When Art + Commerce do coincide it is as if all planets are aligned. It's great to get paid to do something that energizes me. Photo assignments often never feel like work. The relationship between me, my camera and a creative team is a special one that I treat with utmost respect. It is the focus (no pun intended) and immersion in a project that sums up a days work. A photo shoot should be treated as such: With fanfare! Without the importance of what we are doing there is no art. As for achieving the utmost level of production? Prep is key, method is necessary, art is intrinsic...all are essential to a day's work behind my camera. Oh, I almost forgot to mention fun. Fun and a sense of play are truly essential ingredients. My career and training began in the 70's using the typical tools and variables- film, paper and darkroom chemistry. Since the migration of my workflow from analog to digital I am constantly learning to use new tools; software, and cameras (strobes have remained the same - just much lighter to carry). Being an assistant in my teens enabled me to work beside incredible photographers, art directors and magazine editors. I learned production from the ground up from set construction to break down and billing the client. With my knowledge of budgets and solid freelance talent I began to produce in the late 90's. I saw stock photography shadow the assignment work and shortly thereafter watched rights and usage fees for stock images plummet. Shooting and post production for 60 - 80 images per day is not uncommon now if it's what the client's needs are. I know, I've done that too. I would never say the photo industry is dead. On the contrary. It's busier than ever - but like everything else it changes. Because taking pictures is in my bones I change with it.