Content from the May issue of Rangefinder Magazine just hit the internets, and features a profile of our very own Michael Schaffer and some of his work for the California Lotto, Mag Lite, Boot Barn and Troy Lee.  We’re happy to see Mike get the press, but it’s too bad the article took so long to come out.  The interview was conducted in 2008, and things at Schaffer Photography and Echo-Factory were different then. 

In 2008, Echo-Factory was still a fledgling ad agency.  Mike was doing quite a bit of photography for outside agencies, with Echo-Factory providing art-direction and other creative services.  Today the vast majority of Mike’s photography is directly for Echo-Factory clients.

The article talks about Mike’s studio in Upland - today both our agency and Mike’s studio are still in the Inland Empire, but now at our fancy new offices in Rancho Cucamonga. 

Nevertheless - it is nice to see Mike’s advertising photography recognized.  He’s received a shelf or two worth of photography awards during his career - but Rangefinder really is the publication for professional photographers. 

We just hope it doesn’t go to his head. 

Read The Article <—Warning - that’s a PDF link. 

You’d think with an in-house photography studio, we’d be masters of Flickr.  Sadly, this has been far from the case.  But today, Mike remedied our lack of Flickr participation with a batch of behind-the-scenes photos from some of our recent projects.  You can get a brief taste from our Mike’s Hard Lemonade session below, and plenty more in our flickr gallery.