22 years working with computers and 40 years in the advertising/design business.
Being creative is breaking the standards, otherwise there would not be creativity and everything would be standard. Find the standard and break it knowingly. Learn the rules so you can bend them with grace. Ideas brew in your mind and flourish from your vision into a plan where the weather forecast, the season, the props, the talent, your grip people, equipment and all kinds of permits need to be there by the time you are going to press the button and freeze the moment. As far as you, a little experimenting gets you ready for it. I admire the work of Richard Warren, excellent low light lighting. Peter Langone, excellent theatrical lighting. Yanick Dery, great talent direction. Michel Tchereckoff, best product photography. Austing Young for his concepts. Scarpati, great photo-compositing.
Canon 5D MkIII, Canon 5D MkII, EF 17-40 mm f/4L USM, EF 24-70 mm f/2.8L USM and EF 100-400 mm f/4-5.6 IS USM. 4 wireless studio flash heads for a total of 2,700 ws. Ring flash. 7 ft octagonal softbox and a variety of strip and rectangular soft boxes. 6 parcan for gel effects and 4 continuous 1,200 w HMI heads originally for video but can be combined with flashes since they are also 5,300-5,500 K. A home made x-large product tent that has become the secret of good still life and product photography.
Product photography, still life, nature, people, macro and light effects