A limited tonal palette and simple yet sharp props combined for a superb photoshoot with a focus on form, colour, and symmetry for South African photographer Gavin Goodman and his team. Styled by Anna Verloren Van Themaat, in addition to creating the cones and circular props with partner Reep Verloren, these shapes were designed as technical drawings and brought to life on a laser cutting machine using medium density fiberboard and backdrop rolls. Taken on the XCD 90mm and X1D II 50C, the final results beautifully illustrate the richness of the shoot’s colours and tones and the power of the mirrorless medium format camera’s ability to capture subtle details in the deepest of shadows.

The X1D II 50C is incredible. The size of the body almost doesn't make sense when viewing the raw files! For years, whenever I've shot on medium format I've always used the H5D-50C and, in comparison, to me the X1D is the H5D's sexier, better looking, well educated, easier to get along with, first cousin. I love how simple and accessible the touch screen menu system is, and the autofocus is way more responsive!

This is my favourite camera system to date when it comes to printing large format images. Ninety percent of all my work shot on this format has been printed - whether for billboards or fine art prints. The detail in colour, dynamic range and resolution always gets me excited when the first few images pop up on screen! And even more excited when those first test prints are ready to view.

Almost 20 years ago, I bought myself a second-hand 501CM with a 90mm lens and still have that baby! To me, Hasselblad has always been the Rolls Royce of camera systems with such an incredible history and reputation over the years. I've always followed the digital revolution of these cameras and when this tiny, mirrorless, digital camera was developed I was itching to try it out!


Born and raised in Cape Town, South Africa, Gavin Goodman is a naturally passionate surfer and image maker. After film school, he spent 7 years shooting mostly TV commercials within the local film industry. Somewhere down the line, Gavin felt the call to switch to still photography and was able to transfer his eye for storytelling and technical knowledge of light and camera over to the new medium. Being based in Cape Town has given Gavin the opportunity to take part in many incredible campaigns over the years. Recently, he started a new venture called Semblance Agency where the team collaborates with interior designers to create photographic fine art for various developments around the world. See more of Gavin’s work here.



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