Natural Color Solution (HNCS), which achieves consistent color reproduction using a single color profile, and digital lens correction (DAC) which perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting or chromatic aberrations. It was also the key motivation for what will surely be the most attractive feature in the new H4D, Hasselblad True Focus, explains Poulsen.


Hasselblad H4 Product




Ambient Life Online

A selection of other online sites that offer a look into the work of UK Professional Photographer Tim Wallace.

www.ambientlife.co.uk


Photographer Tim Wallace is the driving force and creative thinking behind Ambient Life.
An award winning photographer he is probably best known for his commercial car and advertising work.

Tim works with many well known brands and clients such as Aston Martin, Land Rover and Kenwood in the US, and has recently been named as one of the ten photographers to be selected by Hasselblad for the quality of his work and creative vision to represent their new 'Pro Team' to be launched in 2010.

 

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