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®.

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.

FC: Where 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 Gardens, and 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?
JMS: Photographing 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

The GoPro Hero3 Black Edition

We are very excited about the GoPro Hero 3 Black Edition camera! Now available for purchase at Foto Care for $399, the Hero3 offers a number of great advantages for all photographers, especially the adventurous photographers.

This new camera is smaller, practically cutting the depth in half, making it incredibly light. Weighing in at a scant 2.6 ounces, the HERO3: Black Edition is 25% lighter and 30% smaller than previous models.

The Wi-Fi enabled HERO3: Black Edition is the most advanced GoPro, ever. No expense was spared during its development, resulting in a GoPro that is 30% smaller, 25% lighter and 2x more powerful than previous models. Wearable and gear mountable, waterproof to 197' (60m), capable of capturing ultra-wide 1440p 48fps, 1080p 60 fps and 720p 120 fps video and 12MP photos at a rate of 30 photos per second, the HERO3: Black Edition is the world's most versatile camera. Built-in Wi-Fi, GoPro App compatibility and the included Wi-Fi Remote (normally a separate $79.99 accessory) make the HERO3: Black Edition all the more versatile, still.

As for performance, the Hero3: Black Edition is king. This camera has 2X faster video performance and 3X faster photo performance.

The HERO3's reduced-distortion, 6-element aspherical lens combines with user-selectable Ultra-wide, Medium and Narrow field-of-views to deliver more perspective-capture options than ever before. Add the totally updated flat-lens waterproof housing that delivers stunning image sharpness both above and below water and you've got one of the most powerful and durable image capture solutions on the planet.

The audio improvements are also impressive with wind-noise reduction and the ability to pick up more subtle sounds.

The Hero3: Black Edition Kit includes:

• HERO3: Black Edition Camera
• 197’/ 60m Waterproof Housing
• Wi-Fi Remote + Key Ring
• Remote Charging Cable
• Rechargeable Li-ion Battery
• QR Buckle
• J-Hook Buckle
• 3-Way Pivot
• 1 Curved Adhesive Mount
• 1 Flat Adhesive Mount
• Assorted Mounts and Hardware
• USB Charging Cable

Stop in to take a look and bring one home with you today!

Profoto Pro 8a Packs Now Available in Rental

That's right! The new Profoto Pro 8a power packs are now available to rent at Foto Care!

Look at all that new equipment!

Come by Rentals to learn more about this pack! Our rental staff is very knowledgable and can help you get started.

If you want to learn more about what Profoto has to offer, stop by Wednesday and Thursday (1/30-1/31) for a hands-on demonstration of the Pro-B4 pack with Profoto rep, Cliff Hausner! 

Foto Care Featured Studio: Parlay Studios

Parlay Studios is an 11,000 square foot studio with three drive in stages.  Seen here, the 5,000 main stage and corner cyc.

Parlay Studios is a fantastic studio space located in Jersey City. We had the opportunity to chat with Adam Himber, Executive Producer at Parlay Studios, for a more in-depth look at what this space is all about.

Foto Care: When was Parlay established?

Adam Himber: We opened for business in 2009.  The idea was to create a unique, cool, functional space for both photography and video production that had a lot of square footage but was still really convenient.

FC: Where is Parlay located? Are all of your studios in the same location?

AH: It's really true what they say about location, location, location, and we got very lucky with ours.  Parlay is situated in the Waterfront District of Jersey City, literally 10 minutes from Soho.  I can't tell you how many of our clients show up really early because it took them so little time to get here. We're just a few steps from the PATH which connects us straight to Midtown, and the Holland tunnel is just 4 blocks away.  We have hotels, restaurants and bars all within walking distance...it's really a great spot.

FC: What kind of studio spaces are available? What amenities are included is these studios? What equipment is available?

AH:We have three ground-floor drive-in stages totaling 11,000 square feet.  We also have about 2,000 sf of private production offices which we rent by the day or month and a full service cafe in house.  The stages are typical of what you would find in Manhattan with hair and makeup facilities, private dressing rooms...etc.  What really sets us apart is our open, column-free space and 25 ft ceiling height.  The main stage is great for larger shoots while the two other stages are more intimate while still being really functional. As for equipment, we have Profoto, Broncolor, Kino Flo....all the usual suspects plus grip and expendables.  It's all here.

FC: What kind of services do you offer?

AH: What we are trying to create is the kind of place where you can work, be creative and feel like your job is the most important thing going on.  It's rustic on the outside then this creative haven in the inside. We are very client focused.  When you get to the studio, there's a real welcoming atmosphere.  Very friendly and personal.

FC:Why should photographers choose Parlay?

AH: It's really about the feeling we put into this place.  It's like having your own clubhouse to shoot in.  We are here with all the resources and support if you need it, but hang back so you and your team can use the facility however you want. We have people -all the time- who say they want to live here.  That's exactly the vibe we like.

AH: Our next goal is to take that vibe on the road, so to speak, with location rentals and expendables.  Why drive into Manhattan from points West and North when you can get everything you need here? Studios can be a lot of things, but at the end of the day you want to feel relaxed and still be somewhere where you can be productive.  We try to walk that line by giving our clients, well, more of what they want.  After all, that's our motto...

The motto at Parlay Studios is "More of what you want" and that really seems to be the way that this studio truly operates. For more information on this studio, visit the Parlay Studio website: http://www.parlaystudios.com/

Examples of the studio's spaces as well as work created at Parlay are below:

Daniel Visits CES 2013

Daniel from rentals recently entered, and won, a trip to this year's Consumer Electronics Show through Engadget! This event is a great opportunity for Daniel, as well as Foto Care, because he is getting some real hands-on time with the latest and greatest in the electronic world and knowledge of what's happening that he can bring back and share with us.

 

Thaddeus Harden on Transitioning to Video

Video has become an important tool for photographers as more and more cameras are capable of shooting high-quality video. From the 5D Mark II to the C500, many photographers are beginning to experiment with shooting video to add another element to their work. Photographer Thaddeus Harden is doing just that. Harden has recently created "Motorcycle Mason," the adorable tale of his son, Mason taking to the town on his bike for a fantastic adventure. We asked Harden to tell us about his experience diving into video and shooting this short:

Motorcycle Mason from Thaddeus Harden on Vimeo.

Q. What inspired you to get involved in shooting video?
A. I bought a Canon 5dIII and 1DX in August 2012 from Foto Care specifically to add video productions to my arsenal of skills. Doing a video of my son was a great way of getting my feet wet and gain some experience with the cameras. I bought the bike for my son's second birthday in May. He immediately took to it as if he was born to ride. He's on it nearly every day and, as you can see in the video, he loves every second of it. This is my first "Action film!"

Q. What equipment did you use for this particular shoot? What kind of crew was involved in creating this video?
A. The main camera was the 5D Mark III and we used the 1DX as a secondary, camera B. Both do an outstanding job. And it was great to be able to have a second point of view (Camera B) while covering some of the scenes. With a 2.3-year-old child, we had to be as efficient as possible, and on a few shots we didn't get a second chance. My favorite lens was the 14mm. Great, undistorted perspective, very close-up focus while still wide angle and staying sharp with the bike moving in and out at a variety of distances. We used a light weight flat-form dolly truck to do a lot of our moving shots while hand-holding the camera. This turned out to be a fantastic tool. All real "Man"ual labor, push and pull. Small, but we were able to be very quick and mobile with it. We also used a Cinevate Atlas FLT 35 for a few of the scenes.

My crew was all family. My main assistant was my nephew and he's grown with me quite a lot over the years. My wife, besides being a great Mom on the set, also added some unique ideas of her own with some great perspective shots. Mason deserves a considerable amount of credit himself. He was outstanding throughout the shoots. Very patient, very easy, and as you can see, very cheerful. We really did ask a lot of him, and a few of the days were fairly long going from one location to the other. He not only followed directions incredibly well, he also gave us some of his own personality that we didn't expect and no way could have directed.

Q. How long did it take you to shoot and edit the video? What programs did you use for postproduction?
A. We shot about 15 days of footage, but plenty didn't make it into the final. Using Adobe Premier, we spent about the same amount of days editing, fleshing out some of our ideas. Working in Premier we had plenty of power, speed and tweaking all within the program. We've barely scratched the surface of what all is possible with it. The entire production took about 3 months in-between jobs, and two bikes. The first bike was "compromised" after some hard riding in his beginning days. I watched the bike closely over the shoot, and at one point, while doing some rehearsing (without Mason on the bike) we managed to total it. Though most of the story was pre-visualized, we did have a lot of the shots develop on the fly as we explored the city.

Q. Do you think you’ll be delving a little deeper into the world of video?Absolutely! This was just the beginning....

Q. When can we expect movie star Mason to bike on in to Foto Care to sign autographs?
A. Mason actually goes with me on a lot of my run-arounds in the city. He's definitely one of my best buddies. I bring him into Foto Care a lot. I'm sure he'll be more than happy to scribble out a few!

We think that this is a great first attempt at shooting video, and we are looking forward to what Harden, and Mason, come up with next!

Foto Care 2012 Holiday Party

Last night was Foto Care’s Annual Holiday Party, and it was quite a success! More than 425 people joined the Foto Care staff for dancing, photos with Santa, food and drinks.

We want to thank HasselbladBron, Think Tank, Tether Tools, Omega Brandess, Manfrotto, Mac Group, Fujifilm, LacCie, Expo Imaging, Lumiquest, HP Marketing and GoPro for donating some awesome equipment for our door prize raffle! 

Here are some photos of the party as well as a fun time lapse of Santa!

We all had a lot of fun and we hope our customers and guests had fun, too!

Happy holidays everyone!