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Print ArticleSAVVY MARKETER
What's beyond the horizon for Aresu? "Let's face it: digital is
coming around the bend," he observes. "Photographers are capturing
almost everything on digital today. But as the world goes deeper
into digital, I'm going further into analog. Sure, I shoot some
digital, but I feel it's riding a wave that some day may break on
the shore."
Although he's not big on digital capture yet, Aresu scans every one
of his images and performs a great deal of digital manipulation.
"Ryan Jacobsen, our digital artist, scans each image on the Imacon
FlexTight. These high-res scans are so good you can't tell the
difference between those done right on the desktop and those made
on a high-end drum scanner. He's also a wiz at PhotoShop 6.0. I
have only Epson prints in my portfolio."
Speaking of portfolios, Aresu's primo marketing tool—that is,
aside from his satisfied clients—is his portfolio. And
because tastes change and work evolves during the course of a year,
a rite of spring at the Aresu studio is replacing images that have
been eclipsed by newer, cooler ones.
A savvy marketer, Aresu expands his reach through the Black Book,
Workbook, and through his website, www.aresu.com.
The website's functionality goes way beyond marketing. It serves as
a conduit between him and his clients. Explains Aresu, "Art
directors send us thumbnail comps over the Web all the time. We
prepare estimates based on the comps and get back to them."
He's also gearing up to do digital casting over the Web. "Within
months, we'll be sending images of models via email to art
directors and clients. The potential for time saving, convenience,
and cost cutting is enormous."
Both student and teacher at the Sante Fe Workshops, Aresu lectures
year-round for Mamiya, Canon, and Kodak. And for the past six
years, he's taught lighting courses at Manhattan's Parsons School
of Design. After taking off the spring semester for the birth of
his second child, Aresu returns to Parsons in the fall to teach his
first digital capture course. Way to go, Super Analog-man.
Gear Box
35MM CAMERAS
Canon EOS-1N
MEDIUM-FORMAT CAMERA
Mamiya RZ67
LIGHTING
Dyna-Lite
Profoto
Speedotron
FILM
Kodak Ektachrome E100VS, EPP,
EPT 160T, Kodak E200
Kodak Portra 160VC
Kodak Plus-X Pan
DIGITAL CAMERA
Mac G4
Imacon FlexTight scanner
Epson 1280 Color Photo Printer
Adobe Photoshop 6.0
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