Working Pro The
Issue 236 • October 2015
The Year Professional Photography Became
ACCREDITED
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PROUDLY SUPPORTING THE AIPP
Working Pro The
Co n te n t s #236
Cover
F r a n c e s S u t e r APP, M.P hotog . SILVER WITH DISTINCTION AWARD - ILLUSTRATIVE CATEGORY 2014 CANON AIPP AUSTRALIAN PROFESSIONAL
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Suite G.02, 171 Union Road, Surrey Hills, Victoria 3127 Phone: 03 9888 4111 E-mail: enquiries99@aipp.com.au
SPECIAL FEATURE: What The AIPP Accredited Professional Means To You
The AIPP has begun ground-breaking work to establish its Accredited Professional members within the Australian market. Read all about it in this special feature.
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Have You Done The Survey Yet?
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Update: AIPP Reflections Project
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AIPP State Reports
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Member Portfolio: Gee Greenslade
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Criticise The Judges? Not In Public!
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Canon 35mm f1.4 L II USM
The Working Pro is the official newsletter of The Australian Institute of Professional Photography (AIPP).
AIPP Membership Contacts
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Ross Eason APP.L M.Photog., Hon.LM, National President
w w w. f r a n c e s s u t e r. c o m . a u
Copyright © 2015
O c to ber
Ross’s Ramblings
PHOTOGRAPHER OF THE YEAR AWARDS
Editor Peter Eastway G.M Photog., FNZIPP, Hon. FAIPP, Hon. FNZIPP, FAIPP Disclaimer The information provided in The Working Pro and associated publications is made in good faith, but is general in nature. Neither the editor, the publisher or the AIPP accept responsibility for or will be under any liability for any recommendations, representations or information provided herein. The Working Pro presents information, opinions and suggestions for subscribers to evaluate in coming to their own decisions in the light of their own individual circumstances. The information should not be relied upon without readers first obtaining independent advice from their own financial and legal advisers. Unless otherwise noted, all articles are written by Peter Eastway. Publication The newsletter is published 10 times a year – monthly with November/ December and January/February being combined. The Working Pro newsletter is published by Pt 78 Pty Ltd, ABN 75 003 152 136, PO Box 351, Collaroy Beach, NSW 2097, Australia. Phone: (02) 9971 6857; Fax (02) 9971 6641. E-mail eastway@betterphotography.com
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If you really want to run your business professionally and profitably, you need to have good market intelligence - and this can be provided by the AIPP’s Benchmarking Survey. Survey closes 31 October. John de Rooy reports that the Veterans project is proceeding with gusto and has an extension until November. A series of monthly reports and meeting announcements from the State Councils around the country. Winner of the SA Epson AIPP Professional Photographer of the Year, Gee has some clear views on what her day-to-day work is all about - and, wow, is it different! Entering photography awards is emotionally charged, but just because your score isn’t as high as you’d like, is no excuse to criticise the judges. With new, higher resolution DSLRs available and planned for the future, we won’t be at all surprised to see a lot of new lenses from Canon over the coming years.
Ross’s Ramblings
R o s s E a s o n A P P. L M . P h o t o g . , H o n . L M , N a t i o n a l P r e s i d e n t
We sit on the cusp of one of the most significant moments in the history of the AIPP and the profession… ... recognition by an arm of the Australian
valuable, but we must all use it properly. That
Government (the ACCC) that our standards
means all members, each individual, must meet
and direction are consistent with acceptable
the requirements to maintain this standard.
professional practice on a national basis.
standard, for others it may require some straight
This is a huge benefit for our Accredited
For many, they are already achieving this
Professional members and anyone who
forward adjustments to their business practices
becomes accredited in the future.
and we will be working with all our members
over the coming months to advise them how to
The certification did not happen overnight.
You can’t buy it and you can’t lobby for it. The
do this.
only way to obtain this level of recognition
Registered
requires a long term commitment to develop
We also have new protocols and systems on
standards designed to protect the consumer,
the AIPP website that both consumers and
and to project the professionalism of our
members can use to raise concerns and report
industry.
transgressions, but the true test is for all of us to operate so there are no concerns.
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®
Developing Standards
It took five years of hard work by our team in
provides us with enforceable legal protections
the national office, the Board and our sub-
for the use of our logo and we will be very
committees to develop standards and systems
firm with anyone who tries to pass off as an
that would pass the tests of the Australian
Accredited Professional.
Government.
a past member for continuing to use the logo
We now have something that is incredibly
Our new logos have the
symbol. This
Our legal representatives recently pursued
and claiming to be an Accredited Professional
respective position.
when he wasn’t. We will maintain this pressure
on anyone who alludes they are Accredited.
be required to undertake training modules in
WH&S and our consultants have developed a
The following pages in The Working Pro
All our volunteers, myself included, will
provide an introduction to the changes, what
simple online test that those volunteers will be
they means and how they will affect you.
asked to complete. The purpose of the training
and test is to ensure volunteers are aware of the
Please take the time to read it now because
the information is important – and it affects you
subtle nuances that may, at a peer-to-peer level,
now.
cause unrest or distress.
As we move forward with both the WH&S
Are we exempt from the rules?
requirements and the introduction of the higher
There are a number of laws that cover
standards now required of us as ‘Professionals’, it
employers and businesses around Australia, but
will require all of us as members to accept that
just because we are a membership organisation
added responsibility.
doesn’t mean we are exempt.
New Agreements
Shortly, each member will be sent a new set of
Even though the AIPP is a not for profit
company, the rules and requirements of
membership agreements. It is easy for all of us
corporate law apply to us as much as to any
to sign on the dotted line without digesting the
other company.
facts, but I would encourage you to read and
understand these requirements first. To help
Earlier this year, some members raised
concerns over inappropriate behaviour
with this, we plan to run a series of information
between members that, in the corporate world,
nights around the country.
would not be acceptable. Since then, we have
asked both our legal team and consultants
paperwork can help us build an organisation
on Workplace Health and Safety to clarify our
and a profession that raises our standards and
responsibilities.
improves our businesses, then I consider that a
great success.
The bottom line is that regardless of our
So, yes, there’s a lot of paperwork, but if that
volunteer ethos, we remain responsible to enforce best practices with Workplace Health and Safety. Because of this requirement, we will now see a change in work practice at
ross.eason@aipp.com.au
every level of the Institute. Each volunteer will
0438 722 992
be given a role description relevant to their
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What The AIPP
ACCREDITED PROFESSIONAL Means To You
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S i lv e r A wa r d • C o m m e r c i a l C at e g o r y
Tim Griffith, APP.L, GM.Photog., FAIPP 8
2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
The New Accredited Professional
A quick overview of the Accredited Professional status and why this is really useful for professional photographers Why do photographers join an
understanding of business standards
organisation like the AIPP? What
and in many cases, no knowledge of
can an organisation do to help the
what their chosen profession can do
profession? How do we separate
and offer its clients.
ourselves from the amateurs and
The standards of professionalism have
enthusiasts? How do we establish
been diluted, not by experienced
standards so newcomers don’t inadvertently
photographers who care, but by entrants who
devalue the profession?
have never trained as photographers.
The AIPP is many different things to many
Using a camera does not make you a
different photographers, but at its heart is the
professional photographer.
aim to represent professional photographers
and their interests.
back professionalism by establishing standards
It must lead the profession.
that serious photographers can agree to and
In recent years, the definition of a
aspire to.
If the AIPP’s role is to lead, it needs to claw
‘professional photographer’ has been diluted.
It seems that anyone who uses a camera and
of attention. It believes that by raising the
charges a fee is considered a professional
standards of professionalism, by establishing
photographer.
in the community’s mind what a professional
The AIPP Board has given this issue a lot
We need to change that view.
photographer can do, we can re-build
A professional photographer is an artist or a
expectations. We can educate our clients to
craftsperson who produces images and supplies
demand a level of professionalism that is in
services to a high standard. A professional
danger of disappearing.
photographer takes an interest in what his or
her clients want - as well as what they need.
is all about.
There are too many newcomers who have
This is what the AIPP’s Accreditation process But it won’t be the AIPP Board that does it.
no understanding of lighting, composition
It’s up to us. All of us. We are the ones who need
or even exposure. Worse, they have no
to make a stand for professionalism.
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S i lv e r A wa r d • P o r t r a i t C at e g o r y
Robert Piccoli, APP.L, M.Photog., FAIPP 10
2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
What Is Accreditation?
What does Accreditation really mean? Who says I’m Accredited? What are its main benefits? Why should I bother? Accreditation means that APP (AIPP
‘professionals’ because they haven’t
Accredited Professional Photographer)
done what professionals do.
and APVP (AIPP Accredited
To be a professional, you need to be a
Professional Video Producer)
member of a profession. And for there
members are officially ‘professional’
to be a profession, you need to have an
photographers and video producers.
organisation with the main objective of
And technically speaking, APP/APVPs
improving the standard of its practitioners, and
are now the only photographers and video
with a published code of practice and standards
producers who can correctly claim they are
for members to abide by.
‘professionals’ (as explained later).
then by definition, you can’t be a ‘professional’.
The long term benefits of this change
If you’re not a member of a professional body,
are dramatic. In a period when practising
as a professional is becoming increasingly
professional body in Australia for photographers
difficult, accreditation gives extra leverage to
that met our government’s requirements.
photographers and video producers who choose
to meet a recognised professional standard.
ACCC (Australian Competition and Consumer
Commission) has certified the AIPP as meeting
It states to the community at large that
And until now, there hasn’t been a
However, as of 18 September 2015, the
we are Accredited Professionals, that we meet
the requirements to be a professional body -
high standards and that we are members of
and so its APP and APVP members can in turn
a professional organisation – just like doctors,
be considered professionals.
accountants and architects.
consider all this just semantics, but as time
For years, we have called ourselves
We understand that non-members may
professional photographers, referring to the fact
passes, as recognition of the AIPP’s position
that we charge clients for our work. However,
in the profession grows, our hope is that the
according to Professionals Australia and the
community and business will expect ‘professional’
Professional Standards Council of Australia,
photographers to be members of the AIPP.
photographers haven’t previously been
And that’s where the benefits begin.
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S i lv e r A wa r d • P o r t r a i t C at e g o r y
Jessica Truscott, APP, AAIPP 2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
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Accreditation Helps The Profession
What good does Accreditation do for me as an AIPP member? And what if I’m a non-member? What are the benefits and advantages? There are thousands of people who
Would you hire an accountant who
fill in their tax returns as ‘professional’
is not recognised as a professional?
photographers and video producers,
Would you hire an architect who is not
but many do not offer a professional
recognised as a professional?
quality product, provide a professional
The AIPP expects that in time, people
quality of service or even charge
will consider hiring a professional
enough to make a basic living. Their business
photographer in the same way.
practices are lacking in many ways, yet they have
a right to operate in the market as photographers.
members out there promoting the fact that
It’s up to their customers to beware!
only APP and APVP members are acknowledged
as professionals. They are the only creatives in
With the Accreditation process, AIPP APP and
Certainly there will be thousands of AIPP
APVP members are agreeing to meet a set of
Australia who have taken the time to become
standards that establishes them as professionals.
Accredited and who can use the logo.
In a crowded marketplace, it is expected
The benefit of being Accredited is that you
that over time, our customers will look for
will have a stronger position in the marketplace.
photographers and video producers who meet
these standards and who operate professionally.
photographers who are not APP/APVP. Their
In time, we expect that Accreditation will
businesses may continue to be successful, but
be what all customers look for when hiring a
as time passes, we expect that more and more
photographer.
of their clients will question why they don’t
have the APP/APVP logo as a symbol of trust.
Photographers and video producers who
In the short term, there will be many
are not APP or APVP members of the AIPP will
be encouraged to join the AIPP and meet the
photographers will come to see AIPP
same standards. Photographers who choose
membership and Accreditation as simply a
not to become APP/APVP may find that their
sensible way of doing business – because not
customers move to other professionals who do
being an Accredited Professional will become
have these credentials.
increasingly difficult.
Eventually, we hope these successful
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S i lv e r A wa r d • A d v e r t i s i n g C at e g o r y
Liam West, APP, M.Photog. 14
2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
How Do I Become Accredited?
What are the steps required? What paperwork do I need? Is it different for members and non-members? If a photographer isn’t an AIPP
•
member, then he or she can’t become
Accredited Membership Business
an Accredited Professional - it’s as
Requirements; and
simple as that.
•
Continuing Professional Development
The only way you can become
Accredited is to first join the AIPP.
Agree to comply with the AIPP
Agree to take part in the AIPP
(CPD) program.
Then, to become an Accredited Professional
Photographer or Video Producer, you have to
commitment. It’s something you do to separate
meet the accreditation standards set by the
yourself from people who are in business as
AIPP.
photographers, but perhaps don’t take it as
You must:
seriously as you do.
• At a minimum, for the past two years, have
As you can see, becoming a professional is a
The AIPP realises there will be experienced
invested your time and resources into
and capable photographers who, for a
developing your photographic business and,
variety of reasons, are not currently members
at the same time, have consistently earned a
of the organisation. However, it is hoped
professional level of income from photography;
with the AIPP’s accreditation process now
• Provide documentation to support your
being recognised by the ACCC, that these
application as an Accredited Professional
photographers will look to the future and what
(details are on the AIPP website);
the AIPP can become with their help.
• Submit a portfolio of images or videos to
The more experienced professionals we
an independent folio assessment panel and
have as APP/APVPs, the better it will be for all
reach the appropriate pass standard (full
the profession - because the more people in
details are on the AIPP website);
the market who are acting professionally, the
• Agree to comply with the AIPP Code of Professional Practice; • Agree to be bound by the AIPP Membership Terms & Conditions;
more the community will expect from us, and that will make it difficult for non-professional photographers to stay in business.
We encourage all to become accredited.
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S i lv e r A wa r d • C o m m e r c i a l C at e g o r y
Ross Eason, APP, M.Photog. 2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
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How Do I Stay Accredited Each Year?
Is there any CPD requirement? What is it and how much is required? How does the AIPP check up on me? Is Accreditation a lot of paperwork for
you are a professional means it’s up
just a logo on a letterhead?
to you to determine what areas you’d
Well, there certainly is some
like to learn about. Of course, the AIPP
paperwork to do, but the result of
will help its professional members by
this paperwork provides important
providing appropriate seminars and
benefits, the most significant
workshops.
being able to market your professionalism.
And as time goes by, the expectation of the
provides education, hands on practice,
community to hire a professional photographer
workshops, seminars, discussions and tutorials
with qualifications will only increase.
on five core elements relating to the profession
of photography:
At the heart of the Accreditation process is
Currently, the AIPP Nikon CPD program
the aim of improving the quality of what we
• Photographic Input
provide to our clients. You don’t see a doctor,
• Photographic Output
accountant or architect becoming qualified and
• Photographic Workflow
then never studying again. They need to keep
• The Business of Photography
abreast of developments in their profession and
• Personal Development
for many, expanding their knowledge makes their
profession more interesting and exciting as well.
learning resources they like. Furthermore, their
If you’re a professional photographer, why
Accredited members can choose whatever
CPD activites can happen away from AIPP-
wouldn’t you want to remain up to date and
sponsored events. All that is required is their
improve your skills?
continuing development.
One of the requirements of all professionals
Each year when renewing their membership,
is continuing professional development (CPD).
APP/APVP members will be required to register
All professions require this of their members.
their non-AIPP CPD activity via their members
However, it is not up to the AIPP to tell you what
dashboard on the AIPP Website. All AIPP events
courses or workshops you should take.
booked through the AIPP will be recorded
Every individual is different and the fact that
automatically.
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S i lv e r A wa r d • C o m m e r c i a l C at e g o r y
Peter Blakeman, APP, AAIPP 2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
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How Do We Advertise Accreditation?
What is best practice for telling the world I’m accredited? Where can I use the logo? How do I use the logo? It is up to the APP and APVP
It will also be a requirement to
professionals to tell the world
show the logo on all your marketing
about their professionalism and
material and business stationery, so
Accreditation. It is not enough to
it won’t take too long for the market
become an APP/APVP and hope that
to see the logo and expect any
the AIPP will automatically send us lots
photographer that they hire to have it.
of business – logically that’s not going to happen!
However, if there are 2,000+ APP and
members, helping them tell the market about
APVP members, all out there promoting the
Accreditation. It will provide links so visitors to
Accreditation logo and talking about the need
members’ websites can connect through to the
for hiring a professional, that will have far more
AIPP website and read all about Accreditation,
impact than a centralised marketing campaign.
what it means and why they should only hire a
photographer who is accredited.
We need to change our mindset about
However, the AIPP will also be supporting its
membership of a professional organisation
- and this is no different for a doctor, an
the AIPP explaining why Accreditation is so
accountant or an architect. Membership
important adds to the credibility of our message.
requires us to promote ourselves and the
profession. If we all do it, then we can create a
centralised advertising campaigns, which are
groundswell of interest.
funded by APP/APVP members. This has the
potential to be a strong marketing campaign,
The first and most important thing you can
And an independent professional body like
In the future, the AIPP will investigate more
do is put the APP or APVP logo on your website
but only if all of us (2000+ strong) are using the
so that everyone who visits your site sees it. This
Accreditation branding.
will generate a great deal of exposure. (The AIPP
has provided a style guide to help.)
need to have that visual connection apparent
on all our websites and marketing material.
In fact, this is something all APP and APVP
Essentially, the branding is the logo. We
members are asked to do when they sign up as
an Accredited Professional.
it’s not there to be found.
The general public can’t ‘Look for the Logo’ if
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S i lv e r A wa r d • F a m i ly C at e g o r y
Natalie Howe, APP, M.Photog. 20
2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
What Accreditation Means To The Public What are the standards and who sets those standards? And if the standards aren’t met, what happens? The AIPP is now responsible for
consumer complaint tribunals upheld
setting the standards for professional
against you, and not to bring the
photography in Australia.
profession or the AIPP into disrepute.
It also requires you to strive at all
What the ACCC has certified is our
approach to setting those standards,
times to produce images and services
not the standards themselves, but in
that meet the highest standards of
practice it comes down to the same result: the
professionalism.
AIPP is responsible for setting and establishing
3. Accredited Member Business Requirement
the minimum standards of behaviour and
Additional business requirements include
image quality for APP and APVP members.
complying with general legal and licensing
laws, such as using correctly licensed software
Importantly, these standards are designed
to support our customers. People want to know
and being up to date with your taxes.
that if they hire a professional, they can expect a
4. Continuing Professional Development
minimum level of service and product quality.
And there are the CPD requirements to keep up
There are four standards that Accredited
to date and to continue improving.
Professionals recognise and uphold:
1. Code of Professional Practice
your Accreditation can be removed by the AIPP.
This covers how we operate our business, such
as dealing with the public honestly, providing
compliance process, so that both the public and
a three day cooling-off period for domestic
other AIPP members can request a review of a
customers, not using high-pressure sales tactics
professional’s imaging standards and business
and not bringing the profession into disrepute.
practices. Similarly, there are safeguards in
2. Membership Terms & Conditions
place to prevent this compliance process being
When you become an APP or APVP, you agree
abused, so that spurious complaints can have
to membership terms and conditions that are in
consequences for the complainer as well.
addition to the Code of Professional Practice.
This includes paying your debts, not having any
confidence in our professionalism.
Failure to meet these obligations means that The AIPP has introduced a whole new
What Accreditation means to the public is
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S i lv e r A wa r d • W e d d i n g C at e g o r y
Paul Cincotta, APP, M.Photog. 2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
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Are Only AIPP Members Professional? If I’m not a member of the AIPP, does that mean I can’t call myself a professional? Of course not, but in the future others
members will be actively promoting
might not agree...
their professionalism by showing the
logo. The logo will be their badge,
Johnny Fstop is an established
photographer with a successful
so to speak. And as time passes, the
business. He shoots weddings and
community and public in general will
portraits, offering both stills and
associate professionalism with the logo.
videos, and his clients see him as being very
professional. However, Johnny isn’t an AIPP
members aren’t acting professionally; rather
member.
it is supporting the photographers who also
support the profession in the same way.
Without being an AIPP member, Johnny
The AIPP isn’t looking to say non-
can’t become either an APP or an APVP.
An Inclusive Approach
Short Term No Change
As the years pass, more and more of Johnny’s
And technically speaking, because Johnny isn’t
customer base will be aware of the AIPP’s APP and
a member of a suitable professional body, by
APVP programs. Repeat and referral customers will
definition he can’t be a professional either, even
probably still hire Johnny, maybe 30% of his work.
though he may operate professionally.
But the other 70% may start to ask questions and
perhaps choose to hire a photographer who has
Initially this isn’t going to be a problem. No
matter what the AIPP has introduced in the
taken the trouble to become Accredited.
Accreditation area, business for Johnny will stay
much the same in 2016.
hasn’t been an AIPP member in the past, but
Long Term Big Change!
in the future, Johnny may see business being
However, the AIPP is committed to promoting
lost, simply because he doesn’t have the same
the concept of Accredited Professionals to the
badge as an AIPP Accredited Professional.
community. It has worked very hard to set up a
structure that will benefit both the community
Johnny to apply for Accreditation. Those
and its members and it plans to see it succeed.
benefits are there waiting for him. In the long
term, this is a positive change for all of us.
Beginning in 2016, all APP and APVP
There may be genuine reasons why Johnny
The good news is that the AIPP will welcome
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S i lv e r A wa r d • W e d d i n g C at e g o r y
Michelle Thomas, APP, AAIPP 2014 CANON AIPP AUSTRALIAN PROFESSIONAL PHOTOGRAPHY AWARDS
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Does The AIPP Set The Standards?
How does Accreditation affect the quality of work I need to give my clients? Who says what I do is good enough? How does accreditation affect the
imaging standards.
quality of work I need to give my
Similarly, when a member’s portfolio
clients?
is being reviewed, it isn’t seen
by an administrator; rather by an
Experienced members of the AIPP
have essentially set the standards that
experienced Accredited Professional
professional photographers need to
photographer. The standards might
meet. This has happened over a number of
be high (they should be for a professional), but
decades since the AIPP introduced its first code
they are achievable.
of ethics, which has been refined many times.
become incredibly competitive and with
What is a professional standard, after all? It’s
The business of photography has
not something an inexperienced government
the introduction of easy-to-use cameras, the
bureaucrat can determine on his or her own.
barriers to entry have dropped. We even hear of
new photographers stating they don’t need to
When it comes to the profession of
medicine, accountancy or architecture,
learn about the craft of photography because
the government doesn’t dictate what the
that’s the camera’s job! If we are to have a future,
professional standards should be. These
we need to have standards.
professions regulate themselves, within the
overall legal structure of the nation.
be somewhat subjective. An architect’s building
It’s true that a view on imaging standards can
For professional photography, there is no
design can be viewed in a similar way, but like
better organisation than the AIPP to determine
the design or not, at the basis of their design
the standards a professional should meet.
is a professional approach to the assignment.
Photographers should work the same way.
However, don’t confuse this with our
wonderful National Office setting the rules!
you approach your assignments and how you
It’s not National Office, it is experienced AIPP
That’s what Accreditation is all about - how
members who, with the help of legal experts,
treat your clients in business.
are writing our Code of Professional Practice,
our Membership Terms and Conditions, and our
professional standards.
It’s about setting – and adhering to – a set of
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Have You Done The Survey Yet?
If you really want to run your business professionally and profitably, you need to have good market i n t e l l i g e n c e - a n d t h i s c a n b e p r o v i d e d b y t h e A I P P ’s Benchmarking Sur vey. Sur vey closes 31 O ctober. A benchmarking survey only works if everyone
gets involved. Unless you’re a newcomer and
often complain about newcomers under-
don’t yet have a business, I think it’s only fair that
cutting them, but very often it’s because the
people who use the results of a benchmarking
newcomers don’t know how much the market
survey should also have participated in it.
is prepared to pay for a good quality result.
What Is A Benchmark?
If you are charging $100 to take a portrait, but
with information that helps establish where we
the photographer down the road is charging
are in the market.
$200 and is incredibly busy, what does this
tell you? Or, if you are charging $100 to take a
us how much to charge, that’s a problem. But
portrait and the Australian average is $156, what
to let us know the averages, that’s just sensible
does this tell you?
business advice that all industries use.
A benchmarking survey will provide us all
Importantly, it is not illegal. If the AIPP told
Our survey results will let you make sound
market intelligence could indicate many things,
business decisions, rather than just running your
but importantly, it shows that the market is
business in ignorance.
prepared to pay up to $156 or even $200 for a
portrait. It could mean everytime you shoot a
now. Visit the AIPP website (www.aipp.com.
portrait, you are being underpaid by up to $100.
au) and click on the link. There’s a survey for
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These are benchmarks and this type of
As a profession, experienced photographers
Of course, an analysis isn’t this simple. The
The 2015 AIPP Benchmarking Survey is on
both members and non-members, so let your
quality of your work or service might not be as
associates know and encourage them to take
high as the photographer down the road or the
the survey too.
industry average, but if you learnt this, wouldn’t
you take steps to improve the quality of your
respondents, it only takes 10 minutes to do, and
portraits so you could charge more - and thus
it closes 31 October 2015.
earn a higher income?
A survey is only useful with lots of
So, please, do it now!
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Update: AIPP Reflections Project
John de Rooy says the project is progressing smoothly, with an extension of the project up until Remembrance Day, 11 November. Since March 2015, we have engaged over 6,000
encouraged to actively liaise with state and
veterans in Reflections – Honouring our WWII
regional coordinators to identify veterans who
veterans.
remain to be photographed, to register the
photography sessions, and to send the images
With the help of over 400 Accredited
Professional Photographers and Emerging/
in for printing.
Student members, we have done our profession
proud, making a positive difference to the
11 November, we are staying on top of the
veterans and their families who we have come
demand.
into contact with during the photography
sessions.
for the Australian War Memorial is building as
Extension
we complete the photography sessions.
The AIPP Board has decided to continue
Thanks
the Reflections Project for one more month,
Thank you to our sponsors, Kodak alaris, Atkins,
culminating on Remembrance Day, 11
Jorgensen, Graphistudio and Momento Pro.
November 2015.
And a special thanks to all the
As veterans continue to register up to
Our book production and digital collection
photographers for the effort and dedication on the Reflections Project to date.
It has been a challenging task, but very
positive for the veterans, families and the photographers who have so willingly donated This significant date will bring the project to a
their time, talent and skill.
close and will also be a media opportunity to
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promote AIPP Accredited Photographers as we
Please spread the word about this project to WWII
collect the remaining WWII veterans into our
veterans and photographers. To register a veteran
studios across Australia.
or as a photographer for the project please go to:
All of our Reflections photographers are
https://aippveterans.com
Veteran Jessie Jelley photographed by Olivia Ross.
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Click Here
FOR MORE UPCOMING EVENTS AROU N D T H E S TAT E S | V I C T O RI A What an exciting month! The annual 2015 APPA awards have just completed and we were rapt that it was in our own back yard. Whether you were traveling by plane from interstate to attend the trade show, or jumping on one of our trademark trams to the venue, it was a great time to celebrate our industry and all that it has to offer.
YNDI BRIGGS
This was also a time to network and make new friends, as well as catch up with old friends. Like anything in life, you get more out of it when you participate. We hope you got involved, sat in on the judging and soaked up the hundreds of images on display. And, of course, we hope you visited the stands of our industry sponsors and saw what they have on offer. Then, did you celebrate or commiserate with your fellow photographers who put their heart and soul into their images and entered the 2015 Canon AIPP APPA’s? And did you frock up for Monday night’s gala evening where we wrapped up another year and celebrated the winners? The Victorian AIPP council hopes you enjoyed an inspirational and educational weekend.
YNDI BRIGGS
Please like our Facebook page: https://www.facebook.com/AIPPVictoria This is where we will keep you posted with future events.
U PCOM I N G E V E N T S 27th October Video Critique Night, Glow Studios 32
Council Structure: Most councils have five members, but this can be varied by mutual consent.
Click Here
FOR MORE UPCOMING EVENTS
IMAGES: VIDEO CRITIQUE NIGHT BY TRISTAM EVISON
A RO U ND THE S TATE S | QU EEN SL A N D FROM THE PRESIDENT
insight into how to better their images for the awards.
Wow, how time flies when you are having fun! After a bit over three months as a brand new council, the new car smell still lingers, but the events have been happening all through this past month.
We hope all the Queensland Members were successful with their entries, and that all your Gold Distinctions came at once.
Fresh on the heels of the high-street studio of Ryan Schembri, saw a bit of a change of pace with 18 members visiting Justin Ealand’s aptly named Bush Turkey Studio in the Northern Rivers Region. Around the campfire, Justin spoke from the heart about who he is, what he does, and why he does it – the struggles, the successes and the direction he takes with his business and life. We then saw over 40 eager photographers attend the second Print Critique night for this year’s AIPP Canon APPA awards, all keen to get the guest judges’ opinions on their in process prints. Panel chaired by the highly respected Melissa Anderson, the evening saw everyone go away with great
We also saw the first of a series of Coffee Meet-ups to be hosted by the Queensland Division, this time at the sunny Gold Coast. A small but enthusiastic group of attendees got their caffeine fix whilst building relationships and I am sure solving the problems of the world, all in a relaxed setting. Stay tuned to your inboxes and the AIPP Queensland Facebook page for details of the next one near you. The Queensland Council would love to hear your thoughts on our past events and ideas for what you’d like to see in the future, so please don’t be shy to be in touch. - Adam
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Click Here
FOR MORE UPCOMING EVENTS
NIC DUNCAN
LISA ANFUSO
VITTORIO NATOLI
VITTORIO NATOLI
A RO U ND THE S TATE S | WES TER N A U S T R A L I A APPA has been on everyone’s minds this month past, so here’s hoping the WA invasion to Melbourne was incredibly successful! This month we were invited to an exclusive night at The Orangery Gallery where our recent WAPPY John Woodhouse went through his process of creating and running exhibitions. Thank you for putting this on for AIPP members, John. Everyone who attended had a great time. We have a new state sponsor! Welcome Terraze from Arts Edge in Joondalup. Thank you for supporting the WA photography community! Check out the ABC series On Assignment, where James Simmons has spent time with photographers Christian
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Fletcher, Russel Ord, Penny Lane and Jarrad Seng. If you missed it, you can still see it on iView. Congratulations to all the members who have been announced as finalists and shortlisted for the Fremantle International Portrait Prize, check out the exhibition at The Moores Gallery from late October.
U P CO M I N G EV EN T S Tuesday 27th October – Post APPA Sundowner at Shoot Workshop Tuesday 10th November – Breakfast Meeting at The Peasant’s Table Wednesday 9th December – President’s Christmas Party
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FOR MORE UPCOMING EVENTS
STEVE LOVEGROVE
PAUL HOELEN
A RO U ND THE S TATE S | TA SM A N I A S AV E T H E DATE “ON THE LOUNGE” WITH SUELLEN COOK Date: 23rd October 2015 Venue: Zanzo Studios Please come along to an intimate mini-workshop style event with the 2015 Tasmanian Professional Photographer of the Year. A small fee will get you entry and some drinks and nibbles will be available. Keep up to date on the Tamanian AIPP Facebook group for further details, where we also post details of our social nights and monthly breakfasts.
S AV E T H E DATE CHRISTMAS FUNCTION Date: 4th December 2015 Venue and costs will be provided as soon as they are confirmed.
DEAN MANSBRIDGE
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Click Here
FOR MORE UPCOMING EVENTS IMAGES BY LORI CICCHINI
A RO U ND THE S TATE S | AC T Hello from the ACT council. Just an update as to what is happening for October. The annual Floriade exhibition ran from Monday, 28th September until the 3rd of October. This was a very successful marketing exercise for the AIPP, and also for the exhibitors’ profiles. SAVE THE DATE for Thursday, 19th November when the council will be holding an event called “Improving Your Visual Vocabulary”. Bring a few of your favourite images, not necessarily your own images, but images that have inspired you. Come and tell us why they do. It is $10, starts at 6.30 p.m. and open to AIPP members only. BYO nibbles and drinks. The council will be having their monthly meeting prior to this at 5:30 and anyone is welcome to join us. Our next normal monthly meeting is 22nd October at 11 a.m. at Old Parliament House Cafe. Council Structure: There was an equal vote for 5th position, so a sixth position was created by mutual consent.
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COUNCIL MEMBER FOCUS - LORI CICCHINI Specialising in creative portraits, fashion and commercial work. How long have you been a photographer? I graduated from CIT in 2013 and have since started my own business. What or who inspired you to become a photographer? It was something I was always interested in, but never took the time to give it my full attention until 2010 when I started to look at the world a little differently. In history who would you classify as your photographic hero? My hero in photography would have to be Deborah Turbeville, her fashion work intrigues me. When you’re not doing photography, what do you do? If I’m not doing photography related work, I’m eating or sleeping. This is my full time profession.
The Complete Photo Business Package for Professional Photographers Sitting down with an accountant to get this type of specific business advice could cost you thousands of dollars! Four eBooks packed with essential information and a special Business Planning Template designed exclusively for professional photographers. Don’t spend the next 12 months fluffing around. Have a look and become a profitable photographer! www.betterphotography.com Purchase the eBooks and the Business Planning Templates separately, or buy both and save $49!
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Gee
GREENSLADE AIPP ACCREDITED PROFESSIONAL PHOTOGRAPHER
Gee Greenslade is busy! Not only did she win the 2015 AIPP South Australian Epson Professional Photographer of the Year, but also the Illustrative and Portraiture categories as well.
“I’m a full-time exhibiting artist, but also a part-time retouch artist, portrait photographer and
social media manager for Avalon City Imaging. Avalon is owned by David Markevicius who taught me pretty much everything I know about light. And I’m also a part-time lecturer at the University of South Australia in photography and new media.”
Gee’s work is shot mostly for exhibition and sale. “It’s deeply contemplative and sways from
being highly disturbing and dark to light and fluffy, depending on the gallery audience. Mostly it’s a discussion around my own personal history and it’s always highly staged and Photoshopped.” Insight Gee started in photography by retouching friends’ photos on MySpace for $5 an image. “I guess I’m one of the new generation of photographers who came into photography from Photoshop.
“I received one of those awesome PC mag CDs full of software and learned to use Paint Shop Pro,
but I switched to Photoshop 4 a few years later.
“At 18, I moved to Adelaide and took a job retouching for the Photographyroom part-time, whilst
studying at university.
“On weekends, I made extra cash by photographing live bands, strippers, BDSM, pinups, PHOTOGRAPHS BY GEE GREENSLADE
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40
Gee
GREENSLADE AIPP ACCREDITED PROFESSIONAL PHOTOGRAPHER
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Gee
GREENSLADE AIPP ACCREDITED PROFESSIONAL PHOTOGRAPHER
burlesque and Adelaide’s underground. It was
art doesn’t make money and you have a day
a crazy and really eye opening lifestyle, but I
job’.
learned a lot from meeting so many people
“Yes and no.
from so many different places. I went on tour
“I don’t put pressure on my creativity to
with bands, I did live-painting at stage shows. I
create. Forcing it makes me resent the process I
led the full on hippy life.
love the most, so I make sure I’m afloat with the
other jobs, and the gallery work is the cherry on
has changed! I still work with Mark Trumble
top.
from Photographyroom from time to time –
he has been a massive mentor for me and our
live life and still be exactly who I want to be.
friendship is something we can’t stop laughing
However, I’m under 30, so I realise that could
about because you couldn’t pick a stranger pair
change at any time!”
to be friends.
Thinking, Feeling
And being under 30, Gee has no hang-ups
“Over the years, I have started businesses,
“I’m really thrilled with how I’m able to
closed businesses, moved around studios and
about what equipment she uses.
generally tried to find where a nearly full-time
career artist can fit into the industry.
professionals will probably gasp when they
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“Ten years later and I’m not sure that much
“What I found worked the best was running
In fact, she says many long-time
hear she uses her phone for some jobs, but it’s
art as a business, and teaching and working at
just a matter of picking the right camera for the
my favourite studio with friends I have known
project at hand.
my entire career and who share an immense
passion for creating images.
comfortable with studio lighting and swears by
her Eizo monitor for colour accuracy.
“Someone said to me, ‘Oh, that means that
She also shoots with a Nikon D600, is very
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Gee
GREENSLADE AIPP ACCREDITED PROFESSIONAL PHOTOGRAPHER
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“I loathe the term ‘personal work’ because
day shooter into a thinking, feeling human with
for me, all my work is out there for sale.
something important to say.
There seems to be an AIPP epidemic with
photographers wanting to categorise some
out of sticks and using their silhouettes to make
photography this way.
tiny people in little scenes. I collect the suckers
and love sitting there, making shapes and then
“The same people tend to say, “Well, at least
“I’m going through a stage of creating things
I entered my REAL work because I do this every
photographing them.
day”!
stars from ISO grain, playing around with glitch
“That bugs me because it disrespects
“I also have a big infatuation creating twinkly
working artists whose work is both professional
techniques using a sound editor called Audacity
and personal at the same time.
to ‘break’ the files and deliberately corrupt them!
I’m interested in pretty much anything I can get
“Do we ask a professional artist if their work
is ‘personal’? Of course it is! But it’s also the
my hands on and mess about with.
product that they sell.
internet was music to my ears. It was also a
“So, yes, my APPA entries are also my day-
“I grew up when the sound of dial-up
to-day work. It is all shown in galleries at some
highly experimental time in digital photography
point, but it’s also my personal work.”
and I love the exploration and curiosity.”
Unanswered Questions
In terms of technique, Gee says it’s all in her
technical, she knows what needs to be done
post-production.
to create composite images that work, a skill in
itself.
“I love making an image that has the tones
Nevertheless, while Gee says she’s not
and colours I can feel in my gut. I don’t ever
make an image to show off my technical
maybe two or three if I feel I need a hair light,
camera skills – that’s just sad. I wish more
but for composite images, I like the flexibility of
shooters would quit believing that apertures,
keeping my light simple.
shutter speeds and how little Photoshop they
used really matters.
in direct sunlight, I can replicate that in the
studio easily.
Is the shot beautiful? Does it speak on a level
“I’m a one light sucker in the studio, or
“It means if I photograph an object outside
that makes you stop looking at all that technical
stuff? Does it leave more questions unanswered
along the way.
than answered? Then congratulations, you
have graduated from being a boring day-to-
take note of the world. A lot of these images
“I walk a lot and photograph random stuff “It’s a lovely way to free yourself up and just
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Gee
GREENSLADE AIPP ACCREDITED PROFESSIONAL PHOTOGRAPHER
become stock for my composites. More often
won’t even lie. I’m in love with software like
than not, I get more in a five minute walk than
Portrait Professional and Topaz ReMask. I used
a day in the studio. Living in Adelaide, we are
to spend too much time deep etching and
surrounded by parklands and I travel through
cleaning up skin. Now I can’t get through a day
them on my bike daily. That’s always a big
without either of these apps.
inspiration for me and I find lots of cool stuff on
my way home.
out for deep etching. Let’s face it, I can do it
Rapid Fire
myself and I spend a good part of my life doing
“However, if I’m shooting a person, it’s always
it for other people, but you get to a point in
in the studio. I prefer the control. As for posing,
your life where sweating the small stuff gets old.
I generally work with people who have known
me a long time and have worked with me over
I can focus on the big stuff? I want to be free
the years.
of the technical side so I can focus on the
actual communication of an image. Honestly,
“There’s a comfort with models who know
“Why waste time on the small stuff when
you. I shoot on rapid fire, experimenting and
whatever the hell works.
working out the kinks as best as I can, so posing
A GG Original
isn’t necessarily something I think about. Usually
“I print some of my own work, but I have Atkins
I already have a pose in mind and we nail it in
handle all the colour-critical stuff. I also leave my
the first few minutes. Everything after that is
framing up to them. Let the experts do their job
play time. This approach may be a symptom of
because they just know what’s right.
my generation of young photographers, but I’m
cool with it.”
here in Adelaide to handle my artwork sales,
although to a much lesser extent I sell some
Actually, I’m pretty sure AIPP legend Brian
“I have Del La Liff Gallery in Rundle Place
Brandt would agree. Working in advertising
smaller items over Etsy and at craft fairs.
photography, he told me he would always nail
However, as much as I hate selling, nothing
the shot for the client first, according to the
beats good old face-to-face contact. I often
brief. Then he’d spend a little more time on his
have my art clients over for a cup of tea when
own to come up with something different. He’d
they pick up their work, but Del La Liff has been
try to add in at least 10 per cent extra for his
a godsend and honestly, if you are in Adelaide,
clients because it kept them coming back.
you have to check out their place.
Gee’s work comes together in post-
production. “Oh, god, there’s so much post. I
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“Sometimes I send more complicated things
“Maybe you can pick up a Gee Greenslade
original while you are there.”
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Criticise The Judges? Not In Public!
Entering photography awards is emotionally charged, but just because your score isn’t as high as y o u ’d l i k e , i s n o e x c u s e t o c r i t i c i s e t h e j u d g e s . How often have you thought your football/cricket/
over it. Don’t act like a spoilt brat!
soccer team received unfair treatment from the
referee? We really want our team to win, so any
all you like, but be careful. I remember a print of
decisions against it are looked upon poorly.
mine was critiqued poorly by a judge and while
I may have confided my disappointment with a
But what happens when the opposite team is
penalised ‘unfairly’ by the referee? Do we feel the
couple of close friends, I said nothing publicly.
same way, or do we choose to ignore the other
point of view? Surely the other side should just
position required me to assess all the judges and
accept the ref’s decision as final?
this same judge was one of our best. And then
more recently, the same judge apologised to me
After the game, we can look back and more
Years later when I was the APPA Chairman, my
maturely understand that the referee was simply
because the comment he made about my print,
doing his or her job. Perhaps there are one or two
over 10 years ago, still worried him. That admission
crooked referees in the world, but the vast majority are
elevated my now high opinion of that judge, and
doing the best they possibly can. Their mistakes are
it also reinforced my belief that all judges are doing
human and we all make mistakes from time to time.
their best.
So let’s talk about receiving a score in a
To single out a judge for criticism on social media
photography competition, such as the Epson AIPP
is not appropriate behaviour, ever. Send them an
State Professional Photography Awards and the
email or a personal message, asking for clarification.
Canon AIPP Australian Professional Photography
You may find their reply includes an apology - or an
Awards. After and during these awards, there are
insight to your work you didn’t see before.
many inappropriate comments about the judges
on social media. By all means, comment about the
If you can’t handle criticism of your work, don’t
judging system, but don’t single out the judges
enter photography competitions - and for heaven’s
because, like referees, they have good intentions.
sake, don’t be a professional photographer either
because some of our clients are not nearly as polite
It is never acceptable to publicly criticise judges
for giving you a bad score. If you feel let down, get
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Privately, you can think the worst of the judges
A judging system is just a matter of opinion.
as our judges!
Photograph by Andrew Campbell, Silver With Distinction Award, Science, Environment & Nature Category, 2014 Canon AIPP Australian Professional Photographer of the Year Awards
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Canon 35mm f1.4 L II USM
With new, higher resolution DSLRs available and planned for the future, we won’t be at all surprised to see a lot of new lenses from Canon over the coming years. We expect to see quite a few new lenses over
blur, important for portraiture, the fast f1.4, nine
coming years as Canon ensures all its lenses
blade aperture can be used to minimise depth-
meet the demands of the new Canon EOS
of-field, as well as enabling photographers to
5DS and 5DSR (the 50-megapixel DSLRs) - and
continue shooting without a tripod as light
that’s not to mention the recently announced
levels start to fade.
120-megapixel DSLR that is currently being
designed!
the model it replaces, featuring a ring-type
ultrasonic motor to drive the extremely quick
A new 35mm lens is a street photographer’s
classic, producing very little subject distortion
and near silent autofocus.
while including a little more of the surroundings
than what used to be ‘the standard’ 50mm lens.
to make fine, real-time adjustments, whether
shooting stills or movies.
Canon says its new 35mm f1.4 lens is the
first to include BR optics, a new lens technology
A full time manual focusing ring allows you
Designed to withstand challenging
featuring an organic optical material, which
shooting environments and prolonged use,
has been engineered at a molecular level to
the EF 35mm f1.4 L II USM boasts advanced
help reduce chromatic aberration and produce
weather sealing and fluorine coatings to help
sharper images – via its ability to refract blue
protect the lens against adverse weather
light.
conditions and the robust body ensures
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The new lens is also more responsive than
The BR Optic is integrated into a compound
durability.
element in the lens.
Together with its lens coatings, including a
but the previous lens cost between $1700 and
Subwavelength Structure Coating, the EF 35mm
$2000 (online prices, Australian retailers), so not
f1.4 L II USM delivers results with improved
a cheapie, but no doubt a goodie!
contrast and minimal flare and ghosting.
com.au
To create shots with beautiful background
Price was not available as we go to press,
For more information visit www.canon.
Canon 35mm f1.4 L II USM
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Photographs by Rebekah Wilson for the AIPP Reflections Project.
Your Institute Needs
You!
You are not too late to join the AIPP’s Reflections Project. In fact, this is the perfect time to join. We have over 3,000 veterans to photograph and we really need your help. It won’t take you long, but the experience will live with you for a lifetime. Please help. Register today by visiting https://aippveterans.com/photographers/ See the video at: https://vimeo.com/132887934 52