Rob on Dyna-Lite:
"Having distinctive lighting is about finding a finer degree of finesse. A little bit more contrast here, a little bit deeper there, keep refining, until suddenly you have found that magic factor. The dynamics of light and shadow move the readers eye exactly where you intended it. The lights are a fluid part of the process - continually being adjusted as the shot evolves. The 2040 heads are so light and simple, that adjustment is effortless. Having radio-sync built in was a brilliant stroke. The smaller 500 watt second packs have become my standard, since going all digital. I require less power and I have the advantage of faster re-cycle.
Dyna-Lites have a clean comprehendible control system. Compact, fast, functional and a Variator too. They are durable enough for the hard road. They are consistent enough that printers have called saying 'Whatever you're doing, don't change it.' They are light enough that I can appear very generous and offer to carry the lights.."
Rob Van Petten's fashion and lifestyle images are a dynamic play of models in motion against a strong colorful background. Metal textures, modern architecture, cosmic lighting, and computer manipulation combine to dazzling effect. Rob's use of lighting goes beyond illumination of the scene, integrating a sense of the energy of the light itself into the image.
Our VIP page contains images from Rob's current portfolio, "Near Future", a colorful collection of fantasy future illustrations. These pictures tell a short story, a whimsical future fiction. The toys are techno, the action is fun and fashionable. The images represent his contemplation of the moment when e-commerce and entertainment merge, which he considers a challenging convergence.
Rob was born to a Navy family and travelled extensively. He began to document his family travels in Japan at age 10. At age 12 he borrowed his father's Nikon and never gave it back. He has been heavily influenced by Japanese design and dedication to detail. Rob received a photojournalism degree from Boston University School of Public Communication, and was photo editor of the BU News.
He had an early introduction to the digital world while developing marketing images for Data General, Digital Equipment, Leading Edge, and other computer giants. He helped to build product identities for Reebok, Timberland, Tommy Hilfiger, Robert Mondavi Winery, Levis, American Express, Converse, Gillette, Clairol, Bose, Polariod, and Kodak.
Rob has travelled around the world shooting fashion catalogs for Talbots, Carroll Reed, Johnny Appleseeds, Bob's Stores, Filenes, Thom Mcann, and Foot Locker among others.
Rob has won numerous Andy and Art Directors Club Awards over the past 30 years. In 2005, his web site robvanpetten.com won the FWA award, the TINY award, Yahoo Favorites and Best Flash Design Golden Award. He has been featured in Photo District News, American Photo, and Studio Photography and Design. He is a member of the Mentor Series for American Photo and Popular Photo Magazine. Recently his articles have appeared in Nikon World, Nikon Pro, Kodak Pro Pass and Popular Photo.
Rob Van Petten has also written chapters and contributed images for two books published in 2005, Studio Lighting Solutions by Jack Neubart (PDNpros/Amphoto) and Digital Fashion Photography by Chris Tarantino.
