King of camera backs captures King of Beers for Sports Illustrated Swim Suit Edit...

Press Release:
Renowned photographer William Hawkes put his trust in Phase Ones new P 45 digital camera back to shoot a Budweiser campaign in Sports Illustrateds sexy Swim Suit Edition released on Valentines Day. Hawkes wanted the best possible equipment to capture the perfect shot which would be seen by over 4.5 million Americans. Hawkes chose Phase Ones P 45 digital camera back to shoot what is one of the largest contiguous magazine inserts ever at 11x34 (27.94cm x 86.36cm).

Shooting straight down from a height of ten feet, the P 45 enabled Hawkes to capture the large format image of a model barely covered by Budweiser Beer bottle caps. William Hawkes said The crisp quality and resolution of the P 45 totally eliminated stitching images, as we would normally do, and the preview possibilities in Capture One were fantastic, you really have the feeling of being in control with the Phase One system.

During the shoot, simultaneous preview was available to both the photographer and the art director on two 30 inch display monitors providing the best possible image verification process.

Making world class photography better
The P 30 and P 45 digital camera backs, offering a staggering 31 and 39 megapixels respectively, give professional photographers the edge needed to excel in the competitive photographic industry.

Phase Ones P 30 and P 45 digital camera backs provide the worlds best professional photographers with the ability to capture virtually moir free images, superior detail sharpness, perfect skin tone shading and the smoothest transition and tonal range.

Phase Ones hardware and software development strategy focuses on and adapts to the needs of the photographer. Providing the ultimate in medium and large format photographic equipment, Phase Ones P Series digital backs and Capture One software concentrate on the moment of capture, reducing time spent in post production. The combination of Phase One digital camera backs with Capture One workflow software streamlines the post-production process making it easy for photographers to reproduce complicated looks and styles. Phase Ones strategy of industry leading, uncompromised quality creates complete confidence in the final image.