Wednesday, July 1, 2015

Q&A with Jeff Hirsch (Foto Care owner)

Q&A with Foto Care owner Jeff Hirsch

Foto Care was established in 1968 and has been in the hands of Jeff Hirsch for over 22 years.

1. In your perspective, how has photography changed from when you started in this industry?

Images are immediately shared with millions of unseen eyes connected by mobile devices and networks. The era of a tedious or intimate evening looking at carousel slide trays in a darkened room or escaping to a darkroom to process film and print is in the rearview mirror just like tinkering with a car on the weekend. Technical advances have opened up possibilities only dreamed of before in scientific journals to be open and available to anyone who can afford a mobile phone with built in camera.  

2. How important is building relationships with the photographic community in today’s photo world?
It’s essential. Photography as both a form of communication and art is nothing without the ability to share. Foto Care is in business with the intention of helping customers succeed and grow as photographers. Our past present and future is a road paved by the customers we serve and to that end we do our best to help them achieve success. It’s a two way street and that’s what makes it exciting. To meet and serve not just the photographers and artists with recognizable names but also the students and newcomers that become trailblazers is part of what makes coming to work each day as invigorating as the first cup of coffee.

3. How has NYC changed since you’ve opened Foto Care?
It’s cleaner, safer and more expensive to live.  Cities are magnets that attract young and old alike to occupational and cultural opportunities that are in short supply elsewhere.

41 W 22nd St, New York, NY 10010

4. How is it running a business in NYC?
I can’t think of a better place to work.

5. What are your thoughts on the new generation’s versions of photography? In example, taking photos on iPhones and having them hung in a gallery?
What difference does it matter what tool an artist uses or which camera a photographer points toward their subject matter. You have to choose a point of view and pick the moment to make the photograph regardless of the device. Image making by mobile devices have eroded the market for point and shoot cameras but so what? It hopefully will push camera manufacturers to make better cameras.

6. What trends are you seeing in the photography world today? 
Print it larger, shoot in darkness, Mirrorless cameras, 4K, 6K, 8K, 3D, 4D

7.What do you love most about photography?
Every day is a new day. When things get boring look up, down or behind yourself and open your eyes. Everyday on every street corner there’s a smile, a gesture or a passing shadow that is just waiting to be photographed.

Wednesday, May 27, 2015

Rest In Peace Mary Ellen Mark

Mary Ellen Mark

Mary Ellen was a dear friend that we will sadly miss. 
She was a Great Photographer, Mentor and Teacher.
She was all of the above and more.  
For over Fifty years the world came to know her through the images she made.
Her Family of friends knew her from the hugs, kisses, phone calls & visits
She was tough as nails with a heart of gold. 
We celebrate the Life you led and photographs you made.

Friday, April 10, 2015

Wednesday, March 25, 2015

J Spring Fashion Show

Our Rental Department sponsored Jessica Minh Anh and the rest of J Model Management with their Spring Fashion Show. We shot behind the scenes at their fashion shoot, and also got a front row seat at the show!  We had a blast.

Thursday, March 5, 2015

Cinevate's Morpheus Dolly using the iPhone 6!

Cinevate stopped by yesterday and showed us their cool gadgets. This is a walking in store demonstration using their Morpheus Dolly! Oh yeah, and this was shot on an iPhone 6! We are very impressed. Available in our Rental Department.


Wednesday, February 25, 2015

How To Batch Edit in Photoshop Using Actions

Hello everyone. With today's post I am going to show you how seamless and efficient it can be to use Photoshop Actions when editing a large amount of photos at once.

1. Open your image & unlock your layer.
You can unlock your image's layer by double clicking it and selecting "Ok" in the dialog box that appears. 

2. Open your Actions Panel.
Your Actions Panel is located at Windows > Actions.

3.  Create a new Action.
At the bottom right corner of your Actions Panel, you will see a small square icon. Select it to create a New Action.

4.  Name and record your Action.
Once you create your new Action, a dialog box will appear asking you to name and begin recording your Action. For this tutorial, I will name my new Action "Test".

5. Begin editing your image.
This is where you have complete creative freedom. Add your adjustment layers that you normally would to your image. It can be as many as you like. For this example, I kept it simple and only added 3 adjustments. (Brightness, Color Balance and Saturation)

6. Stop Recording.
Once you have your image the way you want it to look and you are satisfied, you can now Stop Recording.  Go back to your Actions Panel and hit the Square icon to the LEFT of the red circle to stop recording.

7. Save your file.

Here is your final result. Let's say hypothetically that you would like all of your images you took that day to have this same Black & White edit you just made, but you don't have the time to spend hours on each one. This is where actions can become beneficial. 

Step 2: Adding your action to another photograph in 60 seconds.

Let's say you want to add your action to this photograph of Central Park.

1. Open and Unlock your image's layer.
 You can unlock your image's layer by double clicking it and selecting "Ok" in the dialog box that appears. 

2. Open your Actions Panel.
Your Actions Panel is located at Windows > Actions.

3.  Select your action you created.
You should see the Action you just created.

4. Press play.
The play button is located at the bottom of the Actions Panel.

5. End Result.
Now your image will have the same edits as your previous image including all of the adjustment layers.

** In conclusion to this tutorial, I do want to say that each image is different. Using Actions can save you a lot of time and give you a cohesive "look" throughout your collection of photographs, but I still suggest to analyze each image's shadows, lighting, saturation, levels, curves, etc after applying an action.  For instance, the lighting and saturation of one photograph may need to be adjusted more than the previous one, and vice versa. Use Actions in your own unique way. **