Pride Industries IN THE STUDIO

Pride Industries an update to their web site

I have done their annual report for a long time and Pride wanted to go in a different direction, open ears we came up with a plan and a cost effective solution to put new life into their web site. They wanted to have new people shots, so we decided to shoot in the studio and shoot many variations with different props.

We had a team approach, we thought it would be best to use professional models and we had great talent to pull this off.

We wanted to show simple clean shots of how they actually work in the field.

Simple clean shots

It was important to show all aspects of the kind of work that they do. All of these images have a place in their web site and can be used for years.

Nice smile and we have a good selection of people to give some diversity.

Having a great make-up artist like Jean Fox , a second set of eyes always helps when you have to deliver clean colorful images

We wanted to show individual shots of people so we would have a great selection of images to work from.

I always like to have fun no matter what I do and let’s end up with a fun shot. I just like having the models get in the cart, smile , just doing something different.

I hope you enjoyed my artistic vision with Pride Industries. Look to the next shoot on location at Vision Service Plan.

Ed Asmus

Ed Asmus Photography

Corporate shots

My good friend of mine wanted some professional shots of his  
granddaughter who wants to be a professional singer. Come to the 
studio and I will help her get to first base with photo's. I think it 
was a good start.


Shot in the studio, with a Broncolor Move system and a Para 88 fashion umbrella. This is the raw file, no retouching, no make up artist. She definitely needs some re touching to smooth the skin.


In a separate portrait program, I added skin smoothing, added eye 
shadow, eye liner, changed the color of the lip stick, and made her 
cheeks stand out. Wow!


All the same re touching as the above shot, clean and simple.


All the same re touching as the above shot but in a new layer, I 
wanted to soften the background, to give a different look to the finalimage.


I like having the freedom to be creative, it always allows my vision to come thru in this portrait.  In a portrait program, enhanced the face, then in a separate photoshop program, I added a layer the make it look like a caulk painting, then came back in and erased the effects over her face. I think the final results with no makeup artist,  look amazing. Just having these tools at your finger tips just opens up many possibilities.



Anything is possible this might be an album cover. I next shoot might be on location maybe in some old alleyway.


For more of my work please visit

Ed Asmus

Architectural People Photographer

PZ Structural Engineers Interiors

_Q8A8183.jpgAll of my work I actually do a pre production walk thru, shoot digital images and put those images into a 8 1/2 x 11 proposal.  This answers many questions, best times to shoot, address cleanup and from the scouting shots everybody is on the same page.

_Q8A7930.jpgClean simply bold with the use on contrasting colors and artwork.

_Q8A7936.jpgMany angles to choose from which show off the space.

_Q8A8110.jpgWith the help of the staff all of the interiors were clean, ready to shoot all I had to do was pick the best time of the day and accessorize the shots.

_Q8A8035.jpgSome of the shots, I shot from an elevated position to get a bird’s eye view.

_Q8A8399.jpgI  like to add people to humanize the space when its appropriate, adding motion with a slight blur just makes it look like the space is being used.

_Q8A8436.jpgFrom the pre production scouting we were able to choose what is best for this shot, on a week day we had distracting cars out the windows, on a weekend no cars and by setting up cones in the parking lot we were able to make this a clean and colorful shot._Q8A8525.jpgWith the help of Cameon at PZ, we were able to have some staff available for this shot, clean, real, colorful and bold.

_Q8A8503.jpgLet’s just make it free real, not staged and this works real nice.

_Q8A8468.jpgMy day started here at 10:00 in the morning, then we took a break, came back one hour before dusk to shoot the people shots and shoot any dusk shots. My fees were split with three clients and the furniture manufacturer came on later to buy usage on images.

In the end, I am happy, when I please myself, my standards are always set high, everybody is happy and that’s what is all about delivering your artistic vision every time.

Ed Asmus

Architectural People Photographer


916 996 7560

Farm Credit West, Yuba City, California, USA

Project: Farm Credit West, Yuba City, California, USA

Client: Borges Architectural Group

I always prefer the natural light at pre sunrise and it usually depends on many things like building orientation is a key factor. Shooting under quiet light allows for the inside of the building to come alive. Mother nature at times always raises her ugly head, with this project moisture in the exterior panels, either retouch or reshoot and I have the luxury to do it the right way “RESHOOT” at dusk.


Here is a final image retouching taking out the moisture, it works but but let’s see what happens on a reshoot without the moisture.

Here is a final angle with photoshop retouching looks great but we need to add some punch of color at least there is no moisture in the exterior panels and it’s better having the sunset reflecting on our problem wall.

OK pretty happy like the punch of color and the little bit of blue light reflecting in the glazing which pulls your eyes into the final composition.

Always nice to have a straight elevation, shows off the signage.

Slight variations five feet this way, more dramatic roof lines anything is possible when you there at the right time, timing is everything.

Lets move more to the front of the building to be able to capture some of the signage. I think my bases are covered, great shots at dusk, short deadline, magazine add due by 10:00 the next morning. One of my friends calls me the Postman because I always deliver.

I hope you enjoyed a just look at the Farm Credit West building in Yuba city, Ca.




Cherokee Memorial Park Chapel, Lodi, California, USA

Client: WMB Architects, Stockton, California

Project: Cherokee Memorial Park Chapel, Lodi, California


Working with a new clients they furnished me with a site plan and floor plans of their project. I always educate my clients that it is better to scout a project first, shoot some digital images, put them into a proposal  to tie down the scope of work and address any problems prior to the photo shoot.

Scouting shots nine pre production pages that went out to the client.

Shot at pre sunrise, perfect natural lighting with the sun acting as a fill light to fill in the shadows on the east elevation. The only problem these building are designed to be so energy efficient that we were not able to over ride the timer to get all of the lighting on which is crucial for this shot. I did budget my time for being there at pre sunrise and at dusk, I just have to come back, maybe from years of experience you have to have some wiggle room.

We quickly move into the interiors to grab some shots so we can have the partial sunrise out the windows. “Looks Good”

I still wanted that dark blue light out the exterior windows for color and contrast, “Timing is Everything.”

 Let’s grab one exterior just prior to sunrise so we can have some kind of a glow in the glazing, from the natural light. Somethings just are out of our control like the lighting and controlling the timers.

Back at dusk and almost a perfect shot no lights came on, on the columns on the left had side.

A straight elevation works real nice here and it is also nice to be able to see into the interior of the building.

Nice to have a little color in the sky. I think my new clients are very happy with the work and they gave me six more assignments. It would have been nice to have everything work perfect but not having the columns lighted, my hands get tied but still a great shot.



Ed Asmus

Architectural People Photographer

916.996.7560 Cell

Sutter Health Medical Lab Livermore, California

I would say 90% of my work involves a pre production scouting to tie down and to address any problems prior to the photo shoot. I this case minimum of 1.5 hours of driving plus traffic.


This is a working facility 24 hours a day, extremely cluttered and lots of coordination on the scouting shots to make this run seamless on the final photo shoot. I had 15 pages of scouting shots, our clients identified our final shoot list, and we set everything in motion. All of our final selections we worked with Sutter Hospital to make everything as clean as possible for photo’s. We arrived at 5:00 am in the morning before we had lots of staff.

You can see on the scouting shots on page 12, this was almost an impossible shot to pull off without pre production and the help of Sutter Hospital. Pretty clean and colorful without taking down all of the paperwork on the machines.


Attention to detail is a must for this kind of work. Turning on the computer and the equipment lights on the right hand side just adds so much color and depth

The same shot as above just moving to get a 3/4 view. What you do not see in the finals is all of the retouching removing the tape on the counters.

I try to keep it simple, add color where needed and accessorize the shot to make it look and feel real.

This is a very clean shots, what you do not see is all of the power cords being removed from the final image.

Basically the same shot as above but let’s move in closer for more of a visual impact

Let’s rotate the camera and shoot an approved shot on our shoot list. Lots of power cords to photoshop out of our final image.

Our final shot we need to shoot from an elevated position. This could be done from a ladder, then you have to secure the camera to the ladder, what I do is bring a heavy duty light stand on wheels easy attachments for the camera support, view finals from a ladder and shoot with a camera release so there is no movement on our final images. It’s a wrap back in the car heading to the studio.

The scouting shots went out to multiple clients to help share in the costs up front and we had three clients share in the final costs and win win for all parties.

I hope you enjoyed looking how you make something difficult easy to shoot.


Ed Asmus

Architectural People Photographer


Zettie Millers Housing

Client: Mogavero Architects

Project: Community Housing, Stockton, California

Sometimes, I just work of a site plan for compass orientations, pre determine the best time to photograph the project and this one has a small budget.

In this case we had great weather for much of the month of October, but on the day I was there, very overcast and not a good day to shoot when you have a gray sky. I shot the best angles but know they would not make to my own standards.

What I wanted was to have the interior lights on as shown in this illustration. What we came up with is we have to pay the tenants to get up and turn on their lights at dawn and re schedule this around having good weather.  November had few shooting days and we are into December which still could work. What has to happen is a good storm to come thru and leave me with a high pressure system for a couple of days. This time of year we face problems with moisture in the glazing and wood for these kind of shots not to mention there is always fog present in some areas. Roll the dice and go, set your standards high, please yourself and my clients will be happy.

Shooting at pre sunrise, when it’s the ideal time to shoot is when we have the interior lights brighter then the outside light. Some things out of my control are the shadows from the street lights and the moisture that is present in the wood paneling at this time of the year. Just plan on coming back at dusk to eliminate the moisture problems and see if we have a sunset.

Let’s run around the grounds to get the lights on because of the motion sensors.

This also needs to be captured from the third floor to be able to see the solar panels. These kind of shots to get the right ambience, it just needs to be done at pre sunrise. Many places to be with a short window, but that’s what I do.

Let’s move in closer to capture a partial view of the community room. I have shots back further but we have moisture in the paneling.

Let’s try to grab the architectural elements in the shot.

Our originals scope of work was just exteriors but after a review of the bad weather shots with the architectural firm they wanted to add an interior to the scope of work.

In order to get some of the colors to pop you have to include some daytime shots to get the colors and contrast of the project.

I think this shows off the architectural design very well. A small budget really allows for one site visit but in order to get the right shots I had to be there pre sunrise and sunset.

You need this view just to be able to show the entire scope of work.

Back at sunset to eliminate the moisture problems from the sunrise. Just not able to get the glow in the windows and the clouds in the right place at the right time.

This was after sunset and this shot would not be possible at sunrise because we would be shooting directly into the sun.

Let’s grab a vertical detail shot. What my clients do not see is all of the retouching to take out the Christmas decorations.


Season Greeting, Ho, Ho, Ho,


Ed Asmus

Architectural People Photographer

916 996.7560


Salvation Army Newark, California

Client: GRA Architects & Diede Construction

Project: Salvation Army Community Center Newark, California

It’s always nice to have clouds, good clear sunlight, and a sun angle which adds texture to your final composition.

I always like a these kind of angles I had to revisit the site because the interiors were not complete, nothing is perfect but set your standards high and please yourself first and I always come home with great images.

Murphy’s Law making my second trip to punch out all of the shots and my money at dusk was all set-up the only thing the exterior light were not working. Not much I can to change the outcome no downlight lighting up the entry or the lights at the cross would have added  a nice highlight on the cross. At least I had the interior lights on that added the warmth to the final image.

This being the first trip where I had to cancel because they were not just ready for final photography. Let’s grab overall views and make the best of the situation, we can use these for finals or for pre production scouting shots to define my shoot list.

I always look for places to frame my shots if possible. I wanted to stage clear, but I had no access to the storage to move the the drums and piano off the stage. I would prefer having nothing on the stage and that would focus more the  architectural design.

A great shot of the lobby and really like the use of the wood in the ceiling, the curves on the walls, it’s just not a straight wall which this has a lot of depth.

My second trip let’s start with the overall views, lucky both spaces were already set-up, some house cleaning and shoot the finals. I like that the architects use of the clearstory windows to let natural light into the space.

Let’s close the partitions and show the set up as an lunchen.

A nice 3/4 view, try to make the stage neat and shoot the final images. This would have not been possible to get this on my first  trip. As a working photographer it is very difficult to have this set up for a final shoot, the tenant was so busy moving into the space that we are generally left alone to get our shots.

It’s always nice to have a kitchen shot, clean the area and accessorize the space with what you have to work with and shoot your finals.

Once back in the space, I see that they added a reception desk, carefully frame the shot, keep your vertical vertical and capture the view.

Let’s pull a detail shot which shows the signage and our little green man in the background.

I hoped you enjoyed my vision into a look at the Salvation Army.

Ed Asmus

Architectural People Photographer