Full Frame Offensive

Started Apr 16, 2014 | Discussions thread
veroman Veteran Member • Posts: 4,862
Re: At one time, it was medium format

Jim Salvas wrote:

I can remember trying to get commercial work from ad agencies at a time when only medium format, preferably a Hassy, was the minimum acceptable. I was doing excellent work with my Nikons at the time, but I sucked it up and bought a Hassy.

Things will change. Give it time.

I worked in advertising all of adult life (see my bio on my web site). The main reason MF was requested was for image size latitude. A single shot might be used for any number of applications, from magazines to billboards to bus posters to end-of-aisle displays in supermarkets.

Any self-respecting art director would want images capable of being blown up to any size without significant losses of sharpness and detail. MF pretty much assures that, while 35mm, as good as it is, entails risk if there's a need to produce very large sizes.

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