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Life Before Photoshop: IBM

Look ma, no Photoshop

Look ma, no Photoshop

In 1983 I was hired to shoot a series of ads for IBM. One of the ads featured a class of young students painting a mural of the United States. I wanted strong window light coming in from 9 o’clock to side light providing depth to the room. The clock is one of the most important topics I talk about in my online class with the BPSOP, and in my “Stretching Your Frame of Mind” workshops I conduct around the planet.

In the old film days, the days when the word Adobe meant a type of house in the Southwest part of the US, I couldn’t rely on post processing to help create the illusion of depth.; for that matter, for anything. I also couldn’t rely on finding a room that would give me nice sidelight on the kids; let alone count on a sunny day. There was too much money involved for the advertising agency and client to reach a level of comfort in my ability to arrange for everything needed..for example late afternoon light at 9 o’clock.

So, what do you do? You bring out the “big lights”, 12K HMI’s, the lights I often used both in print and when I was acting as a director/cameraman on TV commercials. These lights were 12,000 watt daylight balanced lights that needed a big generator and ballasts to operate…and a package that included a gaffer, assistant, truck and portable generator would run about $2000.00 a day for just one light, CTO gels (warming gels since the light was on the blue side) and barn doors.

An all day shoot.

An all day shoot.

In order to create an even exposure from one end of the kids to the other it took six lights and several hours to set up and shoot. It was the “good old days” where it was fun creating the look on one piece of film and one exposure.

Visit my website at: www.joebaraban.com, and check out my workshop schedule at the top of this blog. Come shoot with me sometime. The end of July marks my twenty-eight year at the Maine Media workshops. It’s a wonderful way to immerse yourself for a week and think about nothing but photography. It’s the same week as the Lobster Festival down the road in Rockland, and offers a completely different set of photo ops than the beautiful Maine coastline, amazing lighthouses, and quaint fishing villages. The full description is at the top of this blog.

The Los Angeles Center for photography has invited me to come out and conduct a three day intensive workshop over the July 15th weekend. I’ll be making a presentation of my work on Thursday July 14th and the public is invited. The full description can be see at the top of this blog, with a link to the site. I hope to spend the weekend with all of you.

I have added a new workshop to my 2016 schedule. On September 21st, ten photographers will get together with me at my evening “meet and greet” to begin a fantastic five-day workshop in New York, New York. Check out my description at the top of this blog. Come shoot with me.

Keep sending me photos and questions to: AskJoeB@gmail.com, and I’ll create a video critique on your image.


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