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

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

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

So 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!

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.

Both Cottonwood and Jerome are delightful destinations for Arizonans and out-of-state visitors. Located in the high deserts of northern Arizona, they’re full of interesting history and quirky treasures. Jerome started in the 1870′s as a mining town clinging to the side of Cleopatra Hill, but fell into hard times as the mining industry changed. At one point Jerome was a ghost town with less than 100 residents. It has now reinvented itself as an eclectic artistic community and tourist destination.

Cottonwood was settled around the same time as Jerome, but took a different path to local notoriety. Founded on the banks of the Verde River, the town became known for an adventurous spirit and a lax attitude toward law enforcement. It earned a reputation for having the best bootleg alcohol in the state and attracted drinkers from as far away from Los Angeles. Cottonwood is a quieter and more law-abiding place today, but it’s full of museums and other places to discover Arizona’s past.

So why was Patrick gallivanting around these towns, camera in hand? He wanted to capture images of classic Arizona landscapes and buildings. Since both towns are full of historic places, old artifacts and gorgeous high desert panoramas, Patrick was able to find plenty of subjects for his photos.

He also wanted to work with high dynamic range (HDR) techniques to enhance the textures of his photos. HDR brings a tremendous amount of life and energy to an image. When shooting photos which feature fantastic surfaces like rusty truck bodies and aged wooden wagons, HDR can take a great image and make it pop in ways no other technique can.

Have a look at a few of the images Patrick produced from the road trip and be on the lookout for the full gallery on the tonic studios website and facebook!

TASER’s primary goal was to create updated images of Shockwave and other products for use in marketing materials. We chose to use two settings for photographing the range of images TASER needed. To capture Shockwave in a realistic setting, we coordinated a photoshoot on location at The Icehouse and followed that up with a session in our studio.

The location shoot involved several players including Patrick, TASER and a local SWAT team. The day was warm and the SWAT team spent nearly seven hours in their gear, but the shoot was successful. Take a look below at few of the images we captured. We appreciate the efforts of the SWAT team and The Icehouse in making the location shoot happen!

Shockwave on location

SWAT team on location

We also brought Shockwave and other products into the studio so we could capture precisely staged photos. Having the products in studio presented far fewer logistical challenges, as Patrick has all of his equipment available to him. You can see some highlights from the studio work below.

Shockwave set up in the studio

Shockwave with remote trigger

TASER X2

Take a look at TASER’s Shockwave page and keep an eye out for the new images to arrive there soon! Also, visit TASER’s Facebook page and have a look at the photos they posted from the The Icehouse shoot.

Betty’s Nosh is a new mushroom bar which opened in early May. You’re probably thinking “Mushroom bar? What’s that?” Well, the mushroom bar is just what it sounds like. Think sushi bar, but with stuffed mushrooms instead of sashimi. Guests can order customized stuffed mushrooms and watch them being prepared while sitting at the bar.

In addition to the mushroom bar, Betty’s Nosh offers up a feel similar to a laid-back wine bar. The wine and drink selections are extensive. Executive Chef Ray Romero serves great entrées and tapas, but Betty’s adds a few extra touches which most wine bars don’t. For starters, they have Pasty Chef Erica Bahnak on staff to create delicious pastries. In addition, Betty’s does mornings, not just afternoons and evenings. They have a morning coffee bar and on Sundays, Chef Romero puts together an extraordinary omelet bar.

Having established themselves over the summer, Betty’s Nosh wanted to bring their website and marketing materials up to level on par with their food. They called upon Patrick Darby at tonic photo studios to come in to the restaurant and capture a range of photos covering the food and the space itself. Food stylist Ellen Straine joined him for the one-day shoot and by then end, they left with a host of great images.

We want to show off a few samples from the shoot, so take a look at what Betty’s has to offer. Naturally, we included a mushroom shot!

Look for these images and many more to appear soon on Betty’s website and printed material, and head on up to north Glendale Arizona to see what Betty’s Nosh is cooking up.

Patrick is especially excited to shoot at The Icehouse, as it’s a very interesting venue from a photographer’s perspective. As the name suggests, it began operation as an icehouse over 100 years ago, producing ice to be used for keeping produce cold while being transported by rail. It has since been used for various purposes and over the past two decades has been a center for art exhibition and experimentation.

Amongst Phoenix architecture, the building is a rare gem. Very few buildings remain from the early 20th century, and fewer still have stood unaltered since their construction. The Icehouse is in that elite category. It has the feeling of a time capsule, unchanged since it was erected in 1910.

The texture of the concrete walls provide fantastic backdrops for photos and the windows add soft, natural light to the scene. The building is a unique space which offers inspiration to photographers who shoot there.

Patrick visited The Icehouse recently for scouting purposes and shot several photos. Their quiet simplicity speaks for itself.

If you’d like to know more about The Icehouse, connect with them via their Facebook page or on their website at http://theicehouseaz.com.