[Jim Hancock]

Well I’m surprised after being in business for a “long time” you are surprised by that….
One thing I’ve learned as a photographer and filmmaker for 25 years….. and the bulk of that
advertising….. that fluff is “very important” If a client is paying a substantial day rate they expect to
be dazzled…. When I go into a set with a client, after we finish lighting and setting up it looks
very impressive, I use giant softboxes, hi rollers, c-stands, booms, no less then 12 lights, sometimes many more, flags, long lenses, computers, all sorts of bells and whistles…. and yes it even makes the image look better….. but even if I can get by with less I don’t and it is for the very reason you speak…… not only is the imagery you are producing important, but how you look producing it is important too…..