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Wednesday, August 7, 2013

Special Offer from Parlay Studios

Back in March, we featured Parlay Studios. Located in Jersey City, just minutes from lower Manhattan, Parlay Studios is the perfect place to shoot if you want to avoid the New York City hustle and bustle. This August, Parlay is offering photographers a discount on studio time and equipment for the entire month of August as part of their Open Studio Program. Click for more information.



“Helping grow and develop creative talent and expression is part of our mission,” says executive producer Adam Himber. “We feel that supporting new talent, and established artists, is a great way to grow our business and the artistic community in this area.”

With over 10,000 square feet of studio space, three different stages and ground floor, drive-in access, Parlay has been host to shoots and campaigns by clients like ALDO, BMW, Top Gear, MTV and Nordstrom. The studio is configured for photo and video shoots, has and extensive in-house inventory (supported by Foto Care) of lighting and grip equipment and is currently expanding into providing location services for film and television.


To take advantage of this great offer, copy and paste discount code: OSKSTRE8459 into the subject of an email message and send to studio@parlaystudios.com when you book a studio time or equipment rental.

Wednesday, June 19, 2013

The Cartwheel Initiative Gallery Show


Last night, artists from The Cartwheel Initiative came to Foto Care for a gallery show. The show was a great success and quite eventful! There were silent auctions, a stop motion booth, food and drinks. The group was able to raise money for their trip to Sri Lanka later this summer to work with kids through a series of workshops in storytelling, filmmaking, photography, multimedia visual arts, and music composition. But, they still need your help. Visit The Cartwheel Initiative website here to donate to their cause.

Cartwheel Initiative artist Deborah Feingold talks with guests
Sri Lankan food was on the menu for the show
Cartwheel Initiative artist Ashok Sinha talks with a guest
Ashok Sinha makes a speech


A stop motion booth was set up to keep guests entertained during the show

Friday, June 14, 2013

Jay Maisel's Light, Color and Gesture

Jay Maisel
On Tuesday night, photographer Jay Maisel gave a talk at Foto Care on his latest work. It was great to hear from such an accomplished photographer and learn what elements are important to creating his work, like the use of light, embracing color and gesturing in photographs. After the talk, Jay took questions and attendees were able to talk to Jay one-on-one and take pictures.

Jay Maisel with Iranian photographer Kimia Rahgozar
Thank you to everyone who was able to attend this event!

Monday, April 29, 2013

Q&A With Videographer Danny Hastings


Foto Care: Tell us about yourself and how you got into photography.
Danny Hasting: My name is Danny Hastings and I've been a professional photographer for 20 years now and a filmmaker for about 15 years. I got into photography in high school where I was the director of my yearbook. One of the responsibilities was to use the school 35mm camera to take candid photos of students and group shots of all the classrooms and teachers. I loved the responsibility and walking with a camera at all times; it gave me a certain power in the school that other kids didn't have. I was the man in high school! Everyone wanted me to take their picture. Little did I know I was on my way to become a professional photographer. In NYC I acquired a Canon A1 and started to shoot as a hobby, my hobby became my passion and my passion became a career. I signed up for a correspondence photography school, and with the knowledge I gained there, it helped me get a photo technician job at one of the most popular colors labs in NY at the time called SPECTRA LABS. After I became a professional photographer about 3 years in my career, I took classes at NYU SCE in the Film Production program and started to offer film and video services to my clients.

FC: What was your break out job that help launch your career?
DH: It was definitely shooting the album cover for the first Wu-Tang Album "Enter the 36 chambers", which was then quoted one of the 100 most influential records of our times by Billboard Magazine. This record went platinum (1 million units) the very first year. After landing this gig, major hip-hop artists wanted me to shoot their album cover. In 1994 I shot 35 album covers, almost an album cover every 2 weeks.

FC: What has been your favorite assignment(s) to date?
DH: There are so many... It's hard to choose! In photography I have to choose the Nas "I am" album cover. I must admit I'm not too crazy about what the client did with the design, but that is another story. The reason why I love this project is because I discovered how good I really was under pressure. This job was a real challenge that I was not prepared for, but I had all the photography skills and knowledge in me to make it happen and I pulled it through. This was Nas’ 3rd album; he had 2 prior platinum albums so he wanted to go big. The idea was to recreate King Tut's golden sarcophagus, but with Nas’ likeness. It was 1998, early Photoshop, so thinking 3d rendition was not even a thought for me. We had to physically build this thing and shoot it. So I hired a sculptor and we set out to build a Nas version of an Egyptian Tomb. The sculptor did and amazing job. He took a cast of Nas’ face first and sculpted the rest of the piece made out of clay and wood. He even carved little pieces of porcelain glass to recreate the little stones of the original piece. He hand-painted the piece with a gold reflective paint and, it was not only such a beautiful piece, but it looked like a real museum treasure and looked exactly like Nas. But, there was one little BIG problem I was not anticipating: this piece was a golden reflective work of art. I was basically shooting an irregular golden mirror. After 5 hours every shot was bad, nothing I was doing was working. The art director was nervous. The piece didn't look like Nas. How could that be? His face was casted, it was a mold, it was definitely his face. What was wrong? Then I realized that it was impossible for me to define his face because a reflective surface cannot produce shadows on its own reflective surface. Eureka!!! I had it! I had to create the illusion of shadows and highlights by creating white and black reflections with white and black cardboards strategically placed between the golden piece and the camera in areas where the reflection would be in place of a shadow or highlight. It took me 11 hours to get the job done and save the day! Everyone was happy.

For video, it has to be my latest job. A music video that involved shooting in a racetrack, a mansion on top of a mountain, a Bugatti (1.2 million dollar car) and a real African Lion walking towards the camera. Oh, and I forgot the sexy models on set. 

FC: Where do you draw your inspiration?
DH: I draw my inspiration from art. From classic photography, paintings, films and music. I study a lot of the great classic photographers and borrow elements of lighting, angles and framing. From painting, I take color applications and concepts. From film I take the story, sometimes style and fashion inspired by a period piece. 

FC: What do you do to market your services?
DH: In this business one cannot get too comfortable, you snooze, you lose! And you cannot just let the work get you business. You must take action and market your work. People hire people that they know and re-hire whom they love to work with. So it is very important that when you market yourself, you also build relationships with those clients. I send postcards, emails and keep a log of periodic phone calls to keep in touch with clients. I also like to go to conferences where I know potential clients are going to be. I meet them face to face, sometimes a hand shake could solidify that next gig. I'm big on showing face. Also, OUT OF SITE, OUT OF MIND. Live by those words.

FC: Do you use social media as part of your marketing mix? Do you think is effective?
DH: I do use social media, and is it effective? Yes. I use FacebookTwitterInstagram and LinkedIn.  ou have to stay connected and propagate your work constantly. It's effective, but you have to go massive. You have to be constantly sharing your work. It can't be one post today and another one in a month. Social Media is so saturated now a days that you must engage your fans and clients with something different than just posting a picture. Share a story, or share tips on how you did it a particular image or video effect. If you want NEW clients, social media is a perfect tool for this because you can create an incentive, some sort of promotional discount for first time clients to hire your services. There are so many things you can do. I think of social media as free advertising for my work.

FC: How has your work change over the last few years.
DH: Over the last few years, for photography and film, my work has gotten very stylized. I pay attention to detail more than ever. I think I also have gotten a lot faster all around. What used to take me a long time to get  done, today I do it quicker. Certain things today are second nature. I experimented so much in my early years that today I know what type of light I'm going to use, camera, lens, etc. for a specific project. And also today, never second-guess myself. I have one speed and one direction and then it’s just GO!!!

FC: Where is your work heading next? Where do you see yourself in the future?
DH: Without a question is movies. I see myself directing more movies in the years to come and one day before it is my time to check out in this lifetime, I will have a nation wide release in all movie theaters across the nation. Mark my words.

FC: What equipment are you currently using to produce your work?
DH: For most of my photography jobs I use the Canon 5D Mark II, for higher-end work like advertising and billboards I use a Hasselblad digital camera and for my music videos I'm using Red Epic, Arri Alexa and recently I used the Canon C100.

FC: What equipment would you most like to own but don't have yet?
DH: Red Cam or Canon C100 or C300. 

FC: How do you choose your locations?
DH: I choose my location in different ways. For video I tend to use a location manager or a scouter. For photography I do it my self. Sometimes the client chooses a location.

FC: When did you first hear about Foto Care? 
DH: I can't quite remember when I first heard of Foto Care. In my memory Foto Care has been there for me from day one. I know for a fact has been 16 years, since that is my oldest son's age and I remember there was a picture of him as a baby in the old Foto Care location.

FC: What is it about Foto Care that brings you back?
DH: Foto Care's team is really knowledgeable when it comes to photography and new video equipment. It is because of Foto Care that I got to test the newest toys in the market. More than that, Foto Care is like an extended family, they really compliment my career by working with me and advising me on what is the best tool for me to rent and so I cans execute my job even better.

View more of Danny's work on his site and register for this event on our events page!

Tuesday, April 23, 2013

Foto Care at GEAR2: The Show

Foto Care's staff and friends (including Pat from Canon and Cliff from Profoto) setting up our booth.

This past Sunday, April 21st, Foto Care participated in GEAR2. GEAR2 is a mini trade show that featured video and cinema vendors, equipment and rental houses. We were very excited to be able to show all of the amazing Canon equipment that we rent and sell!

Ryan sets up rig

We had a lot of Kobold lighting as well as some light modifiers from Broncolor, like the Parabolic Umbrellas!
Daniel from Rentals was able to get some great photos of the show. Enjoy!

Photo by Daniel Orren

Photo by Daniel Orren

We had a lot of Canon equipment to show, including the 1D C, C100 and cinema lenses.

Photo by Daniel Orren

Photo by Daniel Orren

Photo by Daniel Orren

The booth looked great all set up! Photo by Daniel Orren

Photo by Daniel Orren

This great Rotolight set up provides flattering lighting for video. Photo by Daniel Orren

Daniel took this photo of Ryan using the Rotolight above! Photo by Daniel Orren
Rental Manager, Fred was at GEAR2. Photo by Daniel Orren

Richard from the digital department of Foto Care talks with attendees. Photo by Daniel Orren

Photo by Daniel Orren

Wednesday, April 10, 2013

Judging the School of Visual Arts' 5th Year Award

From left to right: Tony Gale, Peter Berberian, Kane Giblin, John Cowey, Katie Humphries, Carol Dragon and Jason Borbay

For the fourth year, Foto Care has sponsored the School of Visual Arts' 5th Year Award along with Gotham Imaging and Brewer-Cantelmo Portfolios. Every year, this award is given to three graduating photography students whose work merits special recognition. The recipients receive professional services in the form of Foto Care rental equipment, printing and portfolio design. Last year's judges were photographer Ira Block, Aurelie Jezequel of Resource Magazine, photographer Tony Gale, Spencer Jones of Glasshouse Assignment and Brian Madigan of Real Simple Magazine and they chose Brittany Cohen as last year's first place winner. Past winners include Anders Wallace and Jamey Lord.

This year, the panel of seven judges included photographer Tony Gale, Peter Berberian of Gotham Imaging, Kane Giblin of Foto Care, John Cowey of the Gitterman Gallery, photographer Katie Humphries, photographer Carol Dragon and artist Jason Borbay. After looking through over thirty portfolios, the seven judges were able to agree on the three winners that will be announced at a later date. The first place prize will receive $1,000 in free rentals from Foto Care, 2nd place will receive $500 in free rentals and 3rd will receive $250 in free rentals. 

It is truly inspiring to see what SVA students are creating! The submissions ranged from fashion to photojournalism to fine art to documentary. We're looking forward to revealing the winners and we're so excited for them to come into Foto Care for their free rentals!

Friday, March 22, 2013

Hasselblad H5D

Introducing the Hasselblad H5D!
We recently shared the news that Hasselblad has introduced the H5D to its H Series at Photokina. The new Hasselblad H5D has a ton of new features, including:
  • New HCD 4.8/24mm lens
  • New macro converter
  • More accurate focusing with True Focus II
  • New immediate focus confirm
  • New print-ready JPG files
  • New compressed multi-shot Raw files for faster and smoother workflow
  • New camera configurator
  • Larger and more ergonomic buttons
  • Larger, easier to read display style
  • Updated graphics user interface
  • More programmable buttons
  • New and improved weather sealing
  • New and faster processors implementing Hasselblad image processing architecture

The H5D system will feature “a modernized design” and “a new electronic engine.” The camera system will have larger, “more ergonomic buttons,” and new sealing for improved weather proofing and will be available as 40, 50 and 60 megapixels models as well as 50 and 200 megapixel Multi-Shot. Hasselblad will also release the HCD 4.8/24mm lens, which is equivalent to a 17mm lens on a full-frame 35-mm format DSLR for the H series. A new Macro Converter for close-up photography will also be available.
Peter Stig-Nielsen, Hasselblad’s Director of Professional Camera Products said,
“Customers will immediately notice the new-look and improved ergonomics and this progressive system also brings upgraded performance on a number of levels. Hasselblad is a world-leader with an unmatched and comprehensive range of lenses. Now that line has been extended with the new wide angle HCD 4.8/24 mm lens, which offers the same performance as the HCD 28 mm and is the equivalent of a 17 mm on 35 mm DSLR format. Additionally, our new Macro Converter provides excellent close-up performance with the HC 50, HCD 28 and HC 35 lenses – negating the need for additional macro lens purchase.”
Now Hasselblad brings users a tethered solution with the Lightroom® 4 tether plug-in so they can have:
  • Full camera control from Lightroom® 4
  • Capture options from both Lightroom® 4 and our H4D
  • Full remote camera control and capture from Phocus Mobile 2.0 through iPhone®, iPad® and iPod Touch®.

Wednesday, March 20, 2013

Foto Care Featured Studio: elk rentals

We're loving elk rentals in New York City! Located at 164 W. 25th St. (SE corner of 7th Ave.) on the 12th floor, this quaint studio is a perfect place to shoot. With two natural light studios, a kitchen, Foto Care rental equipment, skylight and black out options, elk is diverse and convenient.


Foto Care: When was elk rentals established?
elk rentals: We opened our renovated top floor studio in Summer 2012, shortly after constructing our corner cyclorama.

FCWhere is elk located?er: We are located in Chelsea, specifically 164 W. 25th St. (SE corner of 7th Ave.) on the 12th floor. Most closely accessible by the 1, C, E, F, and M trains at 23rd street,
but the N, Q, and R are within walking distance as well from 23rd street.

FC: What kind of studio space is available? What amenities are included in these studios?er: There are two spacious shooting studios, one with a corner cyclorama and both with blackout capability and skylight option, as well as a kitchen that can be used for shoots, plus two bathrooms.

elk rentals serves as a space to cultivate ideas and create outstanding visuals. The design is bright, natural, and airy, influenced by the space’s exposed beams, factory windows, and industrial skylights. Sliding barn doors, with exposed hardware, close off the studio, charmingly highlighting the historic feeling.

Amenities include: Two studios, totaling 2,400+ square feet shooting and prep space. Two bathrooms, a kitchen and prep areas. Full blackout capabilities and optional skylights. Unobstructed southern and western exposures.

FC: What equipment is available?er: Equipment rental plus full pre and post production services are available. We have editing suites, makeup tables, expendables and, through our partnership with Foto Care rentals, a full range of lighting, grip and photographic equipment - all of which we can have waiting for clients onsite when they arrive to shoot.

FC: Why should photographers choose elk rentals?er: elk rentals was founded by a two-person shooting team who really understand what's needed in studio rentals, since we shoot ourselves.
We are a collective of like-minded creatives offering comprehensive photography, design and production services. Our creative studio serves as a space to generate ideas and create exceptional visuals. It is a warm and welcoming environment.

Many portrait and fashion photographers (shooting for Amex, New York Mag, The New Yorker, etc.) are drawn to the space for high-profile celebrity shoots not only because of its privacy, but also because of its intimate, warm feeling. We are a boutique photography studio, so we take the time to get to know our clients and establish long-standing relationships.

Whether it's for photography, video, casting, events or something else, elk rentals is the perfect place for clients who enjoy working with us as much as we do with them. Put simply: we're more than just a place to shoot.
elk rentals is truly an amazing space with a lot to offer. Check out some photos of the elk rentals space below:









Testimonial from photographer Chris Anderson: “Daylight, Daylight, Daylight!  I shoot at elk rentals because of the intimacy of the space.  It really puts my subjects at ease and lets them open up."

For more information about elk rentals, visit their website at http://elkrentals.com/
Phone: 212.252.8550
Email: rentals@elkstudios.com

Gallery Opening: Julie Maris/Semel

On Tuesday, April 2nd from 6:30 to 9:30 pm, photographer Julie Maris/Semel will be showing her work at Foto Care rentals!
Julie is an adventure travel photographer and photojournalist that has traveled all over the globe to photograph exotic wildlife, intriguing people, and majestic landscapes. Julie’s latest body of work "Images of India" will be on display and we encourage everyone to stop by and take a look at her stunning pictures!

Foto Care: Tell us about yourself and how you got into photography?
Julie Maris/Semel: My interest in photography began at age three in my Dad’s darkroom where I watched prints develop—like magic. With a camera in hand by age seven, I discovered travel photography as a teenager. Later, I met Bill Maris, a well-known architectural photographer, who became my mentor. I moved from assistant to associate to partner. Since his death, I have produced architectural and garden stories for editorial clients that include Traditional Home, Better Homes and Gardensand Design New England magazines. For the past fifteen years, I have also been photographing adventure travel. From trips to Antarctica, the Arctic, the Amazon, Asia, and Africa, my photographs cover people, landscapes, wildlife, and World Heritage sites. Many of my photos have been featured in brochures for Quark Expeditions, TCS Expeditions, and Country Walkers. My photographs have also appeared on the websites of Nikon and Perkins Center for the Arts.

FC: What was your break out job that helped launch your career?
JMS: Shooting 
for Marine Expeditions’ and Quark Expeditions' brochures in Antarctica.
FC: What has been your favorite assignment(s) to date?
JMSPhotographing in Antarctica and the Arctic on Russian icebreakers. I’ve been incredibly fortunate that I had several opportunities to shoot breath-taking scenery with its unique light and amazing wildlife that also presented technical and physical challenges.

FC: Where do you draw your inspiration?
JMS: When photographing people, even with language barriers, instant communication usually results from a smile and holding the camera. The quality of light, especially in Antarctica, was mind-boggling and made it difficult to take a bad photo.
FC: What do you do to market your services?
JMS: I attend marketing events sponsored by national tourist boards and trade organizations, such as the NY Times Travel Show and professional travel organizations that include PATA and APTA, with follow-up personal emails.

FC: Do you use social media as part of your marketing mix? Do you think it is effective?
JMS: It’s effective but I don’t have the expertise to do it well so I only use LinkedIn. It would be a full-time job for an assistant if I had one.

FC: How has your work changed in the last few years?
JMS: Everyone is a photographer, everyone has an iPhone or a point-and-shoot, everyone is a blogger, and rarely is one paid for Internet images or articles. Editorial and print rates are half of those paid twenty years ago. Therefore, there’s virtually no income or work-for-hire, as everyone seems to be giving away photos. It doesn’t matter that professional photographs are better when free photographs are “good enough” for former clients that are increasingly more concerned about saving money than about quality. Because of my editorial background, I have the ability to develop comprehensive stories for publication and have been a photojournalist the past several years writing and shooting travel articles.


FC: Where is your work heading next? Where do you see yourself in the future?
JMS: I’m constantly re-inventing myself and wonder about the future for professional photographers for the above-mentioned reasons. I’ve considered video using the latest technology and cameras, but that needs a number of new tools and time to establish one’s credentials. There is no learning curve: it’s an angle that begins at a base line and continues to infinity. One must be constantly up-to-date with the latest technology or have the ability to hire assistants proficient in the latest software and trends.

FC: What equipment are you currently using to produce your work?
JMS: I love my Nikon D3 body and Nikon lenses and primarily use the 16-35mm, 24-70mm, and 80-400mm. I prefer to shoot with two cameras and two lenses and carry the 16-35mm in my backpack. On location, I carry a Mac laptop and a LaCie external hard drive.

FC: What equipment would you most like to own but don’t yet have?
JMS: I’m in the process of deciding which Nikon body to buy and am leaning towards the Nikon D4.
FC: Do you work with video? Have you stepped into the hybrid video market at all?
JMS: The Nikon D4 might be my first video camera but the additional external microphone and brace needed might be a handicap to my present shooting style.

FC: When/how did you first hear about Foto Care?
JMS: I’ve been a customer for over twenty-five years.

FC: What is it about Foto Care that brings your back?
JMS: The staff is extremely professional, knowledgeable, and supportive.
We're excited about Julie's photographs, and we want to share her work with you! Please come by on April 2nd and enjoy the show, which will remain on display in rentals for a few weeks after the opening.


To see more of Julie's work, visit her site at http://www.juliemarissemel.com