So what's the big deal about medium format cameras you ask?

It's all about the size and scale of image capture that can be achieved with a digital medium format camera system like the Hasselblad.

I have been shooting with the Hasselblad medium format platform for some years now and the tonal range, the detail, the depth and accuracy, the level of precision that can be achieved with a Hasselblad medium format camera is truly outstanding.

It requires another level of commitment to detail and quality that translates in to beautiful work, whether its for products, portraits, landscapes or even for street photography.

I know that I'm going to get the highest quality images when I use my Hasselblad, but I also need to make sure that I step up to meet the commitment that the Hasselblad demands of the photographer in order to get the best from the camera. This is not a point and shoot camera, this is not the same camera that I take with me when I am capturing images at a festival like #WOMADelaide, this is not the camera that I use when I location scouting.

This is a serious camera system designed to deliver the highest quality images that I can expect from my equipment, in order to deliver the best quality images to my clients and customers. No compromises

The Hasselblad system demands respect, requires focus and consideration, planning and commitment and in return delivers unparalleled image quality, which I am completely confident will meet the needs of even the most demanding clients and customers.

Its a visceral experience using the Hasselblad system; its significantly bigger than the usual digital camera systems, it weighs more, it requires more concentration to set up before use, it comes with lenses that are almost as big, heavy and technical (they're leaf shutter) and when I press the button to take a shot I REALLY know about it because of the amount of physical noise it produces.

Regardless of of these minor things what really makes the use of my Hasselblad such a joy is that the entire process takes planning and consideration. It takes a slowed down, almost meditative process where each step is thought out, analysed and dealt with in a carefully managed way.

The end results are images that are hard to match and beautiful to see, as well as being some of the biggest digital files I've had to process.

In the end its all worthwhile, because the quality is in my view unparalleled and unequalled. Whether I'm working with clients for a food photoshoot, a portrait photoshoot, at a wedding photoshoot, or a product photoshoot I know that when I pick up my Hasselblad I am confident that what I capture will deliver the results that I expect from my camera system and that my clients will appreciate.

As visual storyteller I am always striving to to be able to convey as much as I can though my photography, using the best tools to help me capture and deliver the best quality that I can.

My Hasselblad is my preferred platform to make that happen - more than just image