The Camera Circle of Life

January 7th, 2012

Many people see investments like the new Nikon D4 as ridiculous. They cost an arm and a leg but how can anyone afford them? Well there’s something of a camera-circle-of-life out there involving your old gear that if you’re not a part of, you really should be.

When I buy a necessary items of equipment, like a camera, I like to think of it not as a piece of technology, but something that helps make my business run. I have a studio which I pay a constant rent for. I also renovated the location which cost me a decent amount, but when I think of my rent, I don’t include the cost of the renovation, just the monthly fee. Cameras should be seen in the same light. Yes I paid around $5K for my D3s two years ago. But I won’t be holding on to it if I buy a D4. Why would I? I’m going to sell it. I’ll probably receive around $4K for it and I’ll have to cover another $2K and change myself. This hike in price is also unusual as most replacement bodies come in at around the same price as their predecessor was when it was new. Normally, you’d need to cover about 20-25% of the cost of the camera if you sold your old one.

This, folks, is how we justify these purchases. It’s not that we’re simply dropping $6K happy-go-lucky styles. We’re continuing our “rent”. This difference in price is the rent we pay for our cameras. Yes we did put down a lot at some point, but forget about that. That investment is gone and you won’t be needing to recreate again. From now on, you need to put aside about $50, maybe $75 each month and you’ll be able to replace a D3s, or a D4 relatively easily. This camera rent will keep me and my company up to date with technologies for the foreseeable future. I even enjoy thinking that new technologies will be available and I’ll only have to drop 20% of the asking price in order to play with it myself.

For anyone on the fence about buying new gear, or any gear for that matter, I think it’s important to keep this notion in mind. You’ll have to make an initial investment. But when it comes time to upgrade you won’t be looking at reinvesting that same amount. The world of up-to-date gear may not be as scary as you once thought. And also keep in mind that the launch of the D4 means plenty of D3s’ and D3′s on the used market. Which likely means an increase in D700′s and D300s’, too. The circle of life goes on… enjoy my horrific drawing.

Thanks for reading,

Dave Dvir

Nikon D4 Announcement

January 6th, 2012

Everyone’s heard about this by now but incase you haven’t seen the video check it out. I know what I want for my birthday this year hehe. I think it’s available February 16th. The next 5 weeks will be hard to endure.

Dave Dvir

Got a New Piece of Furniture at the Studio

January 5th, 2012

This was a gift from a friend who was moving and didn’t want to hang on to it. How could I say no?? Thanks Ming!




Slingshot Facebook Contest

January 5th, 2012

Thanks to our friends at Lowepro, we had a couple of Slingshot 100′s hanging around and we thought we’d give them to you guys!  We only put this contest up on our facebook wall but in the future we’ll make them more publicly available (if we ever have anything else to give away).  There wasn’t much to do to enter, just comment on a post we had.  We selected our winner today and you can see that process by watching the video posted below.

Congrats to the winners, if you’re one of them be sure to contact us at

See you next time!


Underwater Photo Shoot, In Depth Behind the Scenes

January 5th, 2012


So we decided to work on an underwater photoshoot.  We also thought we’d make a behind the scenes video for the shoot but with a less common addition.  We wanted to add every step of the shoot into the video.  It makes for a longer clip although very informative.  Most questions should be answered within the video but I’ll try to explain some additional information below.

Some addition info that we’d like to share:

You don’t really need high end gear to make these shots work.  Yes we had an underwater kit and yes we did use pro bodies/lenses.  However the shots themselves could be recreated with most body/lens combos.  Your shoot may not even be underwater, it may be in a desert, and that’s the main focus we’d like you to draw from this BTS.  Another thing we wanted to mention is that electricity and water don’t typically mix.  We were very cautious with our setup near the pool and made sure there was no chance of anything falling into the water.

Once more I’d like to thank Isaac Levy, Leanna Lee, Amanda Taylor and Paul Bongiovanni for their efforts in this shoot.  If anyone has any questions or comments please feel free to ask and we’ll be sure to get back to you.  Also, as we err speak… ?  type..? yeah type, as I type, Kevin is working on a more in-depth tutorial for editing one of the images.  We should be releasing it sometime very soon.  In case people were more curious as to how we ended up with our final images.  The tutorial will be on the image directly below.

Dave Dvir


Nikon 1 Series Review

November 26th, 2011

So a couple of weeks ago we were able to get our hands on the new Nikon series of mirrorless cameras. The video below pretty much sums up what we thought of these little guys. Overall we like them, but could never justify the price for actually owning either of these. There are also a number of features that we find haven’t really been thought through or are just not practical in any way. As well, the menu system is overly complicated considering some of the pre existing buttons on the camera. Again though, they are stylish and produce pretty good imagery/video. So if not for cost, and despite a number of failings, we would still enjoy having them.


Dave Dvir