07/23/2026
Magic, I’ve been thinking a lot about that word lately. Magic is an illusion created to fool the masses.
I’ve been a photographer long enough to remember shooting with film and the anxiety of waiting for the film to develop.
Touch ups were made with colored pencils. We didn’t have the magic wands of digital photography, Lightroom, or AI.
We have filters that our work has to pass through in order to be released.
1. Is it true?
If it’s not true we don’t pass it on to the general public.
2. Is it our craftsmanship?
We won’t allow someone or something else to create our work for us.
I’m asked a lot if I use AI because when I post an ad, social media will place a created by AI Tag on it. I understand the reason for the tag and especially in the day we live.
Take the ad below for example…
Did we take the picture? Yes we did. Did I sit and personally edit the photo? Yes I did. If you saw this man on the street would you recognize him? Yes you would.
Did I use AI to create the ad? The truthful answer is yes I did. I told AI what to do and it did it much like a painter tells a paint brush to do.
So the magic of Lightroom, photoshop,PicMonkey and AI are only tools. You can take anyone of these tools and create a picture that isn’t true.
I’m proud of our work, I’m proud of what we release and I’m proud that we have the tools at our fingertips, not to create the magic but to tell the story more effectively.
The magic is already there in you. We just tell your magical story in truth, with the tools in our hands to tell it effectively.