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Patina is a small flooring manufacturer specializing in high end, custom wood reproduction flooring. They were having problems with photography.
The photographers they were using were fine interior photographers who lost track of the product they were supposed to be featuring - the wood flooring.
Their photographs showed lovely rooms which happened to have nice floors. I changed the visual focus to emphasize the flooring where the room was also there communicating the type of house that chose this very expensive flooring.
I did this by using a wide angle lens and lowering the 4x5 bellows camera right down to the floor level. This showed the texture and detail of the wood very large and well defined in the foreground yet allowed the eye to zoom up the shot and see the included room and its furnishings as well. This serves to not only set the level of quality of the house itself but shows how the flooring looks when installed.
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