Past Advertisements from Fall of 2008 through 2009

While some have come in banners, postcards and freestanding place boards, other advertisements that I've photographed for, made their home in various consumer magazines, and in billboards from the Los Angeles' Grove to New York's Time Square.

I have been fortunate to have had such great clients this past year and look forward to their new campaigns and appreciate their steadfast loyalty.

SANTA MONICA SUN | Westside Today

Cover and feature photography by Rush Varela.
Jazmin Whitley is a very talented, young fashion designer that is about to premier in her own reality show on MTV, August 18th.

SANTA MONICA SUN | Westside Today

HYPE Style Campaign

Once again, I gather my equipment and drive a couple blocks from the studio to the location where we are shooting the advertising campaign for HYPE Style; conveniently next to a cafe. Arriving at 7, I immediately begin unfurling the equipment for the ready and start setting up for the first planned shot of the day.

The set is a beautifully refurnished trailer within an eclectic garden environment. This scene will be shoot with some vividly colorful dresses that play well with the colors of the flowers and the set.

The crew, talent and clients arrive about 8 and everyone gets busy preparing for the first look. Hair and make-up do a splendid job making the models look perfect for the scene.

The models are accessorized with HYPE purses and shoes. On my second cup of joe, I get to work directing the models and making sure the lighting looks great.

One of the ads you'll be seen very soon in print.

Wurstkuche is a sausage restaurant in the Arts District of downtown LA. I love the food, beer  and atmosphere there, though the name is prone to being mispronounced in what I think is a funny way. Since I am a visual person, a visual pun is in order.

For this shot I used two light sources, the sun and one profoto head to separate the model's head from the dark background and give his face more emphasis.

Creative Destruction and Don't Look Back

Welcome to my Blog. Periodically I will be divulging, in words and images, my professional and personal experiences, and supplement my imagery with insights into my thinking process and technical workflow of a final piece. 

Creative Destruction is a term I borrowed from Allen Greenspan, though I define it as creating with visionary ideas that supersede those of the present and traditional past (It might sound fairly vague at first but will be realized after a while;).