Creative Light Launches with Class

Creative Light has just debuted a full line of moderately priced lighting modifiers. Never heard of Creative Light? That's because they just launched the company, too.

They are a subsidiary of Profoto um, based in Sweden, so you have a pretty good idea the gear is probably not gonna suck.

But that's not what makes this launch cool. What I am excited about is this:

They are wrapping the company around solid lighting education -- which is exactly what every photo gear company should be doing right now.

If a company is willing to devote the time and money to producing good, educational content about their gear, the cost of distributing those ones and zeroes is pretty close to zero. Yet it adds a ton of value -- especially for beginning photogs.

Two videos -- and more info -- after the jump.

The first video is an aurora borealis-themed fashion shoot featuring Baldomero Fernandez, from whence came the shot at the top of the post. I love the idea of using the reflector to catch the spilled overhead key to double it as an on-axis fill, too. That had never occurred to me.

And even though this site's readership is depressingly, overwhelmingly, ninety-four-percentingly male, I do try to keep an eye out for the rare lighting demo that is a little more suited for the laydees:

The takeaway for this one (for me, at least) was an affirmation of the idea of setting your light and then allowing for things to happen at the edges. Those areas around the margins are where the unexpected lives -- always a good thing.

There is a full range of boxes, octas, umbrellas, etc. And these guys are embracing the speedlight ethic, too, with hot shoe-based speed rings for their 'boxes in the immediate pipeline. Gotta like that.

Every Company Should Be This Smart

Props to Creative Light for having good how-to material right out of the blocks. You can find more videos here. (The main website is here.)

If you are a photo gear company, how can you not be doing this in 2009? Heck, every company should be doing as much as practical to use the free, worldwide information channels that exist to create a mini knowledge university centered around your products.

It's not just good karma -- it is good business. Even more so with text-based info, as Google will happily bring people in search of that info right to your door. For free. Every day.

Way to go, Creative Light -- and keep up the good work.


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Blogger Public Strobe said...

Hey thank you for the post, great to find out someone is learning how to get there products out the right way.

July 09, 2009 1:25 AM  
OpenID healthskills said...

As one of the rare female readers of your info - thanks for the eye candy! And the bloke in the OBrien vid too...

July 09, 2009 1:41 AM  
Blogger Chrystal said...

Awesome, love it! Will definitely have to check these out.
Oh and, thanks for posting a little something for the ladies ;) Niiiiice!

July 09, 2009 1:54 AM  
Blogger Peter Leslie said...

David, long time lurker.. love your blog. Thanks for the eyecandy as well. Speaking for the 10% of your 94% males who are gay photographers... loved the second vid...

July 09, 2009 2:37 AM  
Blogger Marijn Heuts said...

Where can I find prices for their products...?

July 09, 2009 2:47 AM  
Anonymous Anonymous said...

I wonder if they have plans to bring this to the US.

July 09, 2009 3:31 AM  
Anonymous Johnny Heinonen said...

Ladies or not, one has to love the beautiful lighting Kevin O'Brien painted, regardless of the subjects gender... Thanks for the links!

July 09, 2009 4:26 AM  
Anonymous joshi daniel said...

that is great!

July 09, 2009 5:09 AM  
Anonymous Anonymous said...

As a British member of your 6% female readership I have to say a big thank you for that!

July 09, 2009 5:47 AM  
Anonymous Anonymous said...

Just because your readership is mostly male, that has nothing to do with what they are shooting. Guys shoot guys just as much as they shoot girls I would imagine. And if it's a sexual preference thing, then how do you know what percentage of your readership is gay? Just saying...

July 09, 2009 6:35 AM  
Anonymous Anonymous said...

Thanks for the find, but it looks like the strobist clan has taken down another website :) Real nice.

July 09, 2009 7:35 AM  
Blogger motownlife said...

Looks like they don't have US/Canada disribution yet... Bummer.

July 09, 2009 9:26 AM  
Anonymous foxpony said...

As one of the 6 percent female readers, Thanks for the second video. But I gained alot out of the first one as well. I personally like using reflctor as fill......when i have someone to hold them ;)

July 09, 2009 9:31 AM  
Anonymous Craig Murphy said...

Yeah. Great videos but they have no link anywhere for pricing or any mention of US sales. Its like they put up a site but don't actually want anyone to know how to purchase their products. There isn't even a link to dealers that might sell the stuff. Hopefully its because they are not done creating the website.

July 09, 2009 9:42 AM  
Blogger Sarah Balderas said...

Woo, lady strobist representin'! Thanks for posting one for us gals. :)

July 09, 2009 9:56 AM  
Anonymous Leon Huang said...

Agreed with the rest, photographers love beautiful things, and that includes beautiful male models. :)

July 09, 2009 10:43 AM  
Anonymous Jen lapuz said...

As a female reader, I enjoyed both videos. Great lighting technique on both videos.

July 09, 2009 10:44 AM  
Blogger David said...

re: Availability-

It is my understanding that they will basically use the network established by Profoto. So, if Profoto is available in your country, CL likely will be, too in the same places.


July 09, 2009 10:59 AM  
Blogger David said...

[SECOND UPDATE, re DISTRIBUTION:] Just chatted with them and word is that CL will follow Profoto's distribution channels and include wider availability. So, sounds like finding this stuff should not be a problem very shortly.


July 09, 2009 11:26 AM  
Anonymous Craig Murphy said...

Thanks David for following up on availability.

July 09, 2009 11:48 AM  
Blogger Joi said...

I wonder what percent of the 6% female audience is gay..:)

Great post..Thank you so much!

July 09, 2009 1:15 PM  
Blogger Debbi_in_California said...

What makes you think it's 94% male? Maybe the laydee's just don't speak up much?

This was a very interesting blog, thanks for finding it!

July 09, 2009 1:36 PM  
Blogger David said...


I surveyed a little ways back. 3,000 responses, so pretty small margin of error. Not surprised at the lean in gender, but blown away by the percentage.

Yet another area of my life in which I cannot attract women ...

July 09, 2009 1:54 PM  
Anonymous Graham McBride said...

I really like the northern lights effect, Is it that easy to do I wonder...

July 09, 2009 2:10 PM  
Blogger Roger said...

the first photographer has some noisy pics on his site.

July 09, 2009 4:45 PM  
Anonymous Laura Evans said...

Love how you can see how the mix of gear being used throughout each video. I know that's the point, but it is always interesting!

As a Strobist woman (hear me roar!), I appreciate great lighting demos such as these regardless of the subject being lit. Wait ... rephrase. long as the subjects being lit are not 100% of the time falsely-endowed models in semi-transparent bikinis. About 5-10% of that content is plenty. ;)

July 09, 2009 5:13 PM  
Anonymous LeBron James Gets Dunked On said...

Some guys just underestimate ladies. I know many women with camera and they make great photos.

July 09, 2009 7:07 PM  
Anonymous Anonymous said...

This is great, but not new. Photoflex has been doing this for years. Its great to see more companies jumping on the band wagon.

July 09, 2009 7:50 PM  
Anonymous Luis Barceló said...

Grate, tks.

July 09, 2009 9:03 PM  
Blogger midwestphotoexchange said...

We are working on getting the catalog uploaded to our system. It should be on our site by the middle of next week.

In the USA it is being distributed by MACGroup, so it will be widely available. They sent me a 'Reflector Deluxe' and I was really impressed by the quality and design. I'm looking forward to seeing the whole line!

Midwest Photo Exchange

July 09, 2009 10:52 PM  
Blogger Kase said...

Here's a somewhat off-topic question, but could some one tell me why I seem to see a lot of photographers using zoom lenses for these types of shoots? I think I've read something about it can be more flattering, but I'm not sure how (or if I ever actually read that). Thanks for any feedback.

July 09, 2009 11:06 PM  
Anonymous downtown imagery said...

This post is AWESOME. The aurora lightning is out of this world. Really good to see educational work by a vendor, kudos to Creative Light.

July 10, 2009 7:36 AM  
Blogger Bruce said...

No mention of it, but the "out-of-this world" aurora effect was likely PhotoShopped in later, not achieved by studio lighting.

July 10, 2009 3:13 PM  
Blogger Ken said...

The questions for the creative lighting stuff are:
- are they bloody expensive (like anything associated w/ profoto? :-)
- how durable are they (the amvona stuff on fleabay is cheap but they wear out pretty quickly)
- can you stuff a speedlight into them and how many can you stuff in? ;-)

July 10, 2009 6:10 PM  
Blogger Michelle said...

First, Thanks for having such an incredible blog. I've been a reader for over a year. I do appreciate everything that you post about here. I know I am in the minority, but I hope that there are more than 6% female readers.

I work for a camera gear rental company who recently started carrying profoto gear. We had a rep in not that long ago so hopefully we'll get our hands on this Creative lighting and I'll get a chance to test it out. The videos were great to watch. Thanks!

July 12, 2009 7:44 PM  
Blogger arianabauer said...

As a lady, the eyecandy was nice! Thanks for the post!

July 14, 2009 12:07 PM  
Anonymous Henri said...

Great post! After a little checking I found the distributors and you can find their products from amazon too!

July 22, 2009 5:15 PM  
Blogger Carlson said...

i wish they would sell those product in canada soon

July 28, 2009 12:23 AM  
Anonymous Vibrant Photography said...

Now available at B&H.

August 12, 2009 4:44 AM  
Blogger David D. said...

I had a look at the Creative Light website. There is no address given where I could confirm that they ARE as Swedish company. The is a comment that the products are a "Swedish Design." Also no indication where they are made.

Be nice to know if these are just some more Far East made tools?

David Dorn

August 16, 2009 6:02 PM  
Blogger Simply_JB said...

I'll have some Creative Light gears in test soon. Hope that these product are really like they are : simple, robust and efficient !

Some test (in French) will come on my site soon :

March 19, 2010 6:22 PM  

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