Randi Coran:
Macs at the End of the Runway
For location shooting — whether in Los Angeles or the Bahamas — Shoot Digital teams rely on PowerBooks and Power Mac G5s.
Digitally captured. “When we shoot a runway show, we take the studio with us,” says Coran.
“If we’re shooting in one spot, we like to have the same setup that we have in the studio — a G5 and two Cinema Displays, ” Coran says. “If we have to move around, we take the G5 and the 23-inch Cinema Display and a PowerBook with a custom rolling workcase.
“We make the studio as moveable as possible so the technician can work closely with photographers wherever they’re shooting.”
Staying in Range
Many digital photographers don’t see themselves as computer specialists — but some do. So Shoot Digital adjusts to each photographer’s technical comfort zone.
“Some photographers want to turn the entire production end over to you, ” Coran says.
“They say, ‘Just let me shoot beautiful images.’ We take care of the rest because they don’t want to hear about the process or be hassled with production details. “Other photographers want to understand every aspect of the digital process. They’re hands on; they want to be at the Mac during the shoot or they want to understand how we’re working with the images.
“What I love most about digital imaging is that it combines the creative element of photography with technical tools that stretch creative capacity.”
“We’re set up so we can give clients whatever they want.”
Welcome to Digital
Photographers and clients who have never worked digitally are her favorites “because, after they’ve tried digital, they stay digital,” Coran says.
“We like to get them into our space so they can see the digital setup, meet our staff and get a feel for the digital workflow,” Coran explains. “We want to make ourselves as integral as possible to the process, so clients know they can always depend on us and get what they need.”
Network by AirPort
Shoot Digital’s 14,000 square-foot space includes an AirPort wireless network to make it easy for art directors, creative directors and clients to access the web from a conference room, coffee bar or lounge.
“Since we installed AirPort, I often come down from my office and find five art directors or project managers in our café, all working on their PowerBooks, all connected via AirPort,” Coran says.
“I’ve been in fashion and photography for 10 years,” Coran says. “What I love most about digital imaging is that it combines the creative element of photography with technical tools that stretch creative capacity.
“So you have a combination of people with both creative and technical skills, which adds a whole new element to the industry. It makes for a group of really hard working, intelligent and interesting people.”
