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Alex Howe

In short I love taking pictures either for a commission or just for the fun of it.

Im most creative when presented with a tricky technical challenge. To avoid unexpected surprises, I often work through ideas on scale sets to determine the best way to shoot. For the fire shots of the BMW M5, I resorted to barbecuing a toy car. As childish as this may sound it gave me everything I needed to know about colour temperature and reflections. Even before my arrival at the studio, I knew exactly which angle, lens and lighting set-up would be needed. As with most things, meticulous planning leads to the best results.

I like the way Jay Maisel put it: If you are out there shooting, things will happen for you. If you’re not out there, you will only hear about it.

I also like Irving Penns view point: Even photographing cake can be an art form.

Alex Howe.