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Michael Grecco is an award-winning internationally renowned director and photographer of celebrity portraits, advertising and editorial commissions, private collections and fine art.

One of the most respected and sought after visual storytellers in the world, his conceptual vision and signature dramatic lighting create distinctive images that are evocative, sophisticated and comedic. Grecco has been shooting iconic portraits of the most recognized entertainment stars such as Steven Spielberg, Martin Scorsese, Will Ferrell and Penelope Cruz.

Known not only for his high-concept imagery and his ability to light like no other, Grecco is also valued for his innate ability to connect with each subject to bring out surprising nuance and a conceptual twist that makes even the most recognizable faces intriguing and fresh. Photographing intimate portraits of celebrities, boxers, rappers, scientists, and business leaders, Grecco’s images captivate our attention and imagination. Thus he delivers on every aspect of his client’s vision, satisfying the most recognized brands including Apple, Blue Cross/Blue Shield, Direct TV, and Pfizer.

On the pulse point of cutting edge technology and innovation, Grecco is a regarded expert and celebrated speaker on creativity, photography and his signature lighting and directorial technique worldwide. As a Hasselblad Master he is a sought after trainer, traveling the globe speaking and leading informative and hands on workshops.

His provocative documentary movie and accompanying book Naked Ambition has earned critical acclaim. His award winning still images are published the world over in magazines such as Esquire, Vanity Fair, Rolling Stone and Time.

Grecco is often referred to as the Master of Lighting. He is the author of the best-selling photographer’s guidebook: Lighting and the Dramatic Portrait: The Art of Celebrity and Editorial Photography, which is now available as an eBook. His lectures on photography are popular and he has been profiled extensively in key photographic trade journals.

Michael Grecco is based in Los Angeles. He is a devoted father to three children. In his spare time he can be seen exploring his hometown subcultures on his Triumph Bonneville with his favorite camera in tow, ready to find, capture and inspire.

Q&A with Michael Grecco

Q1: How would you describe the aesthetic of your website in three words?

MG: EVOCATIVE. CINEMATIC. INSPIRATION.

Q2: How do you choose the work you display on your homepage?

MG: I worked closely with my film editor in picking images, Cinemagraphs and motion segments that would work together in the director’s real. All the images are from the portfolios on the site and then he made the final selects to use in the finished piece.

Q3: What is your favorite feature of liveBooks?

MG: That they have an already formatted backend that makes changing the content easy.

Q4: What’s one piece of advice you’d offer to someone designing their website?

MG: Take your time and do it right. We redid things that did not work, and it makes a difference in the end product.

Q5: Tell us about a recent project that you’re proud of.

MG: I am currently working on a 6-part documentary TV series, documentary film, book and fashion line based on some of my archival images.

“To shoot dramatic and conceptual portraits, I create moments to capture with my lens that unlock the hidden story of our innermost being to reveal the drama, comedy, and irony of who we really are.” – Michael Grecco

See more of Michael Grecco’s work here: www.michaelgrecco.com

Cassandra Plavoukos was born and raised in southern New Jersey. Her interest in photography started in grade school and continued throughout high school, shooting film back then. When she graduated, she moved to New York City to pursue a career in the business side of fashion, as she didn’t think that a career in photography was possible at that time. Cassandra lived and worked in New York City for 16 years.

Cassandra Plavoukos continued taking pictures, and was shooting digitally by this time. She relocated to Los Angeles in 2003 and continued working in the fashion industry, taking pictures on the weekends to fulfill my creative passion.

Then, her first child was born in 2005. Instead of a traditional “baby book”, she self-published a book of poems entitled, When You Grow Up, which expressed her hopes and dreams for his childhood and beyond. She illustrated the book with images that she had taken of his first-year milestones. The images were taken with a point and shoot camera. The book was successful among family and friends and was sold online as well. The book was also accepted into a book fair. To celebrate, her husband bought me my first DSLR, a Nikon D90, and encouraged her to continue shooting. With a new camera, she knew she had to up her game.

Cassandra Plavoukos began to really look at her images with a critical eye. She knew she could do better. Her mentality shifted. She began to focus on “making” pictures instead of “taking” them. She started looking for photography classes to learn more about photography and landed at UCLA extension where an instructor by the name of Josh Sanseri encouraged and inspired her even further.

After completing the Environmental Portraiture class there, she wanted more intense study, and enrolled in the certificate of photography program at Santa Monica College. After completing that program, she started taking classes at Julia Dean, which is now the Los Angeles Center Of Photography. Her daughter was born in 2009 and knew by then that photography was something she wanted to pursue full time. She decided to leave the fashion industry. Then, she incorporated Cassandra Plavoukos Photography, got a liveBooks website, business license, tax registration, and never looked back!

Cassandra Plavoukos now focuses on dance, athletic, fine art fitness and creative portraiture and couldn’t be happier doing what she loves.

Q&A with Cassandra Plavoukos

Q1: How would you describe the aesthetic of your website in three words?

CP: Clean. Modern. Minimalistic.

Q2.How often do you typically update your website?

CP: Once or twice per month.

Q3. How do you choose the photos that you display on your homepage?

CP: I try to showcase the most recently commissioned or self-assigned work to highlight on my homepage. Keeping in mind the overall aesthetics of the site, I consider not only how the images will sit together, but how they will work together to give the best “overview” of the contents within.

Q4. What is your favorite new feature of liveBooks?

CP: Hard to choose! I love the drag and drop design as well as the varied portfolio views, but because I update my site so often, I think I would have to say the site wide styling and page-level styling features.

Q5.What’s one piece of advice you’d offer to someone designing their website?

CP: Let liveBooks do it for you! But know who you are as an artist and what defines your work. This will help you to work with them to create the best website possible.

Michael Kirchoff grew up with a deep love of photography since he was a child. During a high school photography class he decided to make it the focus of his life, though he really didn’t know it was something that he could actually make a living doing. He began working at various jobs in the industry, from rental houses, to assisting, to production, because it’s what he loved (and had bills to pay!).

After several years Kirchoff started shooting product and still life work because he was simply patient with what that entails, and was fascinated with lighting and the challenges that that presented.

About ten years ago, however, he had lost a few of my big clients during a downturn in the economy, and took it as a sign to start making photographs that “quite frankly, came from the heart and passion that had started me down the road to photography as a career. I’d always made images for myself throughout my life, but this time I made fine art photography the direction I wanted to go.”

He also figured it would give him an opportunity to continue doing commercial work while showing potential clients that I could put more art into the images that I made for them. At the moment, fine art photography is where he is, and commercial work comes in only occasionally. He likes the mix and strives to get to a place where the work is split 50/50.

Q&A with Michael Kirchoff

Q1: How would you describe the aesthetic of your website in three words?

MK: Clean, simple, easy to navigate, where the images come first.

Q2: How often do you typically update your website?

MK: I do tweaks to the site a couple times a month normally. A few times a year there is a major change or overhaul made, depending on the amount of new work I’m looking to show. There are many artist statements on the site and I find myself writing and improving those quite frequently. liveBooks makes that super simple to do.

Q3: How do you choose the photos that you display on your homepage?

MK: Images on the homepage are usually signature photographs from the different bodies of work in the portfolio section. Also, a few that have sold well as a prints over the years. The slideshow feature for the homepage works well for this and is simple to sequence.

Q4: What is your favorite feature of liveBooks?

MK: Navigation tools that make sense. Larger images that jump off the page while still loading quickly. The ability to mix text with images. These are all very important to me.

Q5: What’s one piece of advice you’d offer to someone designing their website?

MK: Have patience. When I started I became frustrated quickly because I wasn’t sure which tools were going to apply to what I was trying to do. liveBooks has many options, so take your time and try them out before making any final decisions. You can put a site together rather quickly, but one that you will be happy with has to be thought through. Thankfully, the people at tech support were able to answer the loads of questions I had.

liveBooks actually has more to their sites than I need at the moment. Though, as I branch out into new forms of expression, I know that they are already there to support and showcase what I want to do as a photographic artist. I have plans to put some of them to use soon, and I know they will be there to help.

See more of Micheal Kirchoff’s work here: www.michaelkirchoff.com

Babs Armour’s entry into photography took place mid-career when she decided to leave her work as a teacher and return to the world of art, which had been a major focus when she was young. Babs was fortunate enough to study with a number of outstanding photographers and, in a short time, she was featured in shows and was winning awards. Today, her images are in corporate as well as private collections, and her work continues to grow and evolve!

Her signature “Store Windows”, her portfolio – which reflects the influence of her early years spent painting in New England towns and seaports – includes a series depicting Oyster farmers in Wellfleet, MA and images from New England to Paris.

Q&A with Babs Armour Photography

Q1: How would you describe the aesthetic of your website in three words?

BA: Clean, elegant, inviting.

Q2. How often do you typically update your website?

BA: Now that I have liveBooks, I find myself updating whenever I have new images, want to update a portfolio or decide to make a small change in the design of a page or the site. That’s what’s so great about the new format.

Q3. How do you choose the photos that you display on your homepage?

BA: I choose an image that is truly representative of my work and change it on a regular basis.

Q4. What is your favorite feature of liveBooks?

BA: The ease in uploading photos, creating galleries, and editing and tweaking design elements. It’s all just so user friendly!

Q5. What’s one piece of advice you’d offer to someone designing their website?

BA: Be clear about your priorities and choose images carefully keeping in mind the viewers you want to attract.

I’m really thrilled with liveBooks and feel that the ease of using it will mean that my site is not static, but will be constantly evolving as my work grows and evolves! See more of Babs Armour’s work here: www.babsarmour.com