Exclusives

Rodney Rascona

AUTO-Biography

Meet International Image maker Rodney Rascona

Digital Enhancements
None of my images dealing with humanitarian issues is retouched to alter the scene or what really was happening there. If the child was wearing a red dress, I don’t try to play around and change it to blue. I will clean up the image and balance whatever needs to be balanced but this is usually in the areas of contrast and hue, taking in to consideration the computer process if the images are going online. In the end, it doesn’t really matter.

As long as the image conveys the message, the image-maker intends, it doesn’t matter really what you do. However, I say this with a strong underline that journalistic work or even reportage work needs to be left alone, to be an honest image because they’re usually portraying human issues with their imagery and need to give the viewer the truth of the moment that was captured. I only enhance the image if it is needed to make the image more saturated dealing with contrast issues as I said earlier, not because I want to alter the reality of the captured moment.

When it comes to commercial work however, like auto assignments, I strive for a pure image and it is achieved by whatever method we need to employ to get that image. I am hired to make images happen and the environment isn’t always a good one nor is the weather cooperative or the drawn angles desired always achievable in reality. The creative team/agency/client that hired me receives my very focused attention and I work really hard to meet or exceed usually, the photographic needs for their design or Ad or campaign. I take the work seriously and pursue creating images of excellence in my commercial work and seek out to create images of consequence, in my reportage work.

As for digital, I use digital work processes but view the camera system as a tool and therefore I use it as the work or project requires and not always just because it is digital or the trendiest thing to use.

Intro
Early interests
Car Specialist
Commercial Imagery
Creative challenges
Social Causes
Africa Attracts
Personal schedules

You can find out more about his work by visiting his website www.rascona.com  |  www.rasconastock.com


In advertising not to be different is virtually suicidal.
— Bill Bernbach