S T U D I O S

Phase One Digital MF120mm f4 Macro

Optical Construction 9 elements, 8 groups

Angle of View 33°

Aperture range f/4 – f/32

Diaphragm Automatic

Focusing System Manual (digital focus confirmation)

Minimum Focusing Distance 40 cm / 1.3 ft. /

Maximum Magni�cation Ratio 1.00x

Area Covered 56 x 42 mm / 2.2 x 1.6"

Equivalent 35mm Focal Length 73mm

Filter 67mm

Lens Hood Bayonet

Dimensions 111 x 83mm / 4.4 x 3.25"

Weight 835 g. / 1.8 lbs / 29.2 oz.

For beauty, portraits and close-up macro work,

this lens will deliver amazing results.

P 45+ Camera System

Redefines the limits of creativity

The Phase One P 45+ Camera System is designed to be a seamless extension of your creativity. Extraordinary capture becomes natural through ease of use and direct control.

Take advantage of the Phase One digital focal plane lenses or Schneider Kreutznach leaf shutter lenses. You can also use your Mamiya 645 AF/AFD or Hasselblad V lenses for an even broader choice.

The P 45+ Camera System is the no-compromise choice. With 39 mega pixel and virtually full frame, you capture every detail. Even finer than you are able to see with the naked eye.

XPose+ technology offers unlimited creative freedom to use long exposures and create unique images. Capture cars, architecture, landscape or commercial in high resolution with total confidence.

what the world’s best photography is made of

Inset image © Torben Eskerod

P+ Digital Back Overview

www.phaseone.com

P 65+ P 40+ P 45+ P 30+ P 25+Description World’s first full

frame medium format digital back, featuring Sensor+ with a choice of 60.5 megapixels for finest resolution or scaled full frame captures for fast workflow and low light versatility.

Fastest digital back with up to 1.8 fps in Sensor+ mode. A choice of 40 or 10 megapixels and an ISO range from 50 to 3200 makes this digital back the most versatile tool in the range.

High resolution shooter with unlimited burst sequences and optimized for large format photography with live preview functionality for easy composition and focus checking.

The top quality fast fashion shooter with ISO 1600, with superior moiré control and well suited for harsh environments.

All-round shooter with unlimited burst sequences and optimized for large format photography with live preview functionality for easy composition and focus checking.

Sensors

Lens Factor 1.0 1.3 1.1 1.3 1.1

CCD size effective 53.9 x 40.4 mm 43.9 x 32.9 49.1 x 36.8 44.2 x 33.1 48.9 x 36.7

Active pixels 8984 x 6732 7320 x 5484 7216 x 5412 6496 x 4872 5436 x 4080

Pixel size (micron)

Full res.6 x 6

Sensor +12 x 12

Full res.6 x 6

Sensor +12 x 12

6.8 x 6.8 6.8 x 6.8 9 x 9

Resolution (megapixels)

60.5 15.0 40 10 39 31.6 22

Light sensitivity (ISO)

50-800 200-3200 50-800 200-3200 50-800 100-1600 50-800

Exposure time 1/10.000 – 1 minute 1/10.000 – 1 minute 1/10.000 sec. up to one hour with XPose+ technology

Image quality 16bit-OptiColor +, 12 f-stops Dynamic+ and Lens+ technology

Capture time (frames per sec.**)

1.0 1.4 1.2 1.8 0.67 0.8 0.67

Battery Lifetime (up to captures/up to stand-by time*)

2000 / 3 2500 / 4 2500 / 4 3000 / 4 4000 / 4

Image buffer1.3 GB High Speed

RAM1.3 GB High Speed

RAM640 MB high speed RAM

Display2.2" QVGA TFT with 230,000 pixels, high brightness and contrast both indoor

and outdoor, very fine details

Results are based on testing in Phase One’s testing department. Variation may be expected due to specific camera set up. Battery used for test is new 2500mAh Li+.*) standby Time will vary a lot depending on temperature, usage of battery and state of the back e.g. Zero Latency will increase power consumption significantly **) Maximum expected performance. The actual performance will be dependent on the camera model and on the camera and digital back capture modes

53.9

mm

40.4 mm

49.1

mm

36.8 mm 33.1 mm

44.2

mm

32.9 mm

43.9

mm

48

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m

36.7 mm

Your local Phase One partner

content is subject to change without notice

ARCHITECTURE, HOSPITALITY, FOOD, DRINK 645DF Camera Body SpecificationsP 45+ Digital Back Specifications

l Open platform for maximum choice and compatibility

l Durable, proven platform for secure operation

l Ergonomic handling and ease of use

l Use Phase One digital lenses, Mamiya AFD lenses or Hasselblad V lenses

l Guaranteed up to 300.000 captures or 3 years (VA)

l Exposures from 1/4000s to 60 minutes

l Flash synchronization up to 1/800 sec.

l XPose+ technology solution

l Up to 1 hour noise free exposures

l Near full frame captures

l 39 mega pixel captures for maximum resolution and fine details

l Studio or location workhorse

l Perfect for interior and architecture

Imaging technology

CCD Full frame CCD

Lens Factor 1.1

Resolution 39 mega pixels

Active pixels 7216 x 5412 pixels

CCD size effective 49.1 x 36.8 mm

Pixel size 6.8 x 6.8 micron

Image ratio 4:3

Antiblooming 10 f-stops

Dynamic range 12 f-stops

Output files

Color depth 16 bit per color

Image file formats TIFF-RGB, TIFF-CMYK, JPEG

Color management RGB, Embedded ICC profile, CMYK

Sensitivity

ISO 50, 100, 200, 400, 800

LCD screen

Size 2.2"

Resolution 230,400 pixels

Viewing angle 160º

Operating conditions

Temperature 0º to 40ºC (32º to 122ºF)

Humidity 15 to 80% RH (non-condensing)

Lighting

Supports all photographic lights: Flash, tungsten, daylight, fluorescent, HMI

Computer minimum requirements

Mac G4, 1 GB RAM, FireWire® interface, Mac OS X 10.3.9 or later

PC Pentium III, 1 GB RAM, IEEE 1394 interface, Windows XP/2000

P+ back mounts

Phase One/Mamiya Phase One 645DF/AF, Mamiya 645DF/AFD, 645AFDII/ AFDIII, Mamiya RZ67 PRO IID via adaptor

Phase One H101 Hasselblad H1 and H2

Hasselblad V Hasselblad 555ELD, 553ELX, 503CW and 501CMVia adaptor: Mamiya RZ67 Pro II Mamiya RB67

Contax Contaxt 645

Wide angle & technical cameras

Possible via the Phase One FlexAdaptor & third party adaptors. Arca Swiss, Cambo, Horseman, Linhoft, Toyo, Sinar, Plaubel, Horseman.

Storage files

Phase Ones IIQ RAW file format speeds up the image capture and file transfer. It increases the storage capacity by turning the full 16 bit image data into a compact RAW file format. The default IIQ RAW-large format is completely lossless.

llQ small: 27 MBllQ large: 44 MB

Software

Capture One 4.8.3 or later

Certifications

CE

Shutter speed from 1/4000s to 60 minutes, B and X modes can match the extreme long exposure capability of the P+ digital backs or stop action with fast shutter speed or flash.

The mirror and viewfinder of the Phase One 645DF camera are almost three times larger than those of 35mm cameras, providing much greater control of focus and composition.

While hosting a complete list of features and custom functions, the Phase One 645DF camera is extremely easy to use. All settings important to the exposure are easily controlled by manual dials and soft buttons.

Camera type Modular 645 AF DSLR body

Lenses

Phase One Digital focal plane lenses, Schneider Kreutznach leaf shutter lenses and Mamiya 645 AFD lensesCompatible with Hasselblad V lenses

Backs Open platform back mount

Auto focus

TTL phase-difference AF with 3 focus pointsFocus confirmation in manual modeInfrared AF assists for unfailing focusAuto focus lock for swift AF/ M shift

Shutter1/4000s to 60 minutesUp to 2 FPSShutter speed bracketing

Flash

Focal plane shutter: Up to 1/125sLeaf shutter lenses: Up to 1/800s’ 1st and 2nd curtain flash syncronizationX sync terminal and support for TTL flash

Light Metering

TTL metering (average, spot and auto)Programmable AEL buttonExposure compensation: +/- 5EV

Mirror-Up Electronically-activated by switch on grip

ViewfinderFixed prism viewfinderExchangeable diopter from -5 to +3LCD panel full exposure information

Focusing Screen

Interchangeable focus screensLaser engraved mask for digital backMatte, Grid, Checker, Microprism

Selftimer Self-timer from 2 to 60 sec

Remote Screw in cable release on shutter buttonTerminal for electronic triggering devices

Stop down Preview

Stop down preview button on front of camera

Tripod Socket 1/4 inch and 3/8 inch included

Power Requirements

6 AA batteries (standard or rechargeable)External battery pack – 6 AA batteriesExternal AC adapter

User configuration

3 Custom dial modes for capture settings36 custom settingsCustomizable dials and buttons

Size W, H, D // 6, 5, 7.2" // 153, 128, 184mm

Weight 35 oz. / 1030g. w/o batteries

Inset image © Torben Eskerod

645DF Camera Body SpecificationsP 45+ Digital Back Specifications

l Open platform for maximum choice and compatibility

l Durable, proven platform for secure operation

l Ergonomic handling and ease of use

l Use Phase One digital lenses, Mamiya AFD lenses or Hasselblad V lenses

l Guaranteed up to 300.000 captures or 3 years (VA)

l Exposures from 1/4000s to 60 minutes

l Flash synchronization up to 1/800 sec.

l XPose+ technology solution

l Up to 1 hour noise free exposures

l Near full frame captures

l 39 mega pixel captures for maximum resolution and fine details

l Studio or location workhorse

l Perfect for interior and architecture

Imaging technology

CCD Full frame CCD

Lens Factor 1.1

Resolution 39 mega pixels

Active pixels 7216 x 5412 pixels

CCD size effective 49.1 x 36.8 mm

Pixel size 6.8 x 6.8 micron

Image ratio 4:3

Antiblooming 10 f-stops

Dynamic range 12 f-stops

Output files

Color depth 16 bit per color

Image file formats TIFF-RGB, TIFF-CMYK, JPEG

Color management RGB, Embedded ICC profile, CMYK

Sensitivity

ISO 50, 100, 200, 400, 800

LCD screen

Size 2.2"

Resolution 230,400 pixels

Viewing angle 160º

Operating conditions

Temperature 0º to 40ºC (32º to 122ºF)

Humidity 15 to 80% RH (non-condensing)

Lighting

Supports all photographic lights: Flash, tungsten, daylight, fluorescent, HMI

Computer minimum requirements

Mac G4, 1 GB RAM, FireWire® interface, Mac OS X 10.3.9 or later

PC Pentium III, 1 GB RAM, IEEE 1394 interface, Windows XP/2000

P+ back mounts

Phase One/Mamiya Phase One 645DF/AF, Mamiya 645DF/AFD, 645AFDII/ AFDIII, Mamiya RZ67 PRO IID via adaptor

Phase One H101 Hasselblad H1 and H2

Hasselblad V Hasselblad 555ELD, 553ELX, 503CW and 501CMVia adaptor: Mamiya RZ67 Pro II Mamiya RB67

Contax Contaxt 645

Wide angle & technical cameras

Possible via the Phase One FlexAdaptor & third party adaptors. Arca Swiss, Cambo, Horseman, Linhoft, Toyo, Sinar, Plaubel, Horseman.

Storage files

Phase Ones IIQ RAW file format speeds up the image capture and file transfer. It increases the storage capacity by turning the full 16 bit image data into a compact RAW file format. The default IIQ RAW-large format is completely lossless.

llQ small: 27 MBllQ large: 44 MB

Software

Capture One 4.8.3 or later

Certifications

CE

Shutter speed from 1/4000s to 60 minutes, B and X modes can match the extreme long exposure capability of the P+ digital backs or stop action with fast shutter speed or flash.

The mirror and viewfinder of the Phase One 645DF camera are almost three times larger than those of 35mm cameras, providing much greater control of focus and composition.

While hosting a complete list of features and custom functions, the Phase One 645DF camera is extremely easy to use. All settings important to the exposure are easily controlled by manual dials and soft buttons.

Camera type Modular 645 AF DSLR body

Lenses

Phase One Digital focal plane lenses, Schneider Kreutznach leaf shutter lenses and Mamiya 645 AFD lensesCompatible with Hasselblad V lenses

Backs Open platform back mount

Auto focus

TTL phase-difference AF with 3 focus pointsFocus confirmation in manual modeInfrared AF assists for unfailing focusAuto focus lock for swift AF/ M shift

Shutter1/4000s to 60 minutesUp to 2 FPSShutter speed bracketing

Flash

Focal plane shutter: Up to 1/125sLeaf shutter lenses: Up to 1/800s’ 1st and 2nd curtain flash syncronizationX sync terminal and support for TTL flash

Light Metering

TTL metering (average, spot and auto)Programmable AEL buttonExposure compensation: +/- 5EV

Mirror-Up Electronically-activated by switch on grip

ViewfinderFixed prism viewfinderExchangeable diopter from -5 to +3LCD panel full exposure information

Focusing Screen

Interchangeable focus screensLaser engraved mask for digital backMatte, Grid, Checker, Microprism

Selftimer Self-timer from 2 to 60 sec

Remote Screw in cable release on shutter buttonTerminal for electronic triggering devices

Stop down Preview

Stop down preview button on front of camera

Tripod Socket 1/4 inch and 3/8 inch included

Power Requirements

6 AA batteries (standard or rechargeable)External battery pack – 6 AA batteriesExternal AC adapter

User configuration

3 Custom dial modes for capture settings36 custom settingsCustomizable dials and buttons

Size W, H, D // 6, 5, 7.2" // 153, 128, 184mm

Weight 35 oz. / 1030g. w/o batteries

Inset image © Torben Eskerod

Using medium-format digital technology as a starting point, our images are superior out of the box. The native resolution, without scaling, is significantly sharper than the top-of-the-line popular DSLR cameras. Working with our studio put clients at a distinct advantage - as the results are the highest-resolution, sharpest images. With a full-frame sensor and 40 megapixel resolution, details shimmer. This investment is essential in commercial and product photography, where the costs of a photoshoot need to be validated with images that can go that won’t be dated in 2 or even 20 years. The FBI recognizes the need for high-resolution equipment - they use the same camera system as ours for long-distance surveillance, resulting in photos that can be blown up from a distance of miles to identify faces, license plate numbers, etc. In a world driven by the visual- photography, graphic design, art direction, and social market-ing all must be orchestrated with the highest-possible quality equipment and creative eye.

AERIAL PHOTOGRAPHY

UPDRAFT Studios represents the work Warwick Aerial Photographers - who specialize in resort, development, construction progress and architectural aerial surveys. Working nationally - their mission is to capture stunning images that honor the years invested in any given development. Using a helicopter gives their teams more manu-verability as well as control over the exact height of each shot. The resulting high-resolution image galleries offer panoramic vistas of the acreage, waterfront and landscape - a final celebration of the project and that key market-ing tool without which any sales team is left groping for the 1000 words.

CGI [COMPUTER GENERATED IMAGERY]

The images above and below are a computer-generated image comprised of elaborate wireframe models, photoreal composit-ing and hundreds of layers in Photoshop. We handle the technical details of the images from the manufacturer’s specs on door handles to the rococco chandelier with artisan precision. Our studio has steadily built the infrastructure necessary to wire-sculpt and render photoreal models of our clients’ designs in a professional and time-sensitive manner.

CGI + ARCHITECTURAL ILLUSTRATIONAs a trained architect and certified architectural imaging specialist, UPDRAFT Studios Principal Sai Capael brings technical acumen and a studied eye to any rendering project. Her design career began after she earned a BA in English and Critical Theory at the University of Notre Dame - she proceeded to take Interior Architecture evening courses at the Chicago School of the Art Institute and later continued studies to Boston Architectural College. While in Boston, she took courses at Harvard and audited architectural lectures at MIT. She apprenticed with award-winning perspectivists Frank Costantino and Steve Rich - founders of the American Society of Architectural Illustrators. With a thorough appreciation of the design process, we at UPDRAFT Studios can carry a concept from construction documents to hand-painted watercolor perspectives, photoreal presentation images, and detailed walk-through animations.

“Drafting in the old-school method is a dying art form like analog photography, as it fades so too the finer techniques which gave architects their distinction.” - Sai Capael

DRAWING + DRAFTING

Trained as a fine art painter, Sai Capael is more than a steady hand. While at the School of the Art Institute, she studied oil and watercolor painting. Fluency across the AutoCAD platform has been a key workflow solution in CGI.

Photographing “Hattie” - a 7’ tall, 800 lb bronze sculpture cast by the Beacon Fine Art Foundry - involved intricate lighting and close attention to reflections and dimensionality with over 12 lights. The sculpture was very carefully rotated by a number of assistants to capture all angles furthering the artist’s emphasis on depth and verisimiltude.

With high-resolution camera equipment and the right combination of lighting and lenses - we have captured canvases up to 20’ x 20’ with all brush-strokes in crisp focus and color perfectly calibrated. The alternatives for artists are drum-roll scanning or high-resolution photography. Scanning is certainly inconvenient for larger pieces and when there is fragility or density in the medium. Despite this, we have scanning capacity up to 6400 dpi for negatives and images smaller than 11”x17”.

If the artist is fairly certain that a piece has commercial value, making prints of it can be a smart investment. Our studio can guide the artist through the process of reproduction and printing. With sensitivity toward sales at the gallery and exhibition, we can also offer seasoned consultation on related issues such as framing, curating, lighting and publicity.

FINE ART REPRODUCTION

Epson Stylus® Pro 7900 and 9900REDEFINING THE FUTURE OF PRINTING

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ldOur studio uses a large-format [44”] EPSON 9900, which is the top-of-the line inkjet printer. Its 10 ink channels offer incredible color depth and subtley. What is more, we only use the EPSON UltraChrome HDR inks. This system also employs a three-level black technology. There is a maximum resolution of 2880 x 1440 dpi for incredibly sharp text and line art. In effect, the prints are astonishing in their color saturation and nuance. Through practice, we’ve learned the art of color calibration and file prep-aration such that proofs are so accurate that they are often salient prints in their own right. It speaks to the level of refinement that EPSON has achieved in the 9900 series, that this printer is one of the first-generation which can generate gicleé-quality prints - a distinction previously reserved for massive art-house printers.

GICLEÉ INKJET PRINTING

GRAPHIC DESIGN

Kale chips

BARBEQUE

RAW VEGANGLUTEN-FREE

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A Non-Profit Organization 501c3

As soil and food quality lessen,

the peoples’ health worsens.

The Superfood Citizen Initiative aspires to

fight this by creating educational health

retreats for youth. Sales of this product

raise funds for these summer camps. With

a secular emphasis on science, outdoor

recreation, agriculture and ecology - the

camps will provide super food & kid-centric

fun. Superfood Citizen Initiative strives to

create educational programs to teach kids

how to engage in the fight for their health.

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Certified Organic by ISDA

NET WT. 2.0 OZ. (62g)

Low-

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GMO free

in raw we trust

Vegan

Nutrition FactsServing Size 1 ounce (28.35g)Servings Per Container 2

Amount Per Serving

Calories 40 Calories from Fat 20

% Daily Value*

Total Fat 2g 3%Saturated Fat 0g 0%Trans Fat 0g

Cholesterol 0mg 0%Sodium 70mg 3%Total Carbohydrate 5g 2%

Dietary Fiber <1g 4%Sugars 1g

Protein 1g

Vitamin A 40% • Vitamin C 25%

Calcium 2% • Iron 4%

* Percent Daily Values are based on a 2,000 caloriediet. Your daily values may be higher or lowerdepending on your calorie needs:

Calories: 2,000 2,500

Total Fat Less than 65g 80g Saturated Fat Less than 20g 25gCholesterol Less than 300mg 300mgSodium Less than 2,400mg 2,400mgTotal Carbohydrate 300g 375g Dietary Fiber 25g 30g

Ingredients: Kale; Water; Cashews; Sun Dried Tomatoes; Palm Sugar; Quinoa; Pumpkin Seeds; Onion Powder; Apple Cider Vinegar; Garlic; Sea Salt; Paprika; Citric Acid; Spices

Kale Chips - BBQ

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VISUAL BRANDING, SOCIAL MARKETINGWithout a memorable visual brand, taking an idea to the bank is next to impossible. A brand is more than a seal or logo. Visual branding starts with the company’s narrative, its principal mission, and the idea itself and from there the concept for an art direction and a marketing plan can take form. UPDRAFT Studios works directly with ad firms as the talent and we also provide a full-range of services directly to clients, depending on the projects’ parameters.

VISUAL BRANDING:The Look and Feel

SOCIAL MARKETING:The Wind Beneath Your Wings

The Sustainability CenterThe Sustainability Pavilion will be a model for the community-at-large as well as for the future of development in the Inland Northwest.

The facilities at the Pavilion feature:• ecological, odorless,

stainless steel com-posting toilets

• recycled materials (tractor tire raised flower beds)

• raised garden beds• polished concrete

benches and plant-ers, painted bright yellow

• and even a tractor tire swing for the grandkids!

We strongly feel that the next generations can learn sustainability skills from their parents and grandparents and that this teaching can be done with style and in the comfort of your back-yard!

Marketing Plan ImplementationAnalysis of Targeted ConsumerAnalysis of Unique Selling PositionSEO and SRM ImplementationWebsite Consultation + ImplementationSocial Media Campaign ManagementMass Email Campaign ManagementCorporate Journalism [Including Video]Billboard + Banner CampaignPublic RelationsPostcard CampaignTraining of Company RepresentativesEvent CoordinationBlog Writing + Campaign ConsultationTrade Show Consultation

Identity and Brand NamingLogo DevelopmentSlogan DevelopmentConcept CampaignsArt Direction + ProductionCopywritingPhotographyVideography + TV Ad ProductionAerial PhotographyComputer-generated ImageryCollateral DevelopmentGraphic DesignHand-drawn IllustrationsStagingTrade Show Booth/Exhibition Design

The Look Staging Concept Board

Watercolor renderings will tastefully convey the elegance and colorful warmth of the community, at minmal cost. This watercolor images will be central to the marketing effort, on billboards, brochures and collateral. Besides being a tradi-tional architectural imaging technique, watercolors will actu-ally inspire creativity amongst the potential residents and attract a caliber of buyers who can afford many upgrade options and who would be interested in sustainability.

The Look Photography

Marketing proposes purchasing the above Land’s End furnishings and retouching the colors to match after a staged photoshoot. The items can then be returned with no cost.

The Look Logos

MEDIA INSTRUCTION

Sai Capael has taught Media Design at Spokane Tribal College as an instructor with the Salish Kootenai College. She has also as lead workshops in disparate topics at The Culinary Institute of America, Montessori Middleschool of Evanston, and the Chicago PD.

At the Spokane Tribal College, she designed a Media Design curriculum, the courses of which placed a great deal of emphasis on the relation-ship between graphic design and marketing - as it is practiced by contemporary media professionals.

The course touched upon graphic design history, marketing history, book publishing, color and design composition - while the majority of the time was spent with hands-

on learning. The course Page Layout and Design strongly focused on Adobe InDesign and Illustrator (latest versions), with some discussion of Microsoft Publisher as well. The

students developed their professional design portfolios (Interactive spreads in InDesign) with work that they designed in class. The overall project was to propose a core branding concept for a mock client through all phases from bidding to negotiations to work product delivery. They developed professional logos, color themes, font and collateral treatment for their “client” while learning skills many creative business owners often use. As the end goal, a culturally-relevant emphasis on pragmatism without social compromise was encouraged. Meaning specifically that students were encouraged to develop critical skills towards main stream marketing efforts while developing their stylistic preferences - both inside and outside of commercial practice.

Throughout the quarter, they had the opportunity to meet and interview professionals in various media fields - ad-vertising, print, pho- tography, radio and tv broadcasting, and media software design/sales. They developed from a beginning/intermediate to advanced levels across the Adobe platform with speed and agility. They learned the appropriate soft-

ware programs for various design appli-cations, in so doing, developed a deft

knowledge of the file formats and assets within the software pro-

grams. Beyond this - the overall market cycle from industrial design to e-commerce was discussed as an approachable way to market one’s art and ideas. Real-world strategies

for file management, comput-ing skills, bid negotiations,

and some of the daily quirks of employment as a cultural worker

in the creative industry were part of the daily discourse.

Your project is taken very seriously by our firm. This is why we take our time to get to know your company and the scope of your work. We have found that a vetting process helps to ensure that our creativity vertically propels client projects. The process is an investment between professionals and we are proud to say that our relationships go the distance.

At the initial phone interview, we’ll ask for a very brief introduction to your project and send an email following up with more questions. We will forward an electronic pdf of this Launch Pad, which includes the following:• A Personal Letter of Introduction• In-depth Client Questionnaire• Purported Usage Questionnaire• AIA ASMP Brochure on Working with a Professional Photographer

Ideally, by this point, our firms will have had the opportunity to meet in person. However, because we work nationally, coordinating speculative trips isn’t always practical. If an estimate is requested, we’ll send along:• Estimate• Work Order and Usage Confirmation• Contract

Your team sending the Work Order Confirmation and Contract back to us, and all details are stipulated, we’ll set a date! This is the point where we double-triple-check all gauges, brassing up our top-flight gear. Your team can expect:• Further investigation into the nature of your company’s visual branding legacy • Assessing additional strategies, such as aerial, CGI, and/or watercolor perspectives. • Change order forms to sign and return for any changes• A preparation checklist for the shoot• The appropriate work forms

The lift-off really comes with us at every point in this process because we listen deeply and work meticulously to bring out the stunning images and ideas that your team has been working towards. Whether we are working on renderings, photography, visual branding, art direction, or graphic design - take-off means catching the bright light in your work and enhancing it. You can expect us to show up with:• Model and property releases• Proof of insurance • Any appropriate waivers• A ladder, hard hats, safety gear, supplies, lighting equipment in a truckload of tools, furnishings and acces-

sories for staging.

Upon completion, UPDRAFT Studios sends completed files digitally and prints via UPS. We include:• An instruction file in a Delivery Memo • Two complimentary rounds of edits for post-production,

although additional rounds of edits are, of course, available with a reasonable fee. • We include a Certificate of Authenticity with our gicleé inkjet prints.

Where gratitude and momentum strike up, we correspond with clients with studio newsletters and social media. With permission, we’ll post images from your shoot/s - celebrating the relationship going forward.

LIFT OFF WITH UPDRAFT STUDIOS

“Why isn’t your price simply time and materials?” or “What is your day rate?”

Our studio does post a day rate, however it is only a rough guide because the nature of any given job can vary widely. Each project offers unique challenges, and time is only one factor considered when determining the price for a specific assignment. Photography is a creative process and production time is rarely an indicator of value. “Why do you need to know how I am going to use the photographs?”

Photographs are intellectual property, and licensing their use is a principal source of income for our studio. The fees for a specific project are based on the use of the photographs because the more the images are used, the greater value they have. Since they’re worth more, they cost more. “You cost more per hour than my attorney.”

We do not bill by the hour, so dividing the total cost for this project by the hours estimated does not give a clear explanation of the fee structure. Our fees are based on the creative and production needs of the job, the expenses, and the license terms agreed upon for use of the images. Factors other than time are frequently more influential in determining the price for a job. “You mean I pay you and I don’t own it?”

Photographs are the intellectual property of the creator. Much like software or a book, you can purchase the use, but the creator still owns the material. UPDRAFT Studios owns the rights to its work product, but we can write a license that will allow clients to use the images as according to their needs. Our price reflects the value of that license. “I do not want to come back to you each time I need to use these pictures.”

UPDRAFT Studios is more than happy to license a package of rights for our photographs and work product, but you may be paying for uses you do not really need. We are service-oriented and accessible if additional uses arise. Our goal is, of course, to build a long-term business relationship, so do advise us as to your usage plans and we can work out an equitable license. If there is concern over unknown future-use fees, a clause for future usage pric-ing structure can be written into the contract. “I do not want someone else using my images.”

We are happy to provide a price for exclusive use of these images, but because this type of license prohibits our studio from generating any additional income, it will significantly increase the cost of the project. We suggest compromising with a limited exclusivity — say, six months. This gives you premiere use of the images, but it doesn’t restrict my ability to earn additional income forever.

“What is the difference between the creative fee and the usage/license fee?”

The creative fee represents the value of the individual photographer or studio. The creative fee reflects the talent, experience, education, efficiency, crew and equipment of the photographer. The license fee speaks directly to the value of the work product in relation to the client’s purported and probably use of the work. For example, if a logo is designed for a small, local retail store it is going to have a smaller license fee than a logo for a nationally-distributed brand.

FREQUENTLY ASKED QUESTIONS

RATEScommercial photography day rate [12 hours, includes prep time] half-day rate [6 hours] staging & styling price per assistant, per diem retouching photo restoration analog treatments low-altitude aerial [helicopter & balloon - depends on availability] creative fee usage/ licensing fee

fine art reproduction [includes color refinement] design illustration cgi + vfx + animation hand sketching & rendering pantone watercolor perspectives

up-marketing art direction graphic design text work: research, copy, slogans, editing, journalism, pr writing branding collateral package marketing campaign plan

$2000$1000[included]$200$50/hour$50/hour$50/hour$50/hour$50/hour$50/hour

$85/image with 15 image min.

$120/hour$65/hour$65/hour$85/hour

$60/hour$50/hour$40/hourvariesvaries

size

8x1011x1413x1918x2422x3332x4444x73

proof

$33$39$63$90$108$165$237

1st

$55$65$105$150$179$275$395

2nd

$47$56$90$125$139$180$336

5+

$34$42$68$94$105$135$252

exhibition HDR prints

We run giclee prints for listed prices on pre-mium glossy, luster & matte substrates. High-end cold-press watercolor, canvas and other specialty media are available upon request. Cropping, perspective, color correction and limited retouching are included in these rates.

*Proofs are printed at half-size

the proof is in the pudding, we believe.

RATES