For Nick Vedros, every face is a remarkable expression about to happen, and every still life is a potentially moving moment. "The photo must be an interpretation of what the client needs," says Vedros. "My role is to serve as the visual interpreter of concepts. I translate the message using the most appropriate style."

Vedros' artistic drive and attention to detail express a personal commitment to craft and a respect for the inherent power of the medium. "I truly believe that we have in us - all of us - a common memory chip that tells us whether or not a photograph works. Therefore, since everyone is able to judge me, I not only welcome that, I strive to meet that judgement head-on."

His distinctive images have helped to promote Apple, Compaq and Dell computers, Southwestern Bell, Eastman Kodak, Sony, 3M, Nissan, BP America, Shell, Mastercard, Royal Caribbean, IBM, Microsoft and Uniroyal.

Vedros' impressive list of professional credits include: 1995 Studio Of The Year from Studio Photography magazine, numerous art directors club awards, including a Grand Effie for his role in the Apple campaign, formal recognition and critical praise from Communication Arts, Zoom and Graphis. Additionally, Nick was selected by Eastman Kodak as one of three American photographers to conduct their worldwide Professional Photographer Forum. He was also chosen to join the Hasselblad University faculty in 1994 and recently participated in a Canon USA project called "A Special Way of Seeing."