PHOTOIMAGING. Wedding. News. Philosophy Hugh Jacob, master photographer, creates artistic impressions by melding film, focus and feeling.

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1 $4.95 VOL. 2, NO. 4, july/august 2000 PHOTOIMAGING professional P R O F E S S I O N A L W E D D I N G & P O R T R A I T M A G A Z I N E Portrait Philosophy Hugh Jacob, master photographer, creates artistic impressions by melding film, focus and feeling Equipment Bags...on the move! Wedding News Anthony Cava presents an objective account of wedding events

2 Wedding News Anthony Cava Cutting-edge photojournalistic cameraman, Anthony Cava, presents an objective account of wedding events grasped within his viewfinder. Anthony Cava, in partnership with his brother Frank, owns and operates the well-established Photolux Studio, a company bought from their aging photographer parents in The evolution from the traditional popular portrait studio with deep roots in the community was an obstacle for the brothers when they bought the studio in the late eighties. At that time in Ottawa, the infusion of new blood with cutting-edge methodologies into the studio was a challenge. By combining the previous thirty years of experience and tradition with the latest ideas in modern photography, Photolux Studio gave customers the quality and excellence in photography they expected. Today, Anthony and his brother take great pride in being on the bleeding-edge of the industry. Through modern techniques and imaging, the studio is positioned as an innovative force that continuously sets new standards. Photolux is considered one of the best studios around. The Cava brothers have never had, or ever wanted to have, a high-

3 volume studio, but preferred to do fewer contracts well. Anthony Cava maintains that, photographers are only as good as the people they work with. Anthony deems himself very fortunate that he shares his photographic space with his brother, who he regards as a phenomenal wedding photographer. They are teamed with two other photographers, as well as a few photographic assistants. Although Cava has a large, modern studio at his disposal, he prefers an architectural setting with plenty of geometric definition, which gives more impact to his black and white journalistic style with its magazine flair. However, on inclement days, Anthony relies on his studio s gray and white and stucco walls as a backdrop, accompanied by his enhanced lighting system. Cava relies on arches, bricks and rocks to give background strength to his wedding portraits. By photographing from different angles, employing directional lighting, and sometimes using infrared film in the outdoors, Anthony composes natural looking images, making every aspect work cohesively together. This year the hottest trend is photojournalism, essentially a reactive approach to wedding photography. The methodology is that of an editorial or documentary of the wedding day. However, Cava often sets up these events to make them happen. In addition, his wedding albums are created with a magazine flair in mind. When prospective customers see his workmanship, they want that style and no other. Often the challenge with wedding photography is to remain creative week after week. Anthony works at inspiring himself by trying to be different and further develop his photojournalistic style. His objective is to always remain in a state of change, with a few steps ahead of the trends. His greatest challenge is staying at the cutting edge. No sooner does he apply an idea, than other photographers in Ottawa are following suit. Cava works hard to be unique, staying in front of his peers. Anthony Cava s objective is creating good, simplistic photos for his clients. One such image is that of a bride fixing her shoe, which he believes to be the best he has taken thus far. Anthony feels satisfied by creating beautiful wedding images that make his customers happy, and the resulting word-of-mouth advertising. He considers wedding pictures more valuable as time goes by because of their historical significance. For himself, Anthony wants personal satisfaction, recognition from his peers and remuneration at the end of the day. He enjoys having his work featured, articles written about his style and lecturing at various events. More importantly though, Cava wants to make a difference and give

4 people something special. His favourite experiences have involved travelling to photograph weddings. In January, Anthony was requested to shoot a wedding in Florida, which he considered a big high. Later in his career, he hopes to photograph weddings in Ottawa during the summer months and in warmer climates during the winter. In Cava s estimation, digital is very present. However, he finds difficulty in estimating how many other wedding photographers have actually embraced the technology. For digital wedding albums, Anthony photographs the wedding day; then scans the images in digitally; formulates a montage of thumbnail images; and views the album, in a digital format, with his clients. If changes are necessary, alterations can be easily finalized, and then customers are able to pick up final products within four weeks. As an extension of the digital album, Photolux provides an e-service through The Color Network Lab (TCN), by e- mailing photos to the customer, who then orders the photo shoot online. At the age of 31, Anthony Cava was one of the youngest MPAs in Canada. He is accredited, through both the Professional Photographers of Canada and the Professional Photographers of Ontario, for Wedding Story, Wedding Formal, Environmental Wedding and General Portrait. In 1990, his greatest accomplishment was winning the Grand Award from the Wedding and Portrait Professionals International, with the first print he ever entered in competition. This award inspired him to continue competing. Anthony was the 1999 Winner of Best Wedding Album in Ontario and in Canada and has his work published in loan collections. Although a member of PPOC and PPO, Cava s strongest ties lie with WPPI. This relationship was the catalyst that excelled his professional development and influenced his style. In addition, the WPPI provides Anthony with worldwide exposure. To his chagrin, neither the national nor the provincial associations have a category for photojournalism; therefore prints are judged by wedding and portrait criteria, instead that of photojournalism. Cava feels that the time has come to lobby for changes to the national and provincial judging criteria. Recently, Anthony was requested to judge the WPPI Wedding Competition, evaluating 2000 prints to determine the best. The experience was interesting, but above all, a great learning experience. Recently at conventions, Cava started lecturing, which was a factor he had never considered before. He spoke at the National Convention in Laval this year; in Halifax during the spring; and then later in Sudbury. For his first speaking engagement, the first 45 minutes of his speech seemed arduous, but soon the words began to flow and three hours later, Anthony had a new aspect to his career. Anthony Cava looks forward to more speaking

5 engagements in the future, as an additional part of his photographic repertoire. During his Creating An Image seminars, Anthony shares his thoughts on the wedding industry, as well as some sales and marketing ideas. He encourages anyone interested in retaining him as a guest speaker, at branch meetings or conventions (whether at home or across the globe), to him directly at: anthony@photoluxstudio.com. This year, a hardcover book, New Trends and Looks in Wedding Photography, published in California, will feature Anthony Cava. His work will represent one element out of ten top photographers featured across North America. The book is published with the support of the WPPI. Anthony Cava s unusual technique depicts a different aspect of wedding photography. His photojournalistic style is summarized by the biggest day of your life is remembered by its smallest moments which he forms into images with finesse and simplicity.