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My name is Ed A., and I am a professional commercial photographer in the Aliso Viejo/Laguna Beach area. It would be my pleasure to help you learn how to create more dynamic images, develop your style, and get comfortable with Lightroom, Hasselbad's Phocus, Capture One and Photoshop to make your images "POP"! Need help with lighting? I can help you with strobe, tungsten, and how to work with natural sunlight and artificial light make your images come alive.
My experience as a studio and location photographer comes from over 35 years of shooting diverse assignments for the advertising industry, product and food manufacturers, service organizations and national publications. In addition to freelance work, I was the corporate photographer for the PepsiCo/Taco Bell Corp. organizations for over 20 years. There, I photographed all of the menu panels seen in Taco Bell restaurants, and many other assignments for Pepsi, Frito-Lay, KFC and Pizza Hut. More recently, I've been shooting product lines for Mattel, Spin Master (Toronto), Wow Wee (Hong Kong), Bandai (Japan), Talvor (Australia),and food photography for top Zagat-rated restaurants among many other clients.
It is rewarding for me to teach and share with others the art of photography and the necessary technical elements of both digital and film "processing" in Lightroom, Capture One, and Photoshop to expand the vision and creativity. As a photographer becomes more skilled, his or her images become more visually exciting and convey more emotion from the viewer. My goal as an instructor is to assist the student get to that level in a much shorter time than doing it on their own.
One of my instructors said something to me years ago that I'll never forget: "Walk in the shoes of a master to get to your destination more quickly." I've benefited from this truism many times in my life and my desire is for YOU to benefit from my knowledge and years of experience.
I use Photoshop, Lightroom and Capture One Pro extensively in my photography work. Working with digital images requires professional photographers to do the image "processing" and retouching that used to be accomplished by graphic arts houses and printers. No more. As a photographer, mastering Photoshop has made a huge difference in my work and has enabled me to add "sizzle" to my shots and thereby surpass my competitors.
If you are serious about improving your photography skills, you MUST add Photoshop to your skill set. I can help get you there though my hands-on instruction.
My experience as a commercial/advertising photographer began in 1975, after attending Art Center College of Design and after I worked as an assistant to a top Los Angeles advertising photographer for 2 years. Thereafter, I opened my own advertising photo studio in Orange County where my work comprised of studio work and location assignments for advertising agencies, manufacturers and their products, retailers and national magazines. I photographed ads for recreational products including surfboards, skateboards, high-performance boats, professional gym equipment, apparel companies to name a few. I also photographed catalogs for Tinderbox, May Co., and packaging for Clairol. In my magazine assignments, I traveled throughout the U.S. photographing big-rig trucks and heavy haulers for 5 national industry magazines.
In 1979 I joined Taco Bell Corp. (then a division of PepsiCo) as the PepsiCo Corporate Photographer and had a 20-year career as both a photographer and a Creative Director. During that time, I photographed national ad campaigns including the restaurant menu panels seen in Taco Bell restaurants around the world as well as numerous assignments for the other PepsiCo divisions including Pizza Hut, KFC and of course, PepsiCo. The assignments were diverse in scope and not only did I photograph food, but restaurant crews, franchise owners, corporate executives, annual reports, company-sponsored community events, public relations, large-scale multi-media events, training and development manuals and thousands of other exciting assignments.
Most recently as a freelance advertising photographer, I've been digitally shooting packaging and advertising spreads for international toy companies, an International Export Federation, top-rated 5-star restaurants, Interior Designers and consultants, real estate investment companies, ad agencies among others. It's been a fun and exciting career and I learn something new on every shoot even though I've been at it 35+ years. I'm positive I can help you develop your creative and technical skills through my experience.
The Best Teacher — Ed was the best teacher, has extensive knowledge about photography and PhotoShop, in fact I will be buying a laptop and will be hiring him again to to teach me Light Room and PhotoShop, Layers and Masks. I can easily comprehend because he has this down to earth approach to teaching. He is very good and I would highly recommend him to anybody who is contemplating of private tutoring. ...
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