Jerry Avenaim - Image composite by Michael Brittain for Atomic Digital

Since my transition into digital photography, I have always strived for a consistent workflow. Just as with film, all my images needed to have the same consistent look and feel to them. At first, this was quite challenging due to the limitations of the tools that were available to digital photographers, and at the time, most gray cards were made for film. When I started using the Greytag Macbeth ColorChecker card, I saw a 100 percent consistency in the color of my photographs. The only drawback (unless in studio) was the card’s large size. I would often leave it behind or in the car when on location due to its larger size. But then I was left with the painstaking task of trying to color correct and process an entire shoot with no card to go by.

With the latest color management device by x-rite, I now feel a real sense of freedom. I can fit the ColorChecker Passport in my back pocket and not think twice because of its size.  And beyond its compact size, this relatively new product changed my workflow even further. Its functionality and control takes us ten steps forward in color management, as it approaches management in an entirely new way – more like a smart card.

From the x-rite web site: “The art of color management is all about getting your colors to match from input to output. That means your camera captures true colors, your monitor displays them accurately, and your printer produces a photo that matches what you see on screen. The ColorChecker Passport is an essential component to attaining a 100% color-managed workflow. Plus, the included Enhancement target helps you take your vision one step further by providing the creativity to quickly and easily edit and express your colors just as you’ve always imagined. Whether it’s a studio shot, a colorful nature scene or a multiple photo event, you can extend the power of your photo editing software with one-click enhancements that articulate your inspiration.”

Instead of my stumbling about trying to explain with the written word (which would consume pages), take a look at this terrific video demonstration by Adobe expert Seth Resnick. This video will explain the uses of the Passport far beyond my writing ever could!

All I can say is WOW! This is truly the ultimate in ease and consistency!

Jerry Avenaim

Fashion Photographer Jerry Avenaim has been a highly sought out teacher and speaker regularly within the photographic community at events such as Photo Imaging and Design Expo, Photo Marketing Association International (PMA) and Photo Plus Expo in New York since 2002. Jerry has inspired and guided a generation of photographers through his lectures to students at universities like Columbia College Chicago, Harrington College of Design, Santa Monica College, College of Southern Nevada and The School of the Art Institute of Chicago. Not restricted to just the classroom, Jerry has also led hands-on photographic workshops in diverse locations throughout the United States.

Taking the experience and knowledge of his years as a seasoned fashion, celebrity, advertising photographer, Jerry has been the featured on countless photo magazines. Not afraid to share his knowledge, he has authored many articles on his photography style and techniques.

Private Instruction: What better way to learn than one on one with photographer who has experience in all genre’s of photography? For all experience levels–this is the way to learn years of photography in one day. Limited in availability this unique experience can offer instruction with complete privacy and concentrated attention catered to your photographic aspirations.

With contacts from years of shooting Jerry will facilitate the models, hair and make-up, for your private instruction.  And as one affluent client offered, Jerry will fly to your exotic vacation spot, vacation home, or even your private location to help you learn how to shoot like a pro with your own family and even your own equipment or his professional camera gear!

Taking a Crash Course in what you want to learn and how!
A full day private workshop with Jerry Avenaim, one on one from concept to completion. Relax and take comfort in knowing this event is tailored to best fit your educational understanding.

Your day will include: To start the day you will learn lighting techniques that apply to portrait, advertising and fashion photography. You will learn how to direct a model and take control of YOUR shoot from styling the model (model and make up artist provided) to pushing the shutter.  Choose a day in the studio to learn strobe lighting  or a day outdoor to learn location lighting, or you can have BOTH by splitting your day in half. After the shooting time Jerry will personally teach you his digital workflow solutions for post production of your images. Before the end of your day you will have learned how to promote yourself, your imagery, and how to work with professional models and make-up artists.  The knowledge is not that only thing to leave with you as in your hand you shall have hi-res images on a DVD from your shoot, digitally enhanced, and were even reviewed by world renowned photography Jerry Avenaim. Learn how to get models from agencies, marketing yourself and business? Book your private photography workshop now by contacting Jerry Avenaim Studio!

To contact via telephone call 323-876-3374 or send an email to discuss your needs.

Regards,

Jerry Avenaim

Polaroid announced at a press conference in Hong Kong earlier this week that it will relaunch its instant cameras and film, with distribution expected in mid 2010. The announcement came largely in response to The Impossible Project, a group of Polaroid enthusiasts in the Netherlands that has been trying to recreate the magic of the film on a low budget and is now tasked with recreating it for Polaroid. As a fashion photographer this is music to my ears. I’ve been shooting 8X10 Polaroid for 20 years and miss the days. I do hope that Polaroid will reintroduce this product as well.

Rob Haggart at A Photo Editor pointed my friend Andy Patrick of livebooks to two impressive documentary videos seen here (or watch below) shot with the Canon 5D Mark II by Danfung Dennis and Yassine Ouhilal, respectively, Check out Rob’s behind-the-scene interview with Yazzy in particular. As a celebrity photographer, I myself have always had a love of cinema. These two masterpieces are opening brave new worlds everywhere.

Battle for Hearts and Minds Trailer from Danfung Dennis on Vimeo.

Bravo!

My first Vogue cover of Cindy Crawford shot when I was 24 years old

Fashion photographers have a hard time getting noticed these days. There’s just too damn many out there, even for seasoned veterans it’s a cut throat era.

I was asked a question this morning by a young photographer, and since I have not had the time to do any writing (more about why in my later writings *hehe*).

The young photographer a world away asked…
Hey just a question??
How on earth do you ever get noticed
do tell about your sucess

So I thought, well this is an easy enough answer if I give the short version, at least it was for me on my chosen path.

“In one word it would be tenacity. That said,  do things extra-ordinarily and then get in people faces with it. Be charming, but never take no for an answer, everyone want’s to be noticed… But it’s as simple as telling an art director or editor, “I want to work for your magazine” if they so no reply with “then please tell me how to work for your magazine.” And so on, you keep showing that person your passion and desire and they will eventually say yes…

A footnote: Just remember you must have the goods (portfolio) to back it up!

Jerry Avenaim