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Ever wondered what goes on behind-the-scenes? This month's guest blog comes from our incredible footwear client Anatomic Shoes.

Photography Director Paul Downes and assistant Lee, joined multi-media partners Kube, on London location for Anatomic's SS17 Look Book and e-commerce shoot.

Find out more in Anatomic's blog.

To book in your next location shoot, or to discover more about our film and photography services, contact the studio.

Anatomic Shoes - Web Team
What colour is white? It seems an obvious question, but when it comes to retouching, knowing your colours is an integral skill of the job. As our in-house retoucher Glyn retires today, after 50 years in the industry, we take a look back at his insightful blog on retouching, and the importance of colour.

Growing up in the printing trade, Glyn has worked as a proofer, scanner, planner, plater, and retoucher. We couldn't help but tap into this expertise and ask a few questions:

Q - So, what colour is white?

A - Understanding colour, and the manipulation of colour, is vital for a skilled retoucher. White actually composes of shades of grey. You need to see the edge of the product, and be able to distinguish it from the page/background. You only need look at the images we shot for the White Stuff wholesale catalogue to see what really goes into the perfect white!

Q - Away from white, how do you guarantee the best colour match?

A - In the 3Objectives studio we use a GTI MiniMatcher, operated on the daylight setting. Items are placed under the light to allow an accurate visual colour assessment. Using the naked eye we then compare this to the high resolution colour on our top industry LaCie monitor, and amend accordingly. Working like this ensures the final result is an image most true to the original product colour.

Q - Being in the industry for so long, do you feel quality has improved with technology? If not, why?

A - Within the creative and colour industry I feel capability, rather than technology, ultimately determines quality. Quality has always been there (with the right skills, training, and 'eye'), but technology has definitely quickened the pace.

To really push development I feel apprenticeships should be reintroduced (I started as a plate maker and proofer apprentice at age 15). In the end though, having the combination of initiative, natural skill, the right tutor, and on-the-job experience, will most likely deliver quality. Technology, however, is always one to watch...

If you would like to know more about 3Objectives' retouching services, contact us at the studio to find out more.

Glyn - 3Objectives In-House Retoucher
Last month we mentioned our new partner, ec2i, and many of you turned up for the ‘hello’ party to experience at first hand what a crazy bunch they are! As a reminder, here’s a few party Polaroids to show you what we mean...

And if that’s not enough, take a look at ec2i’s team mug shots on their website. You may just know some of them…

But, seriously, they’re a really accomplished marketing services company who have an amazing client list that reads like a ‘Who’s Who’ of the retail world. Names like Next Directory, Charles Tyrwhitt, Debenhams, Fat Face, Fenwick, The White Company, Neal’s Yard Remedies, Scotts of Stow, Great Little Trading Company, Space.NK and Hush Homeware just roll off the tongue.

So what do they do exactly? And how does that fit with 3Objectives? Well, ec2i are known for their catalogue production skills and award-winning colour retouching. They’re one of the only companies in the UK to specialise in this area, hence the glittering client list.

Then there’s photography, with a drive-in studio, three permanent room sets, natural daylight, and daily product collections from/to London, we can now widen our offering to you.

But possibly their real secret weapon is a brilliant and bespoke management information system that joins all of the above together. It means that you, the client, can track every product through the production process, from receipt to return. You can see what we’ve shot, approve (or not), make changes/comments, all online from your own device wherever you happen to be.

It’s truly amazing. You can see a short demo here. We’ll happily set up a personal demo for you too if you’re interested.

And then there’s the back-up. As a team of 50 people, it gives us access to expertise we wouldn’t otherwise have. Like a further six experienced photographers, 15 retouchers, and a water-tight administration system like we’ve never seen before!

Plus, with our continued partnership with boutique model and creative agency Scout Management, we’re able to offer a more extensive service offering than ever before. Whether it’s photography, film, cinemagraph, retouching, studio, location, models, hair & make-up, stylists, catalogue production, or image management, we have it covered.

So, throw us a brief, no matter the size or complexity, and let’s show you what, together, we can do.

To find out more about how the new 3Objectives ec2i partnership can benefit your brand, contact the studio.
Team 3Objectives / ec2i
If you are looking for an exhibition to visit this spring, Paul Strand : Photography and Film for the 20th Century at the Victoria & Albert Museum, is a definite must-see.

The exhibition is a huge retrospective of American photographer and film maker Paul Strand, and is the first since his death in 1976.

It is an easy few hours spent traveling through Paul Strand's significant art work, which he created over a 60 year period. His images are of a very personal kind, observing a changing world.

The artist started his photographic adventure as a pictorialist, inspired by a trip to Alfred Stieglitz's Little Galleries, who were members of the New York based professional Photo-Session Group. Strand studied there as a student with the Camera Club in 1907.

After 7 years of photographing in a pictorial style, Strand after apparently being criticised by Stieglitz, dramatically changed his style and technique. From 1915 Strand turned to large format images of street portraits, landscapes, city movement and abstraction.

Strand subsequently earned a pioneering position in documental photography, which had grown beyond documentary and into more personal images of people and their surrounding habitat, as well as shooting nature subjects, particularly close up images.

Mostly Strand had earned his living working as a freelancer travelling around the world. He also enjoyed making films about social matter, which he later stopped producing as he thought he had taken his filming as far as he could.

The last 20 years of his life, Strand stopped traveling and concentrated on photographing his own garden in Orgeval, France.

The exhibition in the V&A museum shows all stages of Strand's photography and films, and leads visitors through not only the rapid changes in the 20th Century world, but also through personal changes in the artist himself.

If you read the commentary in each room, you will understand the greatness of the photographer as a person.

If you would like to know more about Paul Strand browse the link below, which was used as a source in this blog:

Further pictures of Strand's art works can be seen here:


I also recommend the following documentary on Strand:

Lastly, I have included the link to the exhibition below:

Aneta Swoboda -
3Objectves Photographer & Videographer
Wow! How time flies. All of a sudden I have owned and run my own company for five years...

When we started this oddity back in March 2011 there were three of us, hence the name 3Objectives. Like in all walks of life, business takes many twists and turns. Some you can deal with yourself, some you need to ask for help with: professional or sometimes just friends or family.

I have had the good fortune to meet over the years many good people who have passed on some great advice, one of those being my business guru Alex Petty. Alex runs his own business coaching company, supporting entrepreneurs of all ages and experience. Alex has passed on invaluable information over the years.

Having a good accounts team behind you is also a must, and Andrew Bowtle has been more than helpful in guiding us through the pitfalls of business. My brother Mark, who operates in big business, has been a pillar of strength. Then there has been my Dad, who lent me the funds to buy the equipment to help set up, and my wife Kim, who has had to live with me!

I also have clients who over the years have become friends. Two such people are Laura and Rosie, two sisters, one who works for Good Housekeeping magazine, the other runs her own boutique model and creative agency Scout Management. Both these ladies have been helpful in supporting my venture over the five years.

The good mates who have their own companies (Nic Burrell at Kube and I go back 35 years), they help you when you are down, they keep telling you how good you are, keep encouraging you when you think it may not work. Jo Wills, who has her own retouching salon, we worked together on E6 film back in the day for the then WT Graphics, my first job.

Many people call you randomly and amongst the junk calls there is always a diamond. One such call we received was from a rates rebate company that contest with your local council that they are overcharging for the unit you are working in. Our studio for example has no windows, so the company contested this on a no win no fee contract with Lambeth council. After a two year battle they won, and we received a £14,000 rebate!

As a small company your biggest challenge is to try to spread yourself evenly across the many areas of your business. This can become very tough and can lead to many more hours spent working than you first imagined. I for instance knew I would have to work solidly for the first three years, which would include taking no holidays. Five years later and I'm still waiting for that next holiday - but this could be the year!

If I could list the amount of people who have helped me along the way, it would be as long as my arm, and back. But, we also like to return the favour.

3Objectives enjoy helping people, particularly youngsters who seem to be getting a rough ride on the employment ladder these days. l set up a work experience programme for students who require 2-3 days work experience as part of their education course. This is with the local, and not so local, job centre in Southend-on-Sea.

From this scheme we now have our trusted freelancer Lee Murrells, who works with us on many projects. Lee is just one part of the 3Objectives team. The others being in-house retoucher Glyn, photographer and videographer Aneta, accountant Sharon, plus a pool of freelancers. All these guys play a massive part in your success (or failure), and it's like a marriage, you have to work at it, and trust these people to do a good job as your reputation depends on it.

If people were to ask me what is the biggest change over the five years, it would have to be the advancement in technology, which now allows everyone to take a picture (and has in a lot of ways undermined our industry).

Clients now request images at an even faster rate than ever before, and at even lower prices. Technology has brought with it the demanding increase in social media requirements. Images are uploaded immediately and flashed around the globe in seconds. This has created a new market place in which to sell.

Big companies have grasped this, and invest in quality images. Smaller ones may ask an employee or intern if they enjoy taking pictures, and if so, would they like to upload their images to the company's blog or social media sites, thus cutting the professional photographer out.

It is understandable, as the pressures on all budgets these days to cover everything required of a company large, medium or small is immense. But are you showing your company in its best light?

Finally, after five long solid years, and the massive roller coaster ride that is called 'Business', our light at the end of the tunnel is ready to shine brightly in the form of a partnership with pre-press company Ec2i, an established company based in Southend-on-Sea that would like to extend their business in London.

Between us we are going to offer a photographic studio, film, proof reading, retouching, and an image tracking device for clients that is unique to Ec2i-Renaissance.

Please save Thursday 28th April when the partnership launch party will take place at the studio.

Thanks to all again, and I have a feeling the ride isn't over just yet!

Paul Downes -
3Objectives Director & Photographer
This month we share Anatomic Shoes' behind-the-scenes blog from our January Malaga shoot. You've heard it from us, now it's the turn of our client!

A new season. A new range of fantastic styles and colours for Anatomic: shoes, moccasins and lace ups.

Naturally, a spring/summer collection needs to look like it’s in a spring/summer setting, with crisp blue skies and a sizzling sun. Hardly the description of a British day in January, when a shoot needs to be done in plenty of time to allow for printing.

“Hang on”, someone in the Anatomic office piped up. “The weather in Malaga can be an attractive 16°-20° at this time of year.”

And so we booked flights and packed shorts, shades and sun cream, ready for our four-day shoot. Oh, and armed with enough pairs of shoes from our new collection to open up our own branch out there.

Day 1 – Brrrrrrr

We’d chosen our house in the mountains just outside Malaga, not just because it offered great opportunities as a setting in itself, but also because of its location and amazingly scenic views.

However……being up a mountain equals being down in temperature. Thankfully, we soon came up with a Plan B.

Day 2 – One arm. Four feet

A recce around Malaga – a port city with iconic sights such as its 11th-century castle and Gothic cathedral, the quirkily named La Manquita (which translates as the ‘one-armed woman’ because one tower was left completely unbuilt) – revealed some perfect places for our shoot, even if it did mean sometimes waiting for the tourists to stroll by.

The sun was out and the weather was warm enough for linen shorts and all kinds of dapper men’s suede loafers and leather boat shoes to accompany them.

Our model during the shoot was Dave; a talented guy who’s also an actor and a classic English gentleman. But why show one pair of Anatomic men’s leather shoes when you can show two? Cue Dan, our equally talented E-Commerce Assistant and office style guru. This was definitely an all-feet-on-deck affair!

The lovely Anna Sara, our E-Commerce Manager was also on hand to keep a watchful eye on everything – from getting the right shots out of Paul from 3Objectives, our wonderful photographer, to getting us all up and ready each morning.

Day 3 – Ahoy there

The conditions down in the port continued in our favour, with fine weather and stacks of good natural light, so we made the most of our last shoot day.

Jemima, our stylist on the shoot, is brilliant at pulling together and nailing the key looks for the new season. A nautical flavour is always key for spring but, this year, add a pop of colour as shown here with these striking red Coari driving shoes.

And she was always ready to add the finishing touches and getting even the smallest details positioned just-so.

The boundaries between formal and casual men’s wear continue to blur, which is why Anatomic leather and suede shoes and boots are so multi-tasking. We envied Dave’s ability to pull off everything from colourful chinos for a casual man-about-town look, to a desk to dinner executive style.

Day 4 – It’s a wrap

After several very long, tiring days (who says shoots are glamorous?), we had all the shots we needed and it was time to pack up and celebrate with a final drink before heading off to the airport for our flights back to London…

Nothing beats a British cuppa when you’re abroad!

For advice and rates on your next location shoot (whether abroad, or in the UK), contact 3Objectives photography director Paul Downes.

Features Editor -
Anatomic Shoes
This month assistant photographer and blogger Lee gives us an exclusive insight into 3Objectives' location shoot in Malaga, Spain, for Anatomic Shoes' SS16 catalogue:

Day 1: Arrival
05:00. Nic, Paul and myself leave De Stalis Hotel to meet with the Anatomic crew – Anna Sara, Dan and model Dave – at Stansted Airport in time for the 07:20 flight to Malaga.

We arrive in Malaga at 11:30 local time, and hire two vehicles to take us to our villa at Lagar los Pilones. We pack our gear and travel to our destination via 1996 Alba Restaurant, where we enjoy a hearty lunch of local cuisine, including swordfish and skewered meats. Delicioso!

Our first stop – Great staff and delicious food, be sure to pay a visit if you find yourself in Malaga some time soon

After lunch we travel on towards our villa to prepare for the following day's shoot. 3Objectives photographer Paul, Nic from Kube Design & MultiMedia, and myself assisting, sit together to plan the first day's catalogue images.

Our villa at Lagar los Pilones is a beautiful 18th century wine press building surrounded by a stunning landscape of mountainous terrain and farmland, overlooking the small town of Casabermeja. The villa itself is split into two houses rich with photogenic décor. Outside there is a BBQ garden, picnic area and a swimming pool – as incredible a summer home you could ever wish for. We plan to shoot our first day's worth of images here.

Lagar los Pilones: Once an 18th century wine press, this holiday villa is a great location for the Anatomic Shoes Spring/Summer 2016 catalogue

The day concludes with a light meal (we are still full from our visit to the Alba Restaurant!) and some music. Nic and I conclude that Pink Floyd's 'Wish You Were Here' would be our choice if we had to live on a deserted island and could only take one record with us.

The tools for the job: What we needed to unjam Paul's suitcase lock (left), and Dan's state-of-the-art computer (right)

Day 2: First Day of Shooting
We awaken at 07:00 in time for breakfast and some pre-shoot preparation. We skip an opportunity for a dip in the pool and begin our shoot with the 08:30 sunrise.

Unfortunately the weather is against us. Famous for its warm weather, Spain is popular destination for a winter break, but up here in the mountains there is a chill in the air. Stubborn in defeat, we battle on against the biting mountain winds and shoot during the sunny intervals.

Paul and Nic survey the weather (left) and Anna Sara unpacks the product for the day's shoot (right)

Dan and Anna Sara pick up stylist Jemima from the airport at 12:00, and on their return they bring us news that down in Malaga the weather is warm and sunny. Upon hearing this we revert to Plan B – load the cars and head straight down to Malaga City, where we are immediately greeted with blue skies and sunshine.

First stop, the Mariner Port! The photo opportunities here include marble walkways, parks and courtyards by the seaside, boats docked in the harbour, and a busy Spanish road aligned with restaurants and cafes.

Nic, Anna Sara and Dan discuss the location (left) and Paul sets up his camera (right)

We make full use of the available light until dusk, the final shot featuring Dave and Anna Sara by the docks under the warm glow of the setting sun. As we head back to the car, Paul can't resist pulling the camera out again to capture the beautiful Malaga sunset.

Photographer Paul in action (left); Anna Sara, Nic and Paul discuss the shot (right)

After a challenging but fruitful day's work, we return to the villa in time for a well deserved feast of pizzas and a deliciously dressed salad prepared by Paul and Nic.

The team at dinner: (left to right) Anna Sara, Paul, Jemima, Dan, Dave and Nic.

Day 3: Second Day of Shooting
Our second and final day of shooting. This morning we agree to make a swift decision as to whether to shoot at the villa or to return to Malaga. After breakfast, we assess the weather and decide to drive to the city.

First stop today is the old town of Malaga. We first undertake a recce of the area; exploring the town squares, tapas bars, castle walls and authentic Spanish architecture. The sun is shining, the blue sky clear and the town rich with photographic opportunity. We get to work...

Shooting in the old town: The team in action (left), Jemima styles Dave's outfit (right)

After a successful morning's shoot, we tear ourselves away from the old town and head to the seafront. We chase the sun across the summery landscape until we reach the harbour, during which we shoot the last but one of today's images.

Racing against the clock, we head back to the villa for one final picture opportunity. Dave, Dan, Anna Sara, Jemima and even myself practice our freeze-frame skills and set up an evening garden scene. Paul's exposures were up to seven seconds at f11 as the last rays of sunlight leaked onto the scene.

Hitting the beach: Nic, Dan and Paul on the lookout for the perfect shot

Shooting is complete – and we have achieved our goal. We celebrate with a cup of tea in the kitchen and some of us perform one or two victory dance routines. Then we head back down to where our Spanish odyssey began – at the 1996 Alba Restaurant!

A victory cuppa: (left to right) Dave, Jemima, Dan, Nic, Paul and Anna Sara

And five minutes later...

Day 4: Homeward Bound
Today we must leave sunny Malaga behind and return to our offices and studios in London, where we hear the weather has not been so pleasant! We are up at 06:30, and by 08:00 we are driving down from the mountains for the last time.

We arrive at Malaga Airport in time for one last breakfast together at the Mum's Cafe, and some last minute duty-free shopping opportunities. At 15:00 we are back at Stansted Airport after a mercifully smooth flight.

Here we part ways with the Anatomic crew – Anna Sara, Dan, model Dave and stylist Jemima. Paul, Nic and myself return to De Stalis Hotel once again to pick up our transport. And so we part ways in Tottenham, London. Here our journey ends, but what a journey it was! Look out for the results in the Anatomic Spring/Summer 2016 catalogue soon.

The Team:

Paul Downes – 3Objectives Photographer
Nic Burrill– Kube Designer/Videographer
Jemima Fleming – Stylist
Dave Best – Model
Anna Sara Riger – Anatomic Shoes
Dan Grey – Anatomic Shoes
Lee Murrells – Assistant Photographer & Blogger
Lee Murrells -
Assistant Photographer & Blogger
This month stylist Dee, from 3Objectives' creative partner Scout Management, tells us what we should be wearing this party season...

​Christmas is about being at home, in pyjamas, drinking mulled wine and watching rubbish telly in between snoozing. That, and parties! As the festive party season is well underway, here are some styling tips. Tis the season to be jolly….and well dressed.

Shine Bright
Tinsel and sparkle aren’t just for the tree. Sequins are a great way to add some fun to your outfit. If you’re not brave enough for a full on Ashish number then some glittery socks always add a little shine.
Image credit: www.uktights.com

Dare to Bear
Don’t pack away those minis just because there's a chill in the air. Wear without tights, especially flesh coloured tights…these are the reserve of nuns, and your nan. Avoid pneumonia by covering up with a giant coat and ankle boots.
Image credit: www.thefashiontag.com

Roll With It
A roll neck, especially on guys, is the ultimate Christmas jumper. Ditch the shirt and match it with your suit for a far more stylish look.
Image credit: www.fashionbeans.com / www.teqmag.blogspot.com

Boot Up
Whether it’s the classic Chelsea, the utility based but oh-so-cool hiking, or the hybrid brogue or derby (yes you read right), boots are the best way for guys to look stylish (and stay dry) this Christmas. Pair with rolled up jeans for an off duty look or wear with tailored slacks for a more formal outfit.
Image credit: Pull & Bear AW15

Have fun!
Whether it’s head to toe red, a novelty Christmas jumper, a tinsel necklace or a simple Santa hat, take any opportunity to wear fabulously ridiculous stuff. It’s a great way of annoying those who are a little Scrooge-like.
Image credit: www.anotherblogtest.squarespace.com
Dee Moran - Stylist
The first Gif animated images appeared in the early 90's and were a very popular choice of the day during the early stages of exploring the internet. Since the 90's their popularity has increased rapidly, especially in present day use on blogs and social media platforms.

As opposed to a single image, the Gif as a moving one tends to hold your attention a little longer, and they are a lot more simple to produce than a video. A Gif lasts for just a few seconds and runs as a loop, repeating those few seconds of footage you have produced.

To produce a Gif couldn't be easier, making your animation is achievable by using an app on a smartphone. Perhaps this is another reason as to why the Gif has become such a popular and common way to express our feelings, or to spread news that we would like to share with our friends and followers.

One of the most important ways of sharing a Gif portal is through Tumblr: www.tumblr.com/explore/gifs .

On here you can find there are Gifs about what is happening in the world as it happens, and at this point i should also mention another short film technique Vine. Although not exactly a Gif orientated application it still uses six second looped animation that can also be converted from a Gif.

Vine has become a social network where people can produce their own animated films using a smartphone and editing app.

Please follow the link to see what we have produced on Vine, including the Gif animation created from the still image below, and 'The History of The Arsenal Shirt', which had over 1,000 hits to help publicise our photography services and to advertise the sale of the book: https://vine.co/3Objectives.Photography

Vine is linked to Twitter, where you can re-tweet your animations, and like Twitter (@3Objectives), is an easy to use platform. In a constantly growing era of blog and social media, where people continually have less time, a short form of information like Gif and Vine will keep expanding and become more and more popular as a form of information.

People enjoy a moving image, and in some cases prefer to use them rather than reading a magazine or newspaper, hence why print appears to be dying out and electronic tablets are replacing the written word.

If you don't feel like you have the ability, equipment, or time to produce a film, try searching the internet where you can find a ready made Gif to use.

One the most popular is http://giphy.com. On here there are hundreds of Gifs to search, ready for you to express your every feeling to share with world.

For further inspiration, check out The 30 Best Animated Gif Artists on the Web, as determined by Creative Market.

Happy filming!

Aneta Swoboda - 3Objectives Photographer + Videographer
With Halloween rapidly approaching, this month I thought I'd treat you to a couple of cool tricks, which will be useful for anybody new to still life photography. These spooky shots were taken with the use of only one or two lights along with some basic creative trickery!

Let me introduce you to Eddie; he usually sits on top of the bookcase in my living room, but he joined me at the 3Objectives studio last week for the headshot I've been promising him since he still had a full head of hair.

I find the best way to light your average skeletal friend is with two harsh lights from the side and slightly behind. This enhances the bony texture and highlights the shape of his face, but because we are lighting from slightly behind the subject, details such as the eye sockets are left in shadow.

My main light is a medium-sized dish with a honeycomb grid on the right. On the left, I used a snoot to achieve a narrower beam of light; my intention is to pick out only the shape of Eddie's head, leaving the rest of those creepy details to the imagination.
To add atmosphere, I introduced some smoke! Why visit a misty graveyard in the dead of night when we can recreate the scene in the comfort of the studio? The trick here is to light the smoke as well as your subject. For the best results, light from behind, making sure the light is hitting the smoke. The key to this is to use a dark background, or else it will not show up in the picture.

Below is a shot from behind the scenes, with Eddie adorning his favourite attire. The narrow beam of light from the snoot only picks out a desired spot of your subject.
My favourite thing about Halloween is pumpkin fritters, witch is a traditional South African dish (check out the recipe here). Unfortunately, I'm not very good at making them. However, my next favourite thing is photographing carved pumpkins.

The trick here is to combine two light sources – the flash, and available light, which in this case is from a candle inside the pumpkin. To do this you need to do two things: black out the studio (that includes the modelling light on the flash!), and select a longer shutter speed.
I experimented by moving my light around the pumpkin (I used a snoot and honeycomb because I only wanted to light the edge of the pumpkin, leaving the rest in shadow). The light of the carved face comes from the ambient light of the candle, for which I required the longer shutter speed of half a second (using a cable release and sturdy tripod).

By increasing the length of exposure, you will achieve a brighter effect, as below...
Or if you wish, you can try adding another light (such as a long softbox on low power, for example two or three stops lower than your main light) to reveal more of the pumpkin. By experimenting and playing with light, the possibilities can become endless!
Technical Details:

To get you started, I’ve included a brief list of some of the equipment and camera settings I used.
  • Hasselblad medium format with a Phase One digital back, with a 120mm lens
  • 100 ISO
  • Aperture f11 ½
  • Shutter speed 125/sec for Eddie’s photographs. For the pumpkin images, try experimenting at half a second, 1 second and 2 seconds.
  • Two Elinchrom flash units, with a medium sized dish (with a honeycomb grid) and a snoot.
  • Black velvet backdrop to ensure a pure black background.
  • You will require a sturdy tripod and a cable release for the images with longer shutter speeds.
  • Tea lights and matches - but remember to take extra care when using matches in the studio!

If you have a question for Lee, or would like to feature as a 3Objectives guest blogger, contact the studio.

Lee Murrells -
Freelance Photographer