Jeffery specialized in large format photography when 8” x 10” film cameras ruled the world. In the mid 1980s the sheet film emulsions were improved and 4” x 5” film took over. Jeffery shot acres of it; Stylized food shots, glassware, jewelry, electronics, consumer goods, cosmetics, perfumes, etc.  Some special effect magazine covers seen in this gallery were done on film before Photoshop was invented! It took endless hours of planning, shooting of registered layers, masking, burning and more. A photographer had to jump through burning hoops onto eggshells to get a perfect photo. Thank you Adobe, Inc. for ending our technical nightmare.

Now, with digital photography, we can insert anything anywhere anytime for any reason. But just because we can, doesn’t mean we should.The best photographs start with an innovative concept and proceed through meticulous execution.

Experienced and talented image-makers shoot it right the first time and never have to ‘fix it in post-production’. In many ways it’s more difficult to create great commercial photography in the digital age because we have to produce an image that rises above the visual clutter. Most importantly, lighting is still king.