Assignment 4 – Photographing an Entrepreneur:
Lighting Essentials Project 52’s fourth assignment was to shoot a local Entrepreneur for a vertical full page lead or cover 8×11.5, leaving enough room for a Title. The Forbes Magazine type of thing… Environmental Portraits..
Shooting to the provided layout of the Title was optional, but I made a conscious effort to frame the shot accordingly. For the assignment I had to deliver
2 photographs, the entrepreneur’s business description (faux, of course) and a paragraph that explains what the entrepreneur has done within their industry. They will both be vertical. One close up in environment, and one in a more expansive shot with more environment. We also would like to see your shoot planning docs, any sketches you are working with or have done for this image, and a lighting explanation
But let me tell you there is nothing Faux about the Entrepreneur I photographed:
For those of you that don’t know Ronald Cortez (also known as Ron), he was born in the heartland of the coffee growing region Costa Rica. Throughout his life he’s developed an attraction to all things coffee. Being the son of a plantation worker, who was also the son of a plantation worker, gave Ron Cortez the absolute inside scoop on the coffee industry.
Ron was practically born in a coffee field and for the past thirty years he as been involved in the coffee industry in every aspect. The last fifteen years he has dedicated to running a highly successful coffee roasting company, Cafe Cortez.
Not only is Ron importing and roasting green coffee, he has also became a pillar of the Metro Phoenix Coffee House Culture. As mentor and educator in all-things-coffee, Ron Cortez teaches about green beans, roasting, brewing methods and how to go about “cupping coffee”.
After all, life is too short and there is no time for secrets. In the Entrepreneurial spirit, Ron Cortez is not holding back and is always willing to share with anybody who is interested in Coffee, entrepreneur and consumer a like.
Lighting diagram and set-up notes:
The shoot took place inside the warehouse of Café Cortez and I used one PCB Einstein 640 with a 30×60 Softbox. I postitioned the soft box to the left of the coffee bags on the pallette infront of the roaster. I placed another PCB Einstein 640 with the 8.5 inch reflector hiding it behind the roaster. To the right of the roaster I positioned a large silver reflector (oval 48×72). Of course there had to be a small glitch and discovered that my Paul C. Buff Cyber Commander was spontanously rebooting and the lights kept loosing sync. Changing the frequency on the Einsteins, setting them manually and using the CST trigger solved that problem. Set up and takedown was acomplished rather quickly (except I hate the assembly/disassembly of the large softbox – perhaps time to switch to a foldable one) and I did not have to worry about finding a poweroutlet.