Photography by Ian L. Sitren

Posts tagged “advertising photographer

I’m Not There But I Am

The Arnold Sports Festival 2018 in Columbus OH is underway and the huge Expo is about to open tomorrow Friday. Hundreds of thousands of people will fill the convention center among 1000 booths from fitness related companies. Although I am not there, my photographs fill some of those booths and displays.

My all time favorite and longest running… Renee kissing the egg for Egg Whites International. They just set up their booth and if they had tried to shoot a photograph of it tomorrow you never would have seen because of all of the people around it. If you just count all of the people who have seen this display at Arnold Sports Festivals in Columbus Ohio, it would be millions.

The Arnold Sports Festival, most known for it roots as a premier bodybuilding competition is actually 20,000 athletes participating in 75 sports and events from 80 nations around the world. “We are very proud to provide the opportunity for athletes, a majority of them youth, to compete at the largest multi-sport festival in the world.”

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Gallery Show To Be Seen?

Kind of funny that people expect that because I typically am not interested in doing gallery shows that my work is not seen. More people have seen my photography in a month than most will be seen in their entire lifetime.

From bodybuilding and fitness to fashion and now aviation, my photographs have been in ads and magazine features, major newspapers, motion pictures, news broadcasts, brochures and billboards around the world.

This one is among my latest, a full wall size backlit display for the Palm Springs Air Museum at the Palm Springs International Airport. A few million people in a year will see this one. Thanks!

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Mr. Olympia Dog Training

Talking with Charles Glass last Sunday at the FitExpo about our ad shoot for Bodybuilding.com. A huge favorite for both of us that was in magazines and online for a couple of years.

Charles Glass, the most famous bodybuilding trainer in the world, alone in a gym training a dog. So much fun!

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FitExpo L.A. Fun

What it looked like at the FitExpo Los Angeles yesterday, Sunday. My most distributed photograph ever (millions and millions), Arnold’s stand in and body double walking in the crowd (my friend Roland Kickinger), and look for Newd Gym.


Open For Business 2018

OK! I am officially open for business again for 2018! Long time professional photographer in magazine and advertising extensively published around the world.

One of the most viewed and best known bodybuilding and fitness photographers. Fashion work from shoes to edgy nude, from designer to private commission. Also working extensively in aviation. Social Media manager for building and maintaining your business presence small and large.

Have something in mind for this new year? Send me a note, I would love to chat with you! Thanks! Ian@SecondFocus.com

Open For Business


Ad Videos And Photo Shoots

One of my favorites from a video series created around my photo shoots for advertising and features for Bodybuilding.com. Here with one of the most admired and respected women in the entire world of fitness, Ava Cowan.


Windy Modeling

Some more posing behind the scenes with model Xtine at Bombay Beach at the Salton Sea. The BTS video here was not lit. Sun directly behind her. Lighting the photo shoot was with a Broncolor white beauty dish held by my assistant with a Broncolor 1200L Move pack. I was using a Hasselblad digital camera system.

Note the very windy conditions. I have seen photographers bring soft boxes and umbrellas out here for light modifiers and try to put them on light stands. Not a good plan. The wind just turns that stuff into kites.

Another point is having a model who can pose without being micro-managed. The model will not be able to hear you over the wind noise. So your discussion of posing will all be between “takes”.