Photography for advertising and consumerism has to constantly be at the forefront and push the boundaries in terms of photography. This work for me is fine art for the consumer. It shows the highest levels of creativity and personal flair. The companies rely on the photography and designers individual style to give the brand the image it need to attract customers. 

fine art photography has become harder to identify over the years. As photography has evolved and the desire for highly artistic commercial photographs have become more of a necessity the characteristics that once identified themselves as fine art have been forgotten. 

Landscape photography is an art form that is very attractive and something that would come under the term sublime. Though I feel the term sublime is a word that is highly subjective 

Sublime twenty years ago wouldn't be sublime now and word has just become another word to say its rather nice.

Landscape imagery has a away of evoking many emotions. It can be used as editorial or artistic. These day is is normally the subject for HDR images, some not so sublime if i'm to be honest. 

Cindy Sherman would us photography as a medium to capture herself under many different identities. She used this medium to explore different classes of people from all walks of life and to challenge their identities at face value. 

Their identities were also explored through symbolism in the images and the more materialistic components to the images. 

These elements show that our identity is not only defined by what we look like, but what we do, where we go, who associate with and many other factors.

This is one of the contact sheets from my series 'Role Reversal'. Here you can see how I've adapted the images through each frame until getting the desired look I'm after.

I found that by working tethered to my computer I could shoot and instantly see a full size output of the image. This also meant that I could adjust the scene from my sitting position with minimal destruction to the elements around me. This made the work process much faster. Shoot, check the output, adjust the object next to me or myself and then fire again. There was no getting up, out of the scene and then trying to place myself and any disturbed objects back in the same position. I used this method for every shot  in this series and still do where tethering is available to me.