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Thinking Different


I didn't study photography in school. I studied literature.

It gave me an intuitive sense of narrative which I use to help me create effective images. I look for that moment, that fleeting expression, that balance of light and shape that truly illuminates the subject.

I approach each job as a puzzle to be solved. What am I trying to communicate? How can I best communicate it?

I try to travel to all my photo shoots and assignments by bicycle. It is environmentally friendly and sustainable.

My bike is specially outfitted with an Xtracycle, which allows me to carry lightstands, strobes and my cameras to locations.

Yes. It's unorthodox.

Yes. It's a little crazy thing to do in Los Angeles.

However, nothing great is ever accomplished by doing things that are thought to be normal.

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Email: russ@russroca.com    Phone: (562) 331-1705   For serious inquiries only please.