Final Day to Save!

Just a reminder that all Hasselblad sales promotions are ending today!

Get an H3DII-31 (w/o lens) for $12,995
Get an H3DII-31 (w/ 80mm lens) for $14,995
Get an H3DII-50 and 35-90mm zoom lens for $29,995

Now is the time to get a H3DII in your hands and save a considerable amount of money.

Visit the Hotwire-Digital storefront today and pick one up while you still can.

Lightroom 2.4 - Hasselblad 3FR File Support

Adobe just released an update to Lightroom (version 2.4). One of the biggest upgrades that this patch includes is 3FR (Hasselblad RAW files) support for their various cameras.

Here is the list of what models are now supported by Lightroom:
Hasselblad CF-22
Hasselblad CF-22MS
Hasselblad CF-39
Hasselblad CF-39MS
Hasselblad CFH-22
Hasselblad CFH-39
Hasselblad CFV
Hasselblad 503CWD
Hasselblad H2D-22
Hasselblad H2D-39
Hasselblad H3D-22
Hasselblad H3D-31
Hasselblad H3D-39
Hasselblad H3DII-22
Hasselblad H3DII-31
Hasselblad H3DII-39
Hasselblad H3DII-39MS
Hasselblad H3DII-50

What this means is that Hasselblad users can now use Lightroom to process their 3FR RAW files. Before this patch, the 3FR files would have to get converted into DNGs or TIFFs in order for Lightroom to recognize them.

Please keep in mind that you will not have the luxury of being able to fix things lens distortion, moire, vignetting and APO correction as you would if you worked with the 3FR files in Phocus. With Phocus, just click one check box and whola... all corrected.

Hasselblad H1 vs H2 - What's the difference?

I often get asked about older Hasselblad's. One of the biggest questions I get from people is "What's the difference between the H1 and H2?"

The answer is quite simple. The Hasselblad H1 was introduced in 2002 and it sort of morphed into the H2. The camera's are identical on the outside. The only differences are on the inside. That means the difference is within the firmware and not any physical aspects of the camera.

H1s could get upgraded to H2s by authorized Hasselblad service centers BTW.

The advantage the H2 has over the H1 deals mostly with using Imacon Ixpress CFH backs. The Imacon backs are powered by the camera's battery and allows for various back oriented functions directly.

That about does it.

Questions?

Tips for Better Summer Photography

Well Summer's here. It's time to dust off those cameras, get outside and start shooting. I was taking some pictures just a couple days ago and the thought occurred to me that it would probably be pretty cool if I compiled a list of some tips for Summer photography. So without further ado:

1.) Flash Outdoors: Outside portraits just aren't the same if you blow out the sky. Instead, try using some fill flash (or high sync speeds) will allow you to tame the ambient light all while creating a nice portrait of your subject.



2.) No Flash, No Problem: Position your subject so that the sun is to their back and check out nature's rim light:


3.) Give 'Em Flare: Lens flare that is... When used right it can really help to add that extra oomph to the image and warm things up. Take this image for example. Just a little bit of flare to accent the image.




4.) Spritz Away: If you are shooting macro work of flowers, be sure to bring along a mini spray bottle and give the plants a couple squirts of water. This makes it look just like morning dew and adds some extra impact to the image. Add some flash and watch those water droplets twinkle.


5.) Work The Angles: There are only so many ways you can take a picture. Get creative. Get on a ladder and shoot down, lay down and shoot low, shoot through foliage or even move around your subject. You have 360 degrees of view around them so why not use it?

Take a look:

Shooting down is cool and can be a real helper to naturally thin your subject's face.


This next example shows an alright image (if I do say so myself):


But watch when I get lower and shoot through the foliage. Now the image is more personal. When you shoot through foliage, it is almost as if the image takes on a completely different feel.




6.) Refresh/Recharge: After a long winter, nothing is better than going out and picking up a new toy to play with. Whether it's a new lens, camera or accessory. I truly feel that new equipment helps make you a better photographer. I am not saying that the gear makes the photographer, what I am saying is this; If I just got a new lens or camera, you better believe that I am not going to put it down. That means I am shooting more. When you shoot more, you are getting more practice and more practice means you get better. I think it is a chain reaction.

My BIG purchase this year was my new Hasselblad H3DII-31. You better believe that it isn't leaving my sight and I am shooting more than ever! The best part is that I am shooting for myself again. When you own your own photography business, it is easy to get burned out shooting exclusively for your clients. I am finding myself going out and photographing landscapes and taking time out for myself. What a breath of fresh air that is! If you want to pick a Hasselblad up too then the best time to do it is now. The promotions that are going on are just too good to pass up.

You only have until June 30th (yeah like a couple days from now) of this year to cash in so hurry!

You can get an H3DII-31 for as little as $12,995! That is about $3,000 in savings alone! If you want to roll with the big boys then you can really cash in; A H3DII-50 and the new 35-90mm zoom lens for $29,995. The savings you get there is truly astonishing!

On August 1st, these prices jump back up to their original MSRP so act now and save big bucks!

If you want to pick one up then shoot me an email at mbielat@hotwire-digital.com anytime. I can answer your questions and get one of these bad boys in your hands.

Take care and thanks for reading!

Phocus 1.2 Update for Windows Just Released

Phocus 1.2 for Windows has been released and features a number of major enhancements!



Version 1.2 for Windows features the same functionality as the Mac version, meaning that Phocus is now a truly cross-platform, high performance product. It is available for immediate download. This is a free download.

Phocus 1.2 for Windows Highlights:
Tools:
- Grey scale tool
- Navigator tool
- Hand tool
- Rotation tool
- Overlay tool
- Custom white balance tool

Workflow:
- Export direct from 3FR raw file
- Export to layered PSD 8 or 16 bit file
- Ejecting of volumes from file browser
- Custom date format via name preset
- Toolbar control for show/hide options of main window

Queue:
- Drag of thumbnail direct to queue
- Pause button
- Fast previews showed in queue

Badges on thumbnails indicating:
- File edits
- Export progress
- Multi shot (4)
- Crop

For a complete list of added features and system requirements, please consult the Phocus read-me file.

To download Phocus, click this link: Download Phocus

For an easy overview of the many new features, please consult our newly updated User Manual available at this link: User Manual

Updating the H3DII-31's Firmware

My good friend and co-worker, John Williams, has posted a nice video on how to upgrade your Hasselblad H3DII-31's firmware.

Wonder why you should upgrade your firmware? With new advances of the noise reduction facilities in both camera firmware and Phocus software, Hasselblad engineers release extended ISO capabilities on the following products:

- ISO 800 on H2D-39, H3D-39, H3DII-39, CFH-39, CF-39, CFII-39
- ISO 1600 on H3D-31, H3DII-31

Check out the video:




If the video doesn't work then you can go directly to it on YouTube by clicking HERE.

Check out this one when you get a second. Hilarious!

H3D + External FireWire Power!

Hotwire-Digital announces the HD+ external FireWire power device for Hasselblad digital magazines.



Now Hasselblad users can prolong the battery grip on their H1, H2, and H3D camera systems up to 400% by using the HD+ as an external FireWire power supply to provide energy to the digital magazine or back, freeing the Li-Ion grip to power the rest of the camera system.

Preliminary testing showed a power consumption of 35% of the available grip energy on a Hasselblad H3DII-31 after 825 shots of moderate autofocus, no flash with interval of 2 seconds and 11 card reformats. When the HD+ was attached to the FireWire 800 port on the digital magazine, the battery grip consumed 20% of grip power - after 1650 shots in identical shooting scenario. The HD+ was approximately 50% energy used.

The small, compact design (4.8 ounces) makes it ideal to slip into the camera bag or case as it is about the same size as a modern iPhone. Speaking of which, the USB port can be used to power USB devices such as the iPhone and other USB-chargeable phones, GPS devices, and other USB-powered essentials. Patented circuit technology allows the Li-Ion battery to outlast other designs and allows for a 3 year replacement warranty - clearly besting others offering 12 month repair warranty.

Shooting with the H3D digital back on a large format camera is now possbile without being tethered to the computer at a lower cost than the ImageBank accessory. Further, with AC power connected, the HD+ provides continuous power for longer shoot schedules.



Priced at $124.95, the HD+ is a bargain to assist the Li-Ion battery grips that are available from the low $200 to $300 range. Available at https://store.hotwire-digital.com

H3D vs. H3DII???

One of the questions that I get asked a lot is "what is the difference between the Hasselblad H3D and the H3DII." Let me demystify that for you.

One of the great strengths of the H-system of cameras is its continual development. This is one of the keys to retaining the system’s forefront position in the world of digital medium format photography. Normally, upgrades are to the firmware but with the H3DII, there is an even larger leap forward with the introduction of hardware improvements too.

Here are the most significant differences between versions:

User Interface: The buttons on the digital back have been re-arranged and the screen is now much larger. I think the new button locations are more intuitive and user friendly. The sensor-unit menu navigation is also more intuitive.

Little Features, Big Help: Little things like the illumination button also displays battery power, faster lens adjustments (especially while an image is still being written), button reassignments (for user customization), battery warnings on camera grip and sensor unit, better system info displays, improved audio feedback, more features saved in profiles, extra mirror-delay settings (for a steadier camera - thus sharper image) revised menu structure (more efficient).

There you have it... These features are more of an evolution than a revolution but they are really helpful and make things a lot easier for you to spend more time doing your job.

Hasselblad Offers Special 50mp Camera & Zoom Lens Bundle

Hasselblad USA is pleased to announce a special bundle promotional offer.




For the month of June, the award winning H3DII-50 will be bundled with the new HCD 4.0-5.6/35-90 zoom lens at an incredible price of $29,995.

This special offer represents a significant savings of almost $3,000 and includes the newest Hasselblad zoom lens that normally sells for $6,996 by itself!

Learn more about the H3DII-50 and the HCD 35-90 Zoom lens at the links below:

H3DII-50 Camera Information
35-90mm Lens Information


Contact me at HasselbladMike@gmail.com if you have any questions or if you would like to make the move and pick one up!

Promotion Details:
-Bundle includes H3DII-50 Camera, Viewfinder and HCD 35-90mm Zoom Lens.
-Offer is available on orders placed for delivery from June 1-June 30, 2009.
-Purchases of this bundle will qualify customer for the H3DII-50 to H3DII-60 upgrade offer at $8,000. (subject to upgrade terms and conditions).
-Offer is only available to customers in the United States and Canada.
-Offer may not be combined with any other promotions or special offers from Hasselblad.

STAR Quality

One thing that always amazed me about Hasselblad is the quality of their systems. I know I mention that a lot but bare with me. Having been a photographer for nearly half my life, I have tried out practically every camera system. My first experience with a Hassy system was with my grandfather's 500C. Wow! It definitely set the bar up another notch that all other camera's had to compete against.

With the digital age, I knew Hasselblad would deliver once again and they did. I've used Canon and Nikon and Mamiya systems but there were always some quirks about each system. Canon had some real nice files but their glass was just too soft and their quality control was anything but stellar. Mamiya was nice but something always felt dated to me. I do still have a Nikon setup. Their camera's are workhorses and their low light performance and creative lighting system are killer! One thing I noticed with all digital SLRs is that there is something missing. This could be that the gradation from shadow to highlights may not be as clean, the colors are sometimes less than desirable and sometimes I need more resolution. I wear a lot of hats with my photography. One day I could be shooting a wedding or portrait session while the next could involve me doing fine art work or landscape photography.

So I once again turned to Hasselblad. The primary reason for this was... their quality. STAR Quality to be exact. Every other camera company seemed to have hit up a couple of these areas but none satisfied them all. Well, Hasselblad delivered.

Clarity: This mainly stresses maintaining a clean file at the various ISOs, especially higher ISOs. Noise can pose as an issue and can drastically reduce the image quality. Hasselblad responded and does it right offering amazingly clear and exceptional images across their ISO range.
Detail: A problem with many cameras is the fact that unwanted artifacts occur during the interpolation of the image and affect the overall image. There is also an issue with making square pixels appear smooth and fluid while not affecting other parts of the image. Hasselblad's single shot backs offer superior quality to other cameras. If you have their multi-shot back, then that goes even further to provide detail that is par none at time of capture.
Resolution: Bigger is better. Having a 39mp file at my disposal allows me to wow my portrait clients with fine detail and allows my fine art landscape work to be printed to ridiculously large sizes. Studio and commercial photographers can take even more advantage with this and become more marketable to their clients. Having larger files allows your clients to have more flexibility with the images and allows them to be used for a variety of purposes; From billboards to the web.
Color: Color accuracy is very important to any serious photography. Hasselblad went back to the drawing board and expanded their color space to allow for more colors. That means more accurate skin tones and better gradations.
Sharpness: Being a closed system, Hasselblad can take the reigns and provide an exceptional image from the lens down to the software. Hasselblad knows all the fine details at every part of the system and automatically correct for that so you don't have to. For example, APO chromatic correction (color inaccuracy caused when light passes through a lens at various apertures) is known throughout each lens and aperture. Even minute details such as the glass and IR filter covering the sensor are taken into consideration. They each act as another element of the lens which is accounted for at time of capture for a truly sharp image. Finally, the Phocus software fixes lens distortion, vignetting and chromatic abberation for you on the fly without needing to fidget with any sliders whatsoever. Absolutely unbelievable.

Hasselblad's HTS 1.5 Tilt Shift Adapter

This revolutionary product is a tilt shift adapter that can serve as a crucial addition to Hasselblad users. The HTS 1.5 is designed for use with the HCD28mm, HC35mm, HC50mm, HC80mm and the HC100mm lenses. This essentially adds five new lenses to your existing Hasselblad lens lineup.

The use of extension tubes (H13, H26 or H52) further adds to the HTS 1.5 can further be used for close up, macro, work.

On a view camera, the lens and camera back are connected by a bellows, and many view cameras allow a considerable range of adjustment of both the lens and the camera back, so the tilt and shift movements are inherent in the camera. This isn't the case for small or medium format cameras however. That is where the tilt-shift (aka perspective control) lenses come into play.

The TILT functionality is used to change the plane of focus. What this does is tilt the focal plane so that it is on the same plane as your subject. Skyscraper windows remain in focus from close to far and landscapes take on an endless DOF. Check this out for further reading.

The SHIFT functionality moves the lens up, down, left or right from the central position to expand the diameter of the projected image circle at the film plane. With a normal lens, a photograph of a skyscraper gives a narrowing effect at the top. Incorporating the shift feature, one can literally shift the the lens so that it is parallel to the image plane and allows the line of sight to be changed while keeping the image plane (i.e. focus) parallel to the subject. Now the skyscraper appears straight and true from top to bottom.

This HTS 1.5 is especially useful for architectural and nature/landscape photographers. Wedding and portrait photographers can even use it to create some amazingly unique portraits.

The H3DII-39MS (Multi Shot)

The Hasselblad H3DII-39MS takes all features that reside in the fourth generation of H series cameras and further refines it with multi-shot functionality. The H3DII39-MS is geared towards still life studio photographers.

The multi-shot functionality is really something worth mentioning. The technology here allows the camera to take four shots, each offset by a one pixel increment so every point of your subject is rendered with its true red, green and glue color components. This way, true detail and true color are acquired without interpolation of any kind. It also does away with artifacts like moiré. For still life photographers, it simply cannot get any better.

The multi-shot feature can be disabled for work outdoors or on-location and can perform also in single-shot mode.

Download the spec sheet and read more about this amazing multi-shot functionality in the H3DII.

Hasselblad's Closed System

It seemed to have ticked many people off when Hasselblad announced their choice to close their H3D System off from other vendors. Some claimed that this is "linked selling" and was done to lock out any competitors.

It is easy to be a cynic these days but sometimes we have to realize that companies out there still care about their customers enough. The new direction Hasselblad has taken may have shaken people up, but rest assured that it is for the greater good. Here is a quote from Hasselblad to explain their reasoning:

"In truth, [the H2] was a great film camera to which a digital back could be fitted, and...Hasselblad started to look at ways that image quality and functionality could be enhanced even more through better integration...The H2 camera has not, in any way, been diminished by Hasselblad’s separate development of functions specifically for the integrated H3D. However, lacking the necessary integration of the new camera engine and Hasselblad Flexcolor software, these functions cannot work on the H2."

I have to argue that Hasselblad was 110% right for closing off their system. Why would I agree? Simple. With me having a computer science background, I have first hand experience with all the trouble of having to work with other vendors. Sure things work sometimes but other times it ends up being a mash up or a hack to get things to work with one another. Sometimes, it is just best to concentrate all your focus on a closed system. Why? To better the user experience. From the user standpoint, that means you get the best quality possible. Hasselblad has always been known for quality and having the ball in their court means that quality is carried over from the lens, to body, to digital back and finally to the software to provide you with the best images possible. And THAT is what it's all about! Hasselblad obviously has a big goal for the future and it is necessary to take this big leap forward. It may have lost them some loyal customers or it may have got people angry but you will see that it was crucial for them to fulfil their long-term goals that they have to keep them at the top of the food chain.

People are also upset that the newest lenses cannot be used on their older H series bodies. I'll agree with your there that it stinks. However, the H1 and H2 cameras in your hands are far from obsolete. Photographers are still taking amazing photos with them and they continue to be a very hot item on the resellers market. Worse case scenario, you will still be able to get top dollar for your older Hasselblad gear if you want to sell it and upgrade to the H3D. This will help lessen the blow to your wallet for a new H3D system. Also, by being a closed system, it drops the cost of owning a state-of-the-art MF camera at lower entry price. When Hasselblad makes everything, they can offer packages, kits and deals. Otherwise, you would need to purchase a full price Hasselblad body and a full price Phase One or Leaf back. That really adds up!

Is a H3D right for you? Take a look at some of the features that makes up the Hasselblad H3DII:

• Silent and Effective Heat-Sink Based Cooling System: We have removed the cooling fan found in previous generations, and have replaced it with a new passive, head-sink cooling system which uses heat-spreaders to move the heat from hot components like the sensor to the outer metal parts. This eliminates unwanted noise and the risk of moisture and dust entering into the sensor unit electronics.

• Best Hardware/Software Integration: The H system features true Hasselblad design from the start to the finish of the imaging chain, with the seamless integration that provides the foundation for extended MetaData in image files, DAC, IAA, Ultra Focus and much more.

• Central Lens Shutter: Hasselblad lenses use high performance central lens shutters, making them stable, quiet, and particularly useful for flash work at fast shutter speeds or many other tricky lighting situations.

• 28mm HCD Lens: The HCD 28mm retro focus lens has a 95 degree diagonal angle of view and is the most extreme wide-angle lens presently available in the medium-format, expressly designed for digital use with and virtually no lateral color aberration.

• CCD Not CMOS As With 35mm Systems: The sensors used in Hasselblad H System cameras use CCD pixel technology, unlike the lower CMOS technology of 35mm cameras. The result is higher image quality thanks to the higher quality electrical signal from the CCD sensors than that from CMOS sensors and a larger light reception area for each pixel.

• Customizable User Interface Controls: You can tailor various camera functions to suit your own particular way of working.

• Choice of Large, Bright Viewfinders: Choose your way of viewing your subject and tailor your shooting style to suit the job at hand with your choice of both eye level and waist level viewfinders, all featuring the market’s brightest, clearest viewing screens.

• Instant Approval Architecture for Easy Image Classification: Hasselblad Instant Approval Architecture, (IAA), provides and enhanced set of feedback tools, using audible and visible signals as well as recorded information in the file and in the file name to facilitate quick and easy classification in the field or in the lab.

• Larger Lenses + Larger Sensors = Higher Quality: The combination of larger lenses and the market’s largest sensors fives an image area almost twice as large than 35mm cameras and much higher quality over a larger area.

• DAC for Optical Purity: Hasselblad’s Digital APO Correction, (DAC), is a unique way of digitally correcting the minor optical errors, which are always present in even the highest quality lenses, automatically correcting distortion, chromatic aberration or vignetting by using detailed lens information that resides inside the RAW 3FR file generated by the new generation of Hasselblad cameras.