Archive for the 'What’s New?' Category

tonic photo studios provides the best capture quality available in the commercial photography industry

While I’m not typically one to tote technology and publish anything talking about megapixels and dynamic range etc, our new capture system that we received mid last week is an exception!

It’s important for our clients to know they are getting the very best in quality and versatility, now more so than ever I can state this with confidence. Last week we received our new Phase One IQ 180. The IQ 180 will in effect, more than double the resolution to our previous output.  In simple terms, that’s massive. Additionally, our current Hasselblad system will for the most part, be replaced with a new autofocus system that supports the IQ 180 digital back.

In addition to the new hardware, we’re also offering our clients some very cool viewing and image rating flexibility on the iPad and iPhone with Phase One’s Capture Pilot app. Grab the app free from the app store and try it out the next time your in for a shoot.

If you’re into all this cool techy stuff, glad we could provide you some awesome reading material and studio knowledge! If not, continue to know that tonic photo studios will always provide the very best in image quality in the industry. Huge, quality files that equals great end results and flexibility.

Patrick Darby

Founder/ Photographer

tonic photo studios

tonic photo studios partners with IO Data Centers to produce epic imagery

tonic studios has been busy working with IO Data Centers for in excess of 5 years now and has had the pleasure of watching them grow to the forefront of their industry. IO Data‘s Always ON IO Anywhere modular technology allows for an incredibly efficient and secure Data Center infrastructure with maximum flexibility for growth in both scale and technology.

We’ve watched IO grow from a relatively small scale Data Center operation in Scottsdale to a massive provider with facilities in both Phoenix, Scottsdale, New Jersey and plans for more down the road.

Being inside one of the DC’s is truly other-worldly. Powerful technology fills multiple football field scaled spaces in a secure and controlled setting that varies in temperature no more than a fraction of a degree.

Sensors detect any abnormality and systems back up systems to insure there is never a disruption to the services the centers provide. In short, it’s seriously cool!

So where do we come in?  Well, we’ve pretty much shot every aspect of the facility inside and out and most recently (over the past 4 months or so) have worked closely with the marketing team to develop a unique style and approach for presenting IO’s visual content.

I would describe the approach for the imagery to be bright and airy while also bold in it’s depiction of surfaces, tones and textures.  We were really going for a look that would highlight the interest within each space and present a sense of epic scale and high technology.

Check out IO’s website and keep an eye on IO as they continue to forge ahead in the industry.

Patrick Darby

Founder/ Photographer

tonic photo studios

tonic photo studios new partners in food photography

tonic photo studios continues to grow its portfolio of restaurant photography work recently adding PF Chang’s China Bistro, Kona Grill, The Tilted Kilt and a handful of other great brands to its repertoire of clientele. Food photography has been a strong focus of ours since the studio’s inception and as new restaurants emerge into the market, we’re there to help them grow their brand. Our prop department is bursting at the seams with every imaginable textile and piece of glass and dishware and our backgrounds and surfaces are ready to accommodate a broad range of style and overall look and feel.

In mid December through early January we had the pleasure of partnering with PF Chang’s on a massive project that involved shooting 60 plus menu items. This was a grass roots project where tonic had the pleasure of working with PF Chang’s art director from the ground up to create a unique and specific stylistic approach and visual vocabulary for which to present PF Chang’s imagery. In studio, with two camera systems and a great creative and production team consisting of Ellen Straine, Abby Ripes, Cathy Marshall, Sara Baldwin and Mitzie Rakich (along with a team of talented PF Chang’s Chef’s), we produced in excess of 140 unique images for the brand. It was a wonderful opportunity and we all had a blast producing the work.

 

 

 

Following Chang’s project, we had the pleasure of producing work for Kona Grill. While the project was not to the massive scale of PF Chang’s, it was a fantastic start to what we believe will be a great on going partnership.

From there and most recently, we packed up and headed out on location to The Tilted Kilt at Phoenix’s CityScape. Diversity is the spice of life after all and TK’s tasty Pub fare was a nice contrast to work we have produced in the past. The Pub wanted us to produce a series of images that tied the menu item to the environment with really showcasing the food in warm and approachable manner. We think we accomplished this quite successfully and as always, had a blast in the process.

 

Here’s to a great 2012 working with these and many other of our restaurant clientele.

Cheers!

Patrick Darby

Founder/ Photographer

tonic photo studios

tonic photo studios welcomes Mitzie Rakich back to the team

Once upon a time, we had a really great commercial photography rep named Mitzie Rakich. OK, maybe 2004 to 2008 isn’t exactly “once upon a time”, but Mitzie did work here and then left to pursue new opportunities. The good news is that Mitzie is returning to her tonic photography roots, better and stronger than before! In the three years since Mitzie was last with us, she’s continued to develop her marketing and business development skills. She was instrumental in helping the business to grow during her first stint here and Patrick is really looking forward to working with her to bring in new accounts and do great things once again.

Photo of Mitzie RakichSo who is this awesomeness named Mitzie? She’s a Phoenix native and ASU grad with a degree in Design Studies Management. She loves downtown Phoenix and likes to keep it local. So do we, which might be why she fits in well here at tonic. Mitzie can often be found out on the town exploring many fabulous restaurants and going to shows, or checking out a landscaping nursery for relaxation.

Mitzie has many fond memories of good times at tonic when she previously worked here and she’s looking forward to making more. She especially enjoyed the overflow food goodies after cuisine shoots and finding her face Photoshopped onto Sesame Street characters (what can we say, we think she makes a great Muppet).  Above all, she loved working with all of the cool clients and agencies who make our business thrive.

We’re sure she’s ready to make great things happen and we’re excited to have her with us once again. Welcome back, Mitzie!

Education abounds at tonic photo studios

In many professions, staying up to date on the latest techniques, technology and best practices is a necessity and commercial photography is no different. Recently, tonic photo studios was involved in two events which helped both Patrick Darby and other valley photographers maintain their leading-edge skills.

In August, we hosted a seminar created by the American Society of Media Photographer’s Phoenix chapter. The seminar was part of the chapter’s Third Thursday monthly series and the August event focused on architectural photography. Since architectural photography work is one of our specialties, we were pleased to host the meeting. Not only was it a great way to show off our phoenix commercial studio space to other valley photographers, we were proud to support a great organization which helps local photographers of all skill levels.

The architecture photography seminar in action

An overhead view of the ASMP seminar

The other event Tonic was involved with focused more on helping to maintain Patrick’s skill set. Photoshop World Las Vegas 2011 was held earlier this month and we sent Patrick to learn the latest in Photoshop techniques. Photo retouching in Photoshop is a large part of the work involved in delivering the highest quality images and Patrick is committed to providing the highest level of Photoshop creativity to the clients who entrust their photography work to him.

In addition to enjoying the conference, Patrick took a little time to experience the energy of Las Vegas. He took a few shots of the incredible sights on The Strip.

Workin’ on the railroad: Grand Canyon Railway photo shoot with tonic photo studios

Fresh on the heels of shooting images of the Fleischer Western art collection, tonic photo studios was called upon by E.B. Lane to travel up to Williams, Arizona in June and shoot images for their client, the Grand Canyon Railway. However, this shoot wasn’t typical for many reasons.

First, this was another project which was a little outside our usual repertoire. A train is smaller than most architecture, but much bigger than most products we shoot. Secondly, the end product of this photography was not a promotional brochure or corporate website. Instead, the images were destined for the wrap which you now see on METRO light rail cars here in Phoenix.

Creating photography for a train wrap comes with a unique set of challenges. In order to have a high quality appearance, the wrap needed to be printed at a resolution of 72 DPI (dots per inch). That translated to a source image which needed to be 300 DPI and 217 inches wide by 20.5 inches high. Essentially, the massive final image delivered to the wrap printers needed to have utmost quality, detail and sharpness.

Fortunately, Patrick Darby is a top-notch pro and he was able to find a way to overcome the technical challenges inherent in achieving these results. His approach was to create 20 separate images at 40 megapixels each.

A train engineer at the controls of a Grand Canyon Railway steam engine

One of the 20 photos which make up the final composite image; tonic photo studios

In order to capture consistent images, the crew measured an optimal distance from train to camera (about 25 feet) and created a line parallel to the tracks along which to travel as each image was captured. Patrick then took images at 10 foot intervals along the line, thereby creating a set of images which captured the full length of the engine, tender and passenger car. He also bracketed each image to produce final images with an extended dynamic range and details from deep shadows to bright highlights. When he arrived back in the studio, Patrick’s post-production work involved stitching each of the 20 images together into a seamless composite.

Some of the individual photos of the Grand Canyon Railway train before stitching

Some of the individual photos just before being assembled into the final image: tonic photo studios

The complete Grand Canyon Railway image

A low-res version of the final image, seamlessly stitched together: tonic photo studios

A train robber on horseback, waving his pistol in the air

This train robber and his horse will be layered over the train image

If you’ve had the pleasure of riding the Grand Canyon Railway, you know that part of the fun is when actors playing the part of robbers hold up the train mid-journey. E.B. Lane and the railway wanted to include that detail in the wrap, so Patrick also captured photos of a robber on horseback. The robber image was layered on top of the complete train image to give the impression of a train robber riding next to the train.

Overall, this was an incredibly cool concept and was tremendous fun to work on. We greatly appreciate working with clients such as E.B. Lane and the Grand Canyon Railway.

The photoshoot crew and client representatives

Patrick, the photoshoot crew and representatives from E.B. Lane and GCRW

A portion of the Grand Canyon Railway wrap on a light rail car

The final product riding the rails in Phoenix

tonic photo studios announces: we have a winner!

The winner of our Facebook page promotion has been chosen! The lucky recipient of a snazzy new iPad 2 is Ben Smith from The Lavidge Company.

Big thanks to Ben and everyone else who Liked our tonic photo studios Facebook page and updated their contact details. We appreciate your support and we look forward to keeping you up to date on the exciting photography work we do. If you or your company needs commercial photography work of superior quality and creativity, don’t hesitate to call us and find out how tonic studios can deliver the cure for the common image.

A little of this, a little of that from tonic photo studios

We have an assortment of quick topics to mention in today’s tonic studios blog post. First, we wanted to let everyone know that we’ll be announcing the winner of the iPad 2 promotion on Tuesday, July 5th! If you’re on our mailing list, you received a mailer last month promoting our blog and new Facebook page. Anyone who updated their contact info and Liked our tonic page was automatically entered to win, so keep watching here to see who’s the lucky new iPad owner! Also, big thanks to our sister company R and R Images for creating the mailer.

Next on the list is a very exciting project which we unfortunately can’t talk about very much yet. It involved some travel up to northern Arizona, and was a very fun and challenging project which tested Patrick’s technical and creative skills. You’ll see the end result around town very soon and we’re certain that you’ll be impressed. Look for a post with behind the scenes details and images of the final product soon!

As a side note, Patrick Darby had a chance to capture some great landscape shots while he was up north and he’ll be posting them soon on the main Tonic web page. Landscape photography isn’t one of tonic studios four key areas, but Patrick has done landscape work in the past. He took the opportunity of being in the pines of northern Arizona to recall some of his dormant skills and photograph the amazing natural beauty of the Coconino forest. Look for those pictures soon!

To wrap up, we wanted to mention a few other upcoming projects. We’ll be shooting food and lifestyle images for Flo’s Asian Kitchen and doing food and product photography for Chandler’s SanTan Brewing Company. It’s great to work with fantastic local companies and we’re proud that these two have come to us for their photography needs.

Summer is often a slower time for business here in Phoenix, but we’re staying very busy so far. Keep watching this blog and our Facebook page for news and updates!

tonic photo studios: “You don’t have to take our photography word for it”

We’ve been talking about many of the great projects we’ve worked on and the amazing clients we’ve worked for. We love to showcase our work, but we want to let the words of others do the talking today. You don’t have to just take our word for it. Read what other people have had to say about their experience with Patrick and the tonic photo studios team.

For client and photographer to get on the same page quickly is essential to both minimize cost and maximize studio utilization. This has been our experience. In the 10 years I have run this company our experience with tonic photo studios has been the best of the 5 studios we have used.

Derek Humphries
ACO Polymer Products

Working with Patrick Darby and the tonic staff of tonic photo studios was pure joy.  Highly energetic, intensely creative and environmentally relaxed, we consider our three day photo shoot with tonic a great success.

Patrick’s incredible focus and attention to detail resulted in a wide selection of beautiful photographs that Massage Envy will be proud to use in many of our marketing campaigns. We truly appreciated the passion and talent of  Patrick and his team.

CG Funk
Vice President, Industry Relations & Product Development
Massage Envy Franchising

If you are looking for a photography team and studio that can get it done and get it done right, then you need to talk to Patrick Darby at tonic photo studios. We have been working with Patrick and his team for the past few years and are continually impressed with the dedication they bring to each shoot, professional approach, post-production work and general follow-through. They are not only committed to getting the work done, they are committed to getting it done right.

Jason Ferrara
Vice President of Marketing
i/o Data Centers

Patrick Darby, tonic photo studios creative problem solver

Headshot of Patrick DarbyMy name is Patrick Darby and I run Tonic Photo Studios. You’re going to be hearing more from me over the coming months here on our blog and on our Facebook page. We’re going to be ramping up our online presence and personality, and providing you with a better look into the activities of Tonic. A lot’s been going on around here and there are some exciting things on the horizon. Looking ahead, I’ll be regularly updating this blog and our Facebook page with these and other points of interest. My goal is to generate a greater sense of Tonic’s capabilities and overall personality, and to hopefully provide you with some compelling and interesting material on a regular basis.

Running Tonic requires a little bit of everything, but ultimately it all comes down to creative problem solving. I spend my days (and sometimes evenings) dedicated to that task. How can I make that pizza shot look as fresh and compelling as possible? How can I light that 50,000 square foot exterior in two hours before dawn? How can I get a shot of the light rail from the perspective of the tracks without getting run over (or arrested)?

Running Tonic is not just a job; it’s a way of thinking and a crazy, never boring way of life. I embrace each project and give each client the attention and dedication they deserve. What’s important to you is important to me. I make your project and creative challenges my own. I get the picture. Get yours at Tonic Photo Studios and discover the cure for the common image.

Stay connected for more Tonic updates and info!

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