Renowned Photographer and Cinematographer Jeff Berlin Pushes Fashion Boundaries With Cartoni

Berlin Uses Cartoni Focus 22 Cine Fluid Head With SDS 100mm Two-stage CF Tripod and Smart Lock Mid-Level Spreader to Make On-set Workflow Easier

LOS ANGELES, AUGUST 26, 2024 – Fashion Photographer and Cinematographer
Jeff Berlin has a long-standing reputation for providing top-fashion imagery for
magazines, such as Vogue Italia, beauty brands such as L’Oreal and Estée Lauder, as
well as a range of celebrity clients. He recently completed a shoot for luxury fashion and
philanthropy magazine GENLUX, where he utilized a variety of camera equipment,
including the Cartoni Focus 22 Cine fluid head with the Smart Deployment Series
(SDS) 100mm Two-Stage Carbon Fiber (CF) Tripod and Smart Lock Mid-Level
Spreader (MLS), which supported the ARRI ALEXA 35 camera with ARRI Signature
Prime lenses and Impression Filters. His rig enabled him to create stunning fashion
images for the Spring/Summer 2024 issue of GENLUX.

“Cartoni solutions have the perfect balance of portability, stability and security, where I
can use them with a fully built ALEXA, so they’re not too heavy and are still easy to
transport,” says Berlin. “The concept for this shoot was to create fashion stills with a
cinema camera and pull still frames from the motion files. To achieve this, I paired the
ARRI ALEXA 35 camera with the new Cine version of the Focus 22 head. I’m extremely
happy with the tripod’s integration of the ARRI standard dovetail plate and the versatility
and stability it affords. The Focus 22 System is a great fit for the weight required for the
ALEXA – having the ability to hit the top weight range is beneficial.”

Berlin credits his Cartoni SDS 100mm Two-stage CF tripod and Smart Lock MLS with
helping him to easily adapt to changes on-set. “The Cartoni tripod and spreader are
lightweight, fast and easy to operate,” he says. “The Focus 22 Cine is smooth, sturdy
and easy to balance. It enables me and my team to get our position established and get
dialed in quickly. If we need to make any adjustments, it takes no time for us to make
the change.”

For his recent project with GENLUX magazine, Berlin noted the ARRI Signature Prime
lenses paired with ARRI Impression Filters were instrumental in creating beautiful
images right out of the box. “The filters helped make the story even more visually
striking,” says Berlin. “Since this is a fashion story, color is important, and the way a
model’s skin appears is crucial, as is capturing the texture of the garments.”

Berlin’s favorite feature of the ARRI camera was how it reminded him of when he used
to shoot film. “I loved the organic grain structure that I was getting from the ALEXA 35,”
he said. “The images look filmic, cinematic, which is how I wanted this fashion story to
look.”

As someone who has been working as a fashion photographer for many years, Berlin is
always looking for unique ways to tell his stories. The camera, lenses, tripod and fluid
head he uses all have an impact on the way his photography and cinematography come
across to his audience.

Berlin has been a fan of Cartoni for some time now. “I learned about Cartoni on past
projects and from friends who also use the company’s gear,” he shares. “In 2018, I shot
a short film using the Focus 22 fluid head, and it was after that project I looked into
acquiring my own Cartoni fluid head and tripod system; it has been my go-to ever since
and I love it.”

Berlin plans to use Cartoni for upcoming projects as he continues to push the limits
within the fashion industry and on his film projects.

The Focus 22 Cine fluid head is the ultimate response to the needs of sophisticated
cinematographers using lightweight packages up to 49lbs. It represents the most
advanced solution of the Focus line featuring the patented Cartoni “wing” adjustable
counterbalance setting and a variable patented fluid damping system on both pan and
tilt movements. The Focus 22 Cine is specifically designed for lightweight digital cinema
cameras like the ones from ARRI and is great with mid-range zooms and long lenses.
The SDS 100mm two-stage CF tripod offers lightweight support, expressly designed for
ultra-fast operation. The SDS is the fastest one-lever two-stage tripod on the market.

Covered by three patents, it offers an unprecedented ease of deployment and
versatility. Six telescopic triple cross-layered carbon fiber tubes provide the SDS
tripod with extraordinary torsional rigidity, becoming the bestseller solution for
independent content creation and documentary work. Through one single lever,
conveniently located on the middle stage, the patented SDS design adjusts the double
stage legs, and yet the operator can rely on a positive clamp at any desired operative
height.

The Cartoni Smart Lock MLS, featuring a patented Cartoni “no-bind” mechanism for
quick spread and collapse capability, is a built-in spreader with a unique 2-stage
deployment concept. Made of high-performance composite, the Smart Lock weighs only
460 g (1 lb). A side button on each arm releases the two sections, while the same
retracts by simply pushing them in.

About Cartoni
Cartoni is recognized worldwide as a leader in film and broadcast camera support. It is
the only professional support company that designs, engineers, manufactures and
assembles in Italy through its base in Rome. The company applies special attention to
energy saving and environmental conservation and the only company that offers an
unparalleled free, 5-year warranty on all fluid heads and pedestals.  Since
1935, Cartoni has maintained its preeminent position by delivering superior technology
and offering support products for a range of cameras from compact digital devices to
large studio cameras. Its products include fluid heads, encoded heads, jibs & and nodal
heads, tripods, and pedestals. For more information, visit www.cartoni.com/.

Contact:
Steve Manios
Cartoni USA
steve@cartoniusa.com