Atticfire Launches a Stunning New Website

March 31st, 2009

I first discovered the Atticfire site and did a post on it back in Oct of 2007. Since that time participants in the PFRE discussion group managed to reverse engineer how the Atticfire team creates the dramatic effect in their images.

Because back in 2007 I pestered Eric Prine to tell me what they were doing to get this dramatic look (he of course declined) I got on their mailing list so today I got an e-mail announcing that Atticfire is launching a new website.

Their new site raises the presentation level of their work even higher. I think the site is a model of how to present photographs and promote photography on the web. Large (1140×750) smoothly transitioning dramatic images in an elegant layout. There are now news articles about their successful projects as well many more galleries showing their work that use their Before & After technique.

I know there are some that feel these images are “over done” or unrealistic but you’ll have to admit the images are dramatic and well presented.

How does one create dramatic images like this? The consensus of the PFRE discussion group is that Atticfire uses Photoshop layering and “image harvesting”. This technique is presented in Vincent Versace’s book Welcome to Oz: A Cinematic Approach to Digital Still Photography With Photoshop (Note that the second edition for CS4 is close to being released). Once you see Vincent’s book you immediately say to yourself, “oh, ya I see what they are doing”. There are some excerpts from Vincent’s book here.

As many have pointed out over the last two years this is not a technique appropiate for an average real estate shoot. The level of post processing that goes on with these images takes much more time than most real estate agents are willing to pay for. You can spend most of a day creating one of these images. However once you familiar and fast with Photoshop layers and masking, there are many of these techniques that can improve your real estate work if you have the time. You will see advanced contributors in the PFRE photo discussion talking about “hand blending” or “masking windows” etc.Β  Just don’t get carried away!

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10 Responses to “Atticfire Launches a Stunning New Website”

  • I am able to create a similar before and after effect:
    I’ve done this by using a before picture that’s a shot of the room without any strobe lights; the after is a combination of strobe lights at various intensities, plus some elements of the before shot. -Clark Dugger

  • Their before and after shots make them look like the lady in the late night infomercial wrestling with a vaccuum hose in the hall closet. Put me in the group that calls it “over done”.

  • Yes the ones that I looked at are a little over the top – not how I remembered them being.

    M. James

  • WOW! amazing web page, i did like it a lot. great places they’ve been able to photograph, i would love working for them πŸ™‚ excellent technique.

  • Obviously it’s not the most natural look. Nonetheless, the shots look good. Photography is art. Their “signature” look clearly has lots of appeal.

  • I thought this was one of the more interesting blogs…

    The images were eye-candy to my mind…the book enticing.

    Thanks for posting.

  • […] Source and Read More: […]

  • I’ve not thought of producing before-and-after photos like these. Its similar to the black%white to color transitions I’m in love with. And example at:
    I have many shots taken by the Realtor (before) and then by me (after) I should use in my marketing.

  • I think the shots are good. I understand why people might think they are a little over the top. But thats the way things are moving. I think its great

  • I’m with Joe on this one. If you look at them from a “technique” point of view, they are amazing. But they are way too unrealistic to be used in real estate marketing.
    The before and after approach works really well for me, gives the viewer a hint as to where the image came from and where they brought it to.
    I like the PFRE idol more πŸ™‚

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