Renowned Photographer and Cinematographer Jeff Berlin pushes fashion boundaries with Cartoni

Fashion Photographer and Cinematographer Jeff Berlin has a long-standing reputation for providing top-fashion imagery for magazines, such as Vogue Italia, beauty brands such as L’Oreal and Estée Lauder, as well as a range of celebrity clients.

He recently completed a shoot for luxury fashion and philanthropy magazine GENLUX, where he utilized a variety of camera equipment, including the Cartoni Focus 22 Cine fluid head with the Smart Deployment Series (SDS) 100mm Two-Stage Carbon Fiber (CF) Tripod and Smart Lock Mid-Level Spreader (MLS), which supported the ARRI ALEXA 35 camera with ARRI Signature Prime lenses and Impression Filters. His rig enabled him to create stunning fashion images for the Spring/Summer 2024 issue of GENLUX.

Jeff Berlin says:

Cartoni solutions have the perfect balance of portability, stability and security, where I can use them with a fully built ALEXA, so they’re not too heavy and are still easy to transport. The concept for this shoot was to create fashion stills with a cinema camera and pull still frames from the motion files. To achieve this, I paired the ARRI ALEXA 35 camera with the new Cine version of the Focus 22 head. I’m extremely happy with the tripod’s integration of the ARRI standard dovetail plate and the versatility and stability it affords. The Focus 22 System is a great fit for the weight required for the ALEXA – having the ability to hit the top weight range is beneficial.

Berlin credits his Cartoni SDS 100mm Two-stage CF tripod and Smart Lock MLS with helping him to easily adapt to changes on-set.

The Cartoni tripod and spreader are lightweight, fast and easy to operate. The Focus 22 Cine is smooth, sturdy and easy to balance. It enables me and my team to get our position established and get dialed in quickly. If we need to make any adjustments, it takes no time for us to make the change.

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