Thursday, June 30, 2011

Lytro Redefines Photography with Light Field Cameras

Lytro Redefines Photography with Light Field Cameras
Introduces Biggest Innovation Since Digital Cameras
Including The Ability to Focus a Picture After It’s Taken

Mountain View, CA – June 2011- Lytro, Inc. ( announced today that it is developing a “light field” camera for consumers that will forever change the way people take and experience pictures. Later this year, Lytro will start selling light field cameras that can capture all of the light rays in a scene to offer photographic capabilities never before possible, such as focusing a picture after it’s taken. Lytro cameras will also create interactive, living pictures that can be endlessly focused and refocused by both the photographer and the viewer, bringing new creative possibilities to photography. In 2010, consumers worldwide spent more than $38 billion on cameras.

Introducing Camera 3.0

Lytro’s light field camera represents the most significant shift in photography since the transition from film to digital in 1988. The light field fully defines how a scene appears, from the foreground to the background and everything in between. Unlike conventional cameras, which can only record a scene in two dimensions, light field cameras can capture all of the light traveling in every direction through a scene in four dimensions. A light field picture taken with a Lytro camera can be manipulated after the fact in ways not possible with editing software.

Light field cameras capture fundamentally more powerful data than possible in regular photographs. To record this additional data, Lytro cameras will feature an innovative new light field sensor that captures the color, intensity and direction of every light ray. Powerful software within the camera then processes the picture into a light field picture file that anyone can interact with, without needing special software.

“This is the next big evolution of the camera,” said CEO and Founder Dr. Ren Ng. “The move from film to digital was extraordinary and opened up picture taking to a much larger audience. Lytro is introducing Camera 3.0, a breakthrough that lets you nail your shot every time and never miss a moment. Now you can snap once and focus later to get the perfect picture.”

Turning Light into Living Pictures

Lytro camera capabilities will include:

Shoot now, focus later.
People will no longer be disappointed by a picture that turns out focused on the wrong subject, such as the wall instead of a child’s smile. Lytro pictures can be flawlessly focused to one’s liking – days, weeks, even years after they’re taken.
Unparalleled speed: Since the camera doesn’t focus before a photo is taken, people will no longer miss important moments due to the conventional delay of the lens autofocusing as you press the shutter button.
Living pictures. Lytro creates interactive, living pictures that will engage and delight those who experience them online via social media networks, mobile phones, blogs, etc. Viewers can immerse themselves in a living picture to discover and focus in on new details by simply clicking on different parts of a picture. No software download is required.
Low-light sensitivity. By using all of the available light in a scene, light field cameras can capture better pictures in remarkably low light environments without use of a flash.
Immersive 3D. Using the full light field, Lytro cameras provide an immersive 3D picture that goes beyond the conventional stereo 3D by, for example, controlling the perspective view of a scene.

“Lytro’s breakthrough technology will make conventional digital cameras obsolete. It has to be seen to be believed,” said investor Marc Andreessen, general partner at Andreessen Horowitz.

“Humans have a deep desire to capture the experience of their lives and share it visually with others,” said Emmy-award winning multimedia journalist Richard Koci Hernandez. “From early man’s cave paintings more than 30,000 years ago to the first people posing for daguerreotype photos wearing iron collars to stay still in the 1800s, humans have gone to great lengths to tell visual stories. Light field cameras are the next step in that picture revolution.”

Out of the Lab, Into Your Pocket

Light field science and computational photography have been extensively researched for more than a century in academic environments. Light field science was the subject of Dr. Ng’s PhD dissertation in computer science at Stanford, which was awarded the internationally-recognized ACM Dissertation Award in 2007. Dr. Ng’s research focused on miniaturizing a roomful of a hundred cameras plugged in to a supercomputer in a lab. In 2011, the Lytro team will complete the job of taking light fields out of the lab and making them available in the form of a consumer light field camera.

The digital still camera market is large and growing with $38.3 billion in worldwide revenue in 2010 and expectations to increase to $43.5 billion worldwide by 2015.* Visual storytelling is universal, with 60 billion photos shared on Facebook in 2010, projected to reach 100 billion photos by this summer.

Lytro has raised approximately $50 million to date from Andreessen Horowitz, Greylock Partners, NEA and K9 Ventures, along with individual investors. K9 Ventures provided initial money to Dr. Ng and Greylock Partners seeded Lytro. NEA led the Series B round in 2010 and Andreessen Horowitz recently led its Series C, which raised $37.6 million for Lytro’s push into consumer markets this year. Board members include Mike Ramsay, consumer products pioneer and TiVo co-founder; Ben Horowitz, general partner at Andreessen Horowitz; and Patrick Chung, partner at NEA. Advisors to the company include two Nobel laureates, Stanford physics professor Douglas Osheroff and physicist Arno Penzias, as well as Intuit cofounder Scott Cook, VMware cofounder Diane Greene, Dolby Labs Chairman Peter Gotcher, and Sling Media cofounder Blake Krikorian. Lytro has assembled a world-class team of experts in areas that include engineering, design, computational photography, computer graphics, high volume manufacturing, high volume distribution, and consumer marketing.

The first Lytro camera will be available for purchase online later this year. For a demonstration of living pictures, visit the Lytro Picture Gallery To reserve a camera, visit

For additional commentary on Lytro’s innovations, visit Ben Horowitz’s blog:


About Lytro:
Lytro is transforming the camera into a powerful computational photography platform and making conventional cameras a thing of the past. The company was founded in 2006 by CEO Ren Ng, whose PhD research on light field photography won Stanford’s prize for best thesis in computer science in 2006 as well as the internationally recognized ACM Dissertation award. For additional information, visit

* “Digital Still Cameras: Devices, Features, Lenses, Sensors, and Semiconductors,” In-Stat (2011)

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Tuesday, June 21, 2011


Guest Blogger: Meg Rain

I was fortunate enough to make a visit to New York City this past New Year’s to visit a good friend of mine that’s living in Brooklyn and pursuing his dream to be an actor. I was surprised that my trip wasn’t cancelled due to the hellacious snowstorm the Northeast endured. Even though the weather was cold and the streets were filled with slush, my visit was not soiled. I was able to get some pretty sweet photos during my stay! Check’em out!

Since my friend knows I’m a huge street art junkie, he made sure our first stop was 5 Points in Queens right by the train station. I was in graffiti heaven!

I think it’s kind of funny that I went to NYC and was disappointed by the 3 foot of snow. What was I thinking? It was January and I was in NYC, of course there would be snow! I must admit, the snow did add its own flair to the city and the photos I was able to capture.

I didn’t have any interest in being in Times Square for the dropping of the ball on New Year’s Eve, I know you all might think I’m crazy for missing such a once in a lifetime opportunity, but to be completely honest, I’m not a huge fan of large crowds and standing in 20 degree weather for extended periods of time!
    Just because I wasn’t there to see the ball drop doesn’t mean I had no interest in seeing Time Square in full-effect. I wanted to feel the energy, see the diversity, and be encased by the sound curtains of urban progression! I wanted to get a taste of the street vendors with their framed art, handbags, religious jewelry, and other tourist must-haves.

I also made sure to swing by the monumental Radio City Hall, and needless to say, I was happy as a clam!

I thoroughly enjoyed all the lights and energy NYC has to offer. I was shocked when I saw some window artwork outside of ELEMENT that’s similar to my own style of work, so of course I had to document it! 

I felt like I stepped into a time machine and was in the future while walking around Times Square and seeing the bombardment of ads, lights, and words. There was just too much to take in. I was only fortunate to stay a few days. It simply was not enough time.

I need to plan a trip back very soon, that’s for sure!

All images © by Meg Rain

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Sunday, June 19, 2011

Google: Search by Image

YouTube link:

by - Now you can use an image instead of words to start your Google search. Go to

Category: Science & Technology
Tags: google, technology, search by image

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onOne Software Announces Perfect Layers 1.0 Availability

New product provides photographers using Adobe Photoshop Lightroom and Apple Aperture with streamlined functionality for creating and working with layers, offering new creative possibilities.

onOne Software, Inc., a leading developer of innovative, timesaving solutions for professional and advanced amateur photographers, today introduced that Perfect Layers 1.0 is now available. Perfect Layers gives photographers the ability to easily create and work with layered files in their workflow application of choice. Perfect Layers supports the creation of layered files that can be opened and edited by Adobe Photoshop software and can be used directly from within Adobe Photoshop Lightroom software, Adobe Bridge and Apple Aperture.

“We have been delighted at the positive response we have received from the Perfect Layers Public Preview and are excited to make Perfect Layers 1 available immediately,” said Craig Keudell, president of onOne Software. “Since the launch of the Preview, we have heard from photographers that they appreciate the elegant and streamlined experience Perfect Layers provides for creating and working with layers directly from Photoshop Lightroom and Apple Aperture. Because Perfect Layers has been designed to fit seamlessly into the photographer’s workflow of choice and to provide an uncluttered and focused user experience, we are confident that it will become an indispensable part of the digital photographers toolkit.”

Top Features in Perfect Layers

Create layered files from within Lightroom and Aperture — The ability to have multiple layers in a single file is a great benefit and provides unlimited creative options when enhancing an image. With Perfect Layers 1.0 photographers can create or open layered files from directly within Lightroom and Aperture. This means photographers can combine multiple images managed by Lightroom or Aperture into a single image. They can also open existing layered Photoshop (PSD) documents from within Lightroom and Aperture. Some examples of how Perfect Layers can be used include:

Merging two or more exposures of the same scene into a single image and masking in the desired portion of each exposure.

Compositing multiple images, such as action shots, becomes a simple task with Perfect Layers.
Blending images together with blending modes. Blending layers together is a great way to stylize and enhance a photo as well as to retouch a portrait.

Files that have been created with Perfect Layers can be opened with Adobe Photoshop and Photoshop Elements for additional editing, if desired.

Masking Brush — Control how much of each layer is visible by using the MaskingBrush created originally for PhotoTools 2.6 and FocalPoint 2. Similar to using a layer mask, the MaskingBrush can be used to reveal or hide selected areas of a layer. The layer masks created by the MaskingBrush are non-destructive and can even be re-edited with Photoshop.

Masking Bug — Create gradient masks for making vignettes and graduated filter effects with the MaskingBug from PhotoTools 2.6. As with the MaskingBrush, the MaskingBug is non-destructive and can even be re-edited with Photoshop or Photoshop Elements later if desired. If you use a Wacom pressure sensitive tablet, you can even control the brush size or opacity by how hard you press while painting the mask.

Blending Modes — Perfect Layers not only brings the power and creativity of blending modes to Lightroom and Aperture, but also provides real-time previews of each blending mode before applying it to the selected layer! Blending modes determine how two layers interact with each other. For example, you can blend a black and white version of an image with a color version to get a very dramatic and stylized look or you can duplicate a single image and change the blend mode to make the colors pop. Perfect Layers includes the following blending modes: Normal; Lighten; Darken; Screen; Multiply; Overlay; Soft Light; Hard Light and Color.

Color Fill Layer — Create new layers filled with a solid color. Perfect Layers includes presets that simulate common color correction and black and white conversion filters. The built-in masking tools can be used to selectively place and control the strength of these color fill effects. Additionally, the Color blend mode is especially useful with Color Fill Layers to give images a special effect.

Adjust Layers — The streamlined interface in Perfect Layers contains all the controls needed to size, align and reorder layers. A number of useful blending modes offer the ability to dramatically alter images by changing the brightness, altering the color or even creating special effects. All the adjustments can be easily modified. Perhaps the most understated feature is that Perfect Layers does not try to be a full-fledged replacement image editor. The simplicity of Perfect Layers and the tools provided allow photographers to be able to quickly do what they want to without having to wade through dozens of tools they’ll never use.

Perfect Layers 1.0 is available immediately at Perfect Layers 1.0 is available as a standalone product at the special introductory price of $99.95 until June 30th. From July 1, 2011, Perfect Layers will be available for $129.95 and included as part of the Perfect Photo Suite 5.5. Owners of Plug-In Suite 5 can upgrade to Perfect Photo Suite 5.5, which will include Perfect Layers, at no additional cost.

About onOne Software
onOne Software, Inc., a leading developer of innovative software tools for photographers, develops timesaving software solutions for professional and advanced amateur photographers. onOne Software solutions have been created to help photographers spend more of their time behind the camera taking pictures instead of the computer workstation. The products include a wide range of easy-to-use applications and plug-in enhancements for Adobe Photoshop, Photoshop Elements, Photoshop Lightroom, Apple Aperture applications and the iPhone and iPad. Founded in 2005, onOne Software is a privately held company located in Portland, Oregon. For additional information, visit or call 1-888-968-1468.

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Hasselblad Bulletin: reasons to believe

Tens of thousands of Hasselblad devotees around the world are now regularly visiting our new Bulletin webpages – and frequently coming back for more.

Awesome. That’s the word we’ve chosen to describe the response we’ve had to Hasselblad fledgling Bulletin communications initiative.

Bulletin is a work in progress as we continue to refine, tweak and hone our content. But it’s great to know that we are moving in the right direction. Your comments, requests and ongoing input are very important to the success of this project as we move forwards. Says Maxi Schumacher, Global Communication and PR Officer: “We want Bulletin to be a ‘drip-feed’ source of inspiration to all Hasselblad enthusiasts across the world who seek latest information about our products and a vibrant, proactive interaction with us and their contemporaries visiting the site.”Awesome. That’s the word we’ve chosen to describe the response we’ve had to our fledgling Bulletin communications initiative.

Bulletin is a work in progress as we continue to refine, tweak and hone our content. But it’s great to know that we are moving in the right direction. Your comments, requests and ongoing input are very important to the success of this project as we move forwards. Says Maxi Schumacher, Global Communication and PR Officer: “We want Bulletin to be a ‘drip-feed’ source of inspiration to all Hasselblad enthusiasts across the world who seek latest information about our products and a vibrant, proactive interaction with us and their contemporaries visiting the site.”

Latest ‘calls to action’ include: a new upgrade to the popular EVENTS section in which you can access events listed by country, date or name, and a brand new Hasselblad ‘Wish List’ which you can use to submit any rational and realistic wishes/ideas you may have around product or service (other than complaints or repairs issues). Additionally, (and you are just going to love this) we are developing exclusive video tutorials to enhance our ‘Tips&Tricks’ section. So, if you have any ideas of your own that you feel appropriate to this element of Bulletin why not use the ‘Wish list’ function to let us know?

Our Question of the Month is proving to be another big hit with a very high uptake. This is another direct communication channel for Hasselblad fans – and we are giving away a copy of our Hasselblad Masters Book Vol. 2 Emotion, each month to a participating photographer who will win the volume on a random ‘lucky draw’ basis.

Our AROUND THE WORLD section hits the spot for digital and film aficionados alike. We’re seeing many hundreds of images uploaded – for the opportunity to be part of an international showcase. And do keep it up – but please remember: One image only per photographer. Adds Maxi: “Here’s what three photographers whose work is galleried on AROUND THE WORLD told us:

Juan Montanana from Spain said: ‘I just love the new format and look forward to the next issue. Thank you.’
Dean Yeadon added: ‘I am so honoured that you published my work on the site.’
And Greek photographer Dimitris Poupalos concluded: ‘I shot my image with an H3D-39 and I am thrilled to have my picture published.”

Alongside our weekly website news, our monthly Bulletin and Hasselblad Owners’ Club photo of the month programme, we also offer you our prestigious online VICTOR magazine. As Hasselblad’s Global Sales and Marketing Director, Chris Russell-Fish says: “Photographers across the world need to know that with Hasselblad they are buying into far more than just a camera. They are part of a family. We are not just selling a very smart capture device in a box – we are establishing and reinforcing a completely new Hasselblad imaging community environment.”

The next issue of BULLETIN is available online at

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Friday, June 17, 2011

Understanding Digital Demand Explosion - PicScout

by  - PicScout, the information company that leverages fingerprinting and image recognition technology, offers image creators and suppliers a convenient way to connect up with image users anywhere online. Thanks to the Internet and new digital devices, user consumption of digital content has increased exponentially. PicScout serves as the growth engine for the awakening picture market. For more information, visit

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Monday, June 13, 2011

F Stop - Think Inside the Square

To celebrate the forthcoming Ballarat International Foto Biennale (BIFB’11) and the acclaimed exhibition NOW and WHEN Australian Urbanism, BIFB and Federation Square are excited to present a new photography competition, F Stop. F Stop takes place at Federation Square from Wednesday June 1 to Sunday July 24, 2011. The competition is a study of the built form that makes up Federation Square, as well as the people and events that inhabit it. The entry rules are simple yet invite creativity and consideration.
  • Each entry into the F Stop competition must include four photographs.
  • Each photograph must be taken at Federation Square and the four photographs must include the letters B, I, F, B.
  • One letter per photograph.

Judges are Kate Brennan, Chief Executive Officer, Fed Square Pty Ltd, Stephen Zagala, Monash Gallery of Art Curator and Julie Millowick, Photographer and Lecturer of Photography and Photojournalism and judging will take place on Friday July 29.

Prizes are awarded separately for both amateur and professional photographers and include places in the John Gollings Masterclass at BIFB’11 on Sunday August 28, one night accommodation in Ballarat and Lowepro camera bags.

The winning images will also be displayed on the Big Screen and the Atrium Screen at Federation Square and at BIFB’11 during the months of August and September.

F Stop
June 1-July 24, 2011
Entry: $10
Enter via website:

NOW and WHEN will be held as a special event at BIFB’11 from August 20 to September 18 at the Art Gallery of Ballarat. NOW and WHEN is a major project of the Australian Institute of Architects, who are committed to the Australian exhibition at the Venice Architecture Biennale. The exhibition is conceived and developed by Creative Directors John Gollings and Ivan Rijavec, and its showing at the Australian Pavilion in the 2010 Venice Architecture Biennale attracted record-breaking crowds of over 93 000 people.

Ballarat International Foto Biennale
BIFB aims to promote photography in all its forms, to educate, inspire and question by presenting photography from the world to Australia and from Australia to the world.

NOW and WHEN is a major project by the Australian Institute of Architects

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Retrospective Exhibition of Iconic British Photographer Duffy in Australia for the First Time

Ballarat International Foto Biennale (BIFB) presents a retrospective exhibition of photographs by iconic English photographer Brian Duffy to be exhibited at BIFB’11 from August 20-September 18. Duffy was known as one of the “terrible three” or “the black trilogy” and defined the image of the 1960s along with fellow celebrated British photographers Terence Donovan and David Bailey.

“There is an actual pleasure in making someone look beautiful” mused Duffy. Working at a time when Britain defined cool and the photographers, not the models, were the stars, Duffy’s photographs cover the gamut of themes from fashion and celebrity to advertising. Along with his contemporaries, Duffy’s photographs heralded a new era, breathing new life into commercial photography and magazines in 1960s conservative Britain, making the images come alive. Bailey, Donovan and Duffy, three working-class photographers, stirred up the industry with little regard for the pretensions of the old guard. Duffy himself said at the time that, “Before 1960 a fashion photographer was tall, thin and camp. But we three are different: short, fat and heterosexual.”

After originally studying painting and dress design in London, and after declining a job from the House of Balenciaga in Paris, Duffy chose to make the transition to photography, “a darn sight easier then drawing” he said. Duffy went on to work for publications including British Vogue, Harper’s Bazaar, Esquire and French Elle. Alongside his fashion photography, Duffy’s advertising and celebrity photographs will also be exhibited, including the iconic “Aladdin Sane” image of David Bowie as well as images of Michael Caine, John Lennon, Black Sabbath and Arnold Schwarzenegger.

In 1979, inclined to drama, Duffy decided that he had; “nothing more to say in photographs. I’d taken all the snaps I’d needed to take,” and burnt the majority of his negatives. Prior to this Duffy eschewed holding an exhibition, conceding, “I’d never thought of it, never wanted it. I just thought a photograph was almost immediate and for immediate use. The next day the whole thing of wrapping your fish and chips in it.” Only recently, through the work of his son, Chris, are Duffy’s photographs being exhibited and BIFB is proud to present the first ever exhibition of the photographs of Brian Duffy in Australia.

Ballarat International Foto Biennale
BIFB ( aims to promote photography in all its forms, to educate, inspire and question by presenting photography from the world to Australia and from Australia to the world.

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Saturday, June 11, 2011



GOLDEN, CO. (June 1, 2011)…PENTAX Imaging Company announced the PENTAX O-GPS1 unit designed for recent PENTAX digital SLR cameras. This new, versatile, weather-resistant GPS unit tracks both basic geographical and celestial body location data for earthbound and astrophotography purposes.

Mounted on the hot shoe of select PENTAX digital SLR cameras,* the O-GPS1 unit records latitude, longitude, altitude, and universal time coordinated (UTC) of shooting locations with captured images. Image files with this GPS data may be used to track shooting locations and review location data on a personal computing device. The GPS location data also helps sort and file recorded images.
* Compatible models are the K-5, K-r and 645D (as of May, 2011). Some of the O-GPS1’s functions may not be available when used with the 645D. Compatible PENTAX digital SLR camera bodies must be updated with the latest firmware version for proper O-GPS1 functionality.

In addition to location data, the GPS unit works with the PENTAX Shake Reduction (SR) system to offer unique, advanced applications, including Astrotracer, Simple Navigation and Electronic Compass. Together, the PENTAX O-GPS and associated applications offer several key functions:

• Geotags images for location information on popular photo sharing websites.
• Charts progress of a hike, bike, boat or other adventure trip with interval position tracking.
• A separate, efficient power source will not drain the camera’s battery during GPS operation.
• Supports terrestrial-based Wide Area Augmentation System (WAAS) for highly accurate positioning.
• An Electronic Compass function assists navigation.

The PENTAX O-GPS1 unit will ship in July 2011. It is available for pre-order now on for $249.95 USD. More information is available here:

PENTAX Imaging Company is an innovative leader in the production of a variety of adventure ready digital cameras including weather-resistant digital SLRs and stylish, compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For more than 90 years, PENTAX has developed durable, reliable products that meet the needs of adventurous consumers and businesses. With headquarters in Golden, Colorado, PENTAX Imaging Company is a division of PENTAX of America, Inc.


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IMSO - Image Source Launches New Blog

Introducing IMSO (pronounced I’m So) - the new blog brought to you by Image Source, providing news and insight on the imagery setting agendas in advertising, marketing, design and culture.

IMSO site is bought to you by Image Source:

Image Source is the world’s leading producer of premium royalty free imagery, motion and Cross-Media content. Headquartered in London, UK, with a regional office in New York, the company also supplies imagery through over 200 partners worldwide.

In 1999, Christina Vaughan founded Image Source with the challenge to become a different kind of photography agency – one where royalty free photography was produced to the same quality standards as traditional Rights Managed. We have since spent 10 years producing some of the most respected Royalty Free stock photography in the world.

We now bring that knowledge and passion to every part of our business, including our new line of Rights Managed imagery, as well as our representation of exclusive, unique and best of breed third party image brands, both on our own platform and via our 200+ strong worldwide distributor network, the largest network in the industry.

Whether you are a designer, art buyer, professional image user, photographer or content producer, we are here to help you create, distribute, buy and sell extraordinary visual content, and we take your work as seriously as our own.


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Sunday, June 5, 2011

iPad Photography App: Adobe Color Lava: Adorama Photography TV

YouTube link:

by - This week Mark reviews Adobe Color Lava, an app that lets you create color palates. With Adobe Color Lava, you can mix and match colors and then import them instantly, into Adobe Photoshop CS5 on your desktop or laptop computer. You can select colors from photos, or create them from scratch by "digital fingerpainting."

Download Adobe Color Lava and the rest of the new Adobe trio of Photoshop CS5-connected apps for the iPad:

Category: Education
Tags: Adobe Color Lava, ipad, adobe photoshop, fun, adorama, photo, mark wallace, digital, photography, manipulation, Adorama TV, apple, youtube, IPad app, ipad app review, Apple iPad, Adobe Apps, digital photography, review, photo editing, Adobe App, special effects, snapfactory,  studios, snapfactory

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