Wednesday, May 30, 2007
When Epson approached Jeff Schewe to photograph their latest professional printer, they wanted something different
At one point, I had considered shooting the printer on 4x5 film. I knew Epson wanted a tight reproduction, and I figured that 4x5 would be optimal. The only problem was that I hadn't shot film for years and it seemed all the pro labs I once used in Chicago had left the biz. So I decided to try shooting with my Canon EOS-1Ds Mark II with a tilt/shift lens. I did a quick test and decided that I'd be able to get the perspective and the file size I needed.
It was at this point in the project that I sent off some JPEGs to Dano and Mark for review. I still wasn't sure what else I'd do to the image, and since there hadn't been a lot of talk about proportions, I had no idea that I was going to get a surprise. It seems that Mark had kinda had his heart set on a vertical image and what I had produced was pretty much horizontal. Well, okay, I can work on that…
Necessity is the mother of invention, so I decided to invent a reflection, flop it and add enough distortion and blurring to make it look like a reflection.
Par for the course, that first e-mailed JPEG had far-reaching consequences. It seemed the Epson folks wanted to see the LCD panel light up as well as the LED glowing green. In order to accomplish that, I had to update the firmware and get the printer to turn on. Ironically, when I finally got everything turned on and the ink in, the dialog kept popping a warning that “Non-Epson ink was detected, continue?” Well, okay, I shot the LCD in the brief time it wasn't displaying that dialog.
Page 4 of 5