New York City Fashion, Portrait, and Beauty photography require a high dynamic range of tones that simply can not be captured by full-frame sensor cameras, such as Canon and Nikon’s flagship cameras. Medium Format cameras (Hasselblad) have a much larger sensor, allowing more light to be captured. Thus, this allows the medium format sensor to pick up details in shadows and highlights that would be impossible to catch on a full-frame DSLR. More details gives the photographer, and retouchers more room and possibilities to be creative, achieving the creative director’s vision.
Lenses used are Hasselblad’s HC 80mm f/2.2 and HC Macro 120mm f/4. The use of lenses that do no zoom stem from my mentor, Chip Maury who told me to zoom with my feet, not my hands. For fashion, portrait, and beauty I use longer lenses as wider lenses tend to distort the subject, or make the subject look larger than what they really are.
Medium format cameras are typically used in studio, and large budget situations.