Rob Wheeler and I first met in 1979. After shooting some of his jewelry and identifying "a few" possibilities, we clicked. He was Cambon Photography's first customer in 1982, and we've shot all of their catalogs ever since. In 1999, we took over design and production of catalogs and 50 ads a year, in addition to photographing, re-touching and pre-press for thousands of products. Over the years we've developed methods and implemented systems to save them time and money. All while continuing to enhance their product images and expand their options. Application: Catalogs, magazine ads, point of purchase displays, trade show displays Technique: The "So What?" here is called recombinant imaging (RI). Through a series of exposures on our unique shooting stage, we eliminate confusing background reflections on rings and efficiently strip the background from each group shot. We shoot 12-25 products at a time, dramatically reducing cost while enabling us to utilize each image individually - very useful for a client with ever changing product selections, frequent catalog revisions, and regular ad placements. Wheeler gains tremendous flexibility, convenience and cost savings. Combine it with our electronic archive and approval system, and Wheeler's convenience and cost savings are multiplied. Getting new product images to his sales network sooner, quick and efficient ad distribution to media outlets, giving all his materials a consistent look - we make all this happen by handling everything related to his product photography. Results: Recombinant Imaging Enables efficient "mix and match" of products to accommodate quick changes Controls background reflections on rings and other spherical surfaces Eliminates background color contamination of product Approval system Enables client review of projects anywhere, anytime via the Internet, speeding approval cycles and reducing costs Allows infinite re-use and flexibility in advertising Overall increased ROI