This is how we produce things…

This is a glimpse of the teamwork involved in producing National Television Commercials.

Frank Salle and Keith Berr are long time friends and are now collaborating with their intense background of photographic knowledge, creating National Television Commercials. As a team they have the ability to handle any situation that gets placed before them and have formed an alliance to create seamlessly great film work. They have what it takes to makes it look simple and elegant.

Frank Salle is a national, commercial photographer with over twenty-five years of proven work and is based in Phoenix Arizona.
His assignments for magazines and advertising include corporate, architecture, high quality 360 panoramic, lifestyle, product, medical, time-lapse video, video production and he
specializes in multimedia and digital solutions.

Keith Berr is an international advertising, commercial and fine art photographer, with studio locations in Cleveland Ohio and Santa Fe New Mexico.
His assignments and personal projects allow him to capture vistas, people, food and native flair around the world. He has been inducted into the Cleveland Advertising Associates Hall of Fame and recently was named one of the top 10 photographers in the United States, by the American Society of Media Photographers. Keith believes that light is what makes a photograph great and he utilizes natural or created light, in the formation of his art.
His favorite quote reads: ‘Amateurs worry about equipment, Professionals about time, Masters worry about light.’

Frank feels that it’s all about lighting…

The language we use is communicated through our vision and how we paint, add or subtract light. light has terrific capabilities and abundant qualities. Lighting is an art and an expressive tool. We use light to bring out color and movement and then we transform this to form, features and function.
Our Client’s vision is extremely important to the process and us.

Vita Coco Video Shoot

Madwell, a New York agency, commissioned us to create a “behind The Scenes” video for Vita Coco. John Trotto and I used 6 cameras during production. We used 3 Canon 5Ds, 2 GoPros and even an iPhone 6. Nolan Arenado is one of the best third basemen in the National. He is as down to earth as they come. Meet Nolan and his contagious laugh in this short video for Vita Coco.

The time lapse segments were all shot with a GoPro. It was interesting to use the iPhone in this documentary style ad. We had plenty of freedom to move using various stabilizers on all the different cameras.

Fury Arms AR 15 Video Spot

Fury Arms are one of my favorite clients. They gave me the opportunity to shoot this quick 15 second branding spot.
Shot with the iPhone 6+. Shot in natural light, slightly back lit. Edited in FCP X.

Massimo motor :30 Production

This is the Massimo Motor 30 second commercial. I was really happy to be a part of this creative team and commercial shoot.  John Trotto the DP, and Atom Design gave their utmost passion in delivering this commercial project. We were able to pull out all the fun rugged  gear for this shoot.

Morning image

The commercial starts with a holy grail time-lapse overlooking a vast beautiful field glistening with morning dew. We found this location in the pines near Flagstaff, Arizona. The location was scouted the day before, and I really needed the morning dew to give me that sparkle of specular highlights as it did the previous morning. The shot was of the sun rising over the mountain in the distance. I calculated to shoot at least 300 still images to get the sun at the height that was required to give the most drama. I processed and transformed an hour of real-time into literally a one second time-lapse clip. It was extremely challenging to edit this time lapse down to one second. My analogy and something I heard before, was like taking a telephone pole and making a toothpick out of it.

GoPro image

Most of the shots called for aggressive, down-and-dirty, mud-caked fast action. These UTV vehicles can really move and climb. The camera of choice was the GoPro, of course. We put them on magic arms and in all sorts of precarious places. I put one in the wheel well to show the outstanding suspension of the Massimo UTV. Since we had no room for a camera crane we mounted a Wi-Fi enabled GoPro on a 20′ boom pole. We where able to monitor and control the GoPro video from an iPad as the vehicles flew down trails. I did some steadicam shots with the GoPro next to the driver, the suspension was priceless. The Massimo drivers did a wonderful job in controlling the UTVs at high speeds on extremely rough terrain. We would try to film 2 or 3 takes at each of the locations. Charged batteries where always a plus in a very hot environment. All the clips where played back on a portable monitor for the director, Jodi Deros. I was really amazed at how the Wi-Fi worked with the GoPros from a follow vehicle that was a good distance away. Ninety-five percent of the GoPro footage was shot in 2.7k with the rest in 1080 and this was the perfect choice. All the other action or stills were shot with the Canon 5d mark II. We had the perfect locations in Sedona, and the Massimo vehicles are outstanding. They are meant to work and play in this environment. It was a pleasure to flex my creative muscles and work in one of the most beautiful locations in the Southwest.

The crew image

We spent a total of 5 days filming the UTVs on Schnebly Hill Road in Sedona, Arizona. A few of the scenes where done outside of Flagstaff, Arizona. This image is of the crew, and the beautiful vista we enjoyed as we worked.

Native American Indian Blankets – Coffee Table Book

Finally after years of work with Barry Friedman, the coffee table book [Still Chasing Rainbows] is published and available on Amazon.
I had the pleasure of photographing over 700 Indian blankets and items. The book contains 315 color photographs and 95 black and white illustrations in 304 pages. Besides shooting the images I was able to do all the post processing. The color and feel to these blankets are truly a work of art.

Still Chasing Rainbows is the long-anticipated sequel to Chasing Rainbows, the bible of Indian trade and camp blanket collecting. Still Chasing Rainbows showcases the finest Indian blankets produced between 1892 and 1942. It is a perfect blend of gorgeous blankets, superb historical images and original manufacturers’ catalogs. Pendleton Woolen Mills opened its archives to Barry, and glass artist Dale Chihuly permitted complete access to his collection – the largest ever assembled. Collectors throughout the world provided their rarest blankets for inclusion in this volume and the result is even more spectacular.
blanket images

blanket image

Commercial Web Video Time Lapse

I shot this video in Cleveland, Ohio. This is a wonderful unique business that can pack and ship anything.

This was a full Multimedia shoot. We did interiors, exteriors, environmental 360, corporate head shots of all employes, group shots, vehicle, HDR, and a multitude of any sorts of assets I could think of. The more assets I have, the more options I have when I’m editing the clips.

Incorporating time lapse into fabricating crates was very interesting. Most of all the images and clips were shot with the Canon 5d. The time lapse footage was done with Canon and GoPro. The assembly of the crates took less then thirty minutes. I found the GoPro to be the savior in this multi-cam setup. The frame interval on both cameras was 2 seconds. I needed to keep these clips short, with enough handles to ease the editing options. Most of the post was done in Lightroom and edited in Final Cut Pro X.

Product Photography/Shooting a Fender 1954 Precision Bass

This is a Time Lapse of a product  shoot. I photographed a 1954 Fender Precision Bass. The Time Lapse was interesting for the fact that it shows how physical the shoot really is. Color grading and final edits were done in Final Cut X. I like to explore every angle I can possibly think of, almost 360 around. Two large light sources were used. I wanted coverage and softer light.The large 4×6 was moved closer to the subject, giving me soft light and keeping the background brighter and neutral. The octabox served as a nice fill when needed. This is a simple set up, and works really well in post.This is a very good way to exercise mind and body. (final images are found at the end of the video).

Video Jazz – Shooting and editing live Jazz.

The process of shooting a complex experimental live music project. Using a total of 14 cameras, (8 GoPro, 8 5dmark 2’s and 3) as we embark on the positive and negative aspects of shooting, organizing, importing, and editing multi clips in Final Cut X. This video has a wonderful audio commentary at the end.

360 HDR Virtual World Interactive Multimedia

(click image to start)            We believe this interactive multimedia will provide substantial marketing potential for advertising small business or corporations.


Photographing Glassware

A&W Rootbeer jug


I rarely, if ever, use a light tent for product photography. In this case I was dealing with a glass jug, which has plenty of depth and curves.
Lighting glass requires attention to every detail. Removing the unwanted reflections and replacing them with specifically created reflections define the shape and contour of the glassware.
This is a combination of additive and subtractive lighting reflecting techniques. White cards were added to the sides to show volume and contour.