I was recently hired to help create new images for Holland Cycles of Alpine, Ca.   For Bill Holland, a master cycle builder, this was a big investment to make his mark on the cycling world with a new website presence.  These titanium and carbon fiber bikes are not cheap.  They are custom hand built to the specs of their future owner/rider at a cost of about $10 – 20K.  My job was to show the beauty of the process and help create the perception of the artistry in the detail.  The challenge became a great project to achieve our goals and enjoy the process of the studio shoot.  Robert Bingham who made his impact on the internet, a former creative director and avid cycle rider himself was chosen to head the project.    The decision was made to do most of the shooting in the studio showing the elegance of the craftsmanship, design and the quality of the materials artistically through the use of our lighting featuring multiple softboxes, grids on one “detail” light and reflectors to kick light back into the shadows.

Normally I do all my post production work but this time we brought in digital artist Holly Nelson-Kramer of Spitting Images to refine our main “beauty shots”.  When you want it right, go to the experts.  Bob and Bill were both pleased with the results and now Bill has a strong website presence to showcase the work they do.   An investment in the photography will now benefit his business image.

Techy stuff:  primarily shot with a Nikon D3 & D700 using a combination of 60 2.8 macro, 24 – 70 and 70 – 200 lenses.  We use a mix of Profoto and Q flashes in the various softboxes.  Images were initially processed through Adobe Lightroom 3 and then the beauty selects were enhanced by Holly.  Holland’s Cycle website:  http://www.hollandcycles.com/  For more or my work check out http://www.zwink.com