One advantage that my decades of shooting 4x5 in the chemical era gives me is mastery over light.

Today the use of digital cameras, powerful computer and software makes it much easier to capture well exposed images. Simply exposing for maximum detail in the highlights and shadows does not necessarily result in the creation of a spectacular photograph.

In my years as an architecture and interior photographer I’ve learned that the real difference between a memorable interpretive image that shares the experience of a design and a documentary representation of what a space looks like.

To put it another way the composition shows the steak, lighting creates the sizzle. And that’s what people really want especially those here in the San Francisco Bay Area where a simple kitchen remodel can top $80 - 100K.