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Jim Divitale

The Photographer

Jim DiVitale has produced award-winning work for ad agencies, design firms and corporations nationwide for more than 30 years. He's an artist, educator, writer and pioneer who became a pacesetter when he embraced digital photography in 1992. Among his commercial clients are Misuno USA, Carter's, Toshiba, TEC America, Kenneth Cole, BellSouth, BP Amoco, COX Media, Solvay Advanced Polymers, Coca- Cola USA and Scientific Atlanta

© Jim DiVitale

The Client

Uncle Ed's Gourmet Cookie Company

The Assignment

To create a large point of purchase advertisement image that would be used at multiple stores that would best illustrate the home made appeal of these chocolate chip cookies.

The Execution

"The cookies and ingredients were set up on a textured wood surface. I used a Fuji GX-680 with a Leaf digital back and a 90 mm lens. Lighting consisted of two strobe heads. One raw head to the left with a spot grid restricting the light to a narrow beam, and a 3x4 foot soft-box overhead set at a low power for top fill. A 2x3 foot white card was placed on the right side and several Raw exposures were made."

Post Production

"Two Raw exposures were selected and processed in the Leaf software. One at normal exposure and one two f-stops darker. The darker exposure was blurred with the Lens Blur filter and .3% noise was then added to bring back the grain. The normal exposure was dragged over the darker one using the Shift key to register the two images together. A black layer mask was added and the normal exposure was then painted into the darker imager with a soft white brush."

The Output

"As a professional photographer, I can't waste time or supplies trying to get jobs completed. To be competitive in printing, I need consistent quality along with multiple size choices for the different printers I use. I found that the UltraPro Satin from Red River Paper to be just the right surface for me to print on. The 14 available sizes match what I need to print without the excess trimming of wasted paper. The 8x10, 11x14, and 16x20 are great formats for framed prints and the roll paper formats are ideal for my panoramic prints and large multiple print jobs."


Jim DiVitale passed away on December 13, 2016. He was a generous and sharing photographer and will be sorely missed by all whose lives he touched. His photographic art and blog posts will be preserved at both of his websites.


Pro Favorites

UltraPro Satin

UltraPro Satin looks and feels just like traditional photo lab paper and features a medium depth luster finish. Learn more

Favorite Of: Jim DiVitale, Peter Randall

River Linen

Add a special dimension to your printed image with this premium quality linen surface paper. Learn more

Favorite Of: JVS,
Helene Glassman

Aurora Art

Made using fine 100% cotton rag content, Aurora offers the look and feel of fine art paper. Learn more

Favorite of: Marilyn Sholin, Matt Hoyle, Susan McCartney
Kaitlin Walsh

Arctic Polar Satin

Its crisp blue white shade ensures your images will project more brilliance. The state of the art microporous coating will enhance details and color saturation.
Learn more

Favorite of: Al Francekevich, Susan McCartney

UltraPro Gloss

UltraPro Gloss sets the bar for top quality high glossy photo paper.
Learn more

Favorite Of: Christine Walsh-Newton


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