Today, Lensbaby is announcing a new product. It’s called the Edge 80. It’s part of the Lensbaby Optic Swap system. It’s an 80mm f/2.8 flat field optic that offers the look and feel of a tilt/shift lens minus the shift/perspective correction.)

The new optic works with the Lensbaby Composer Pro (my personal favorite) or the Composer, Muse, Scout and Control Freak. Think of Lensbaby lenses as cameras and the optics that work with them as lenses. You mount the Composer Pro and then an optic. In this case, the Edge 80.

The new optic brings the full spectrum of special effects to the Lensbaby system. With everything from soft focus, to pinhole, to fisheye and the stuff in between, the Edge 80 offers a tilt/shift like effect that nicely rounds out the system.

It takes some getting used to at first. I recommend just trying to shoot and focus with the lens head on to get familiar with it. You get a completely flat field of focus that way. You can also bend it to create vertical, horizontal and diagonal slices of focus through the image. It’s much harder to write about than it is to do.

If you want to see it in action I highly recommend that you visit the Lensbaby site and look at their Lensbaby Edge 80 simulator. It not only makes this easier to understand, it’s fun.

In practice it’s pretty straight forward to use. You can stop down from f/2.8 to get different slices of the T/S effect. The smaller the aperture the wider the slice. One very nifty (and handy) feature is the ability to close focus the lens at 19 inches. You simply pull out the lens barrel and you have a close focus distance that allows lots of very cool, creative special effects with the Edge 80.

The Edge 80 is available with the Composer Pro in mounts for Canon EF (EOS), Nikon F, Sony Alpha A / Minolta Maxxum, Pentax K / Samsung GX / Sigma SD, Olympus 4/3 cameras.

Edge 80 Optic Product Specs:

• Focal Length: 80mm
• 12-blade internal aperture, controlled by a dial on the front of the optic
• Aperture range from f/2.8 through f/22
• Flat field of focus optic (when tilted, creates a slice of sharp focus, bordered by blur)
• Compatible with Lensbaby Composer Pro, Composer, Muse, Scout and Control Freak lens bodies*
• Minimum focusing distance: approximately 17” when the optic is extended forward in close focus mode and fully tilted
• Maximum focusing distance: Infinity
• 5 multi-coated glass elements, in four groups
• 46mm front threads**

* The Edge 80 Optic is not compatible with the Composer with Tilt Transformer for Micro 4/3rds and Sony NEX Cameras.
** The Edge 80 Optic is not compatible with current 37mm Lensbaby accessories.

The Lensbaby Edge 80 Optic is available for $300 (MSRP) from www.lensbaby.com, and Lensbaby-authorized photo specialty stores worldwide.

CONCLUSION

I was lucky enough to receive an advance sample of this new optic from Lensbaby. I haven’t had that much time to play with it but so far, I really like what I see. While you could argue that all these effects are available in post via various plug-ins, there’s nothing like being able to see it in the field.

It probably seems a little expensive to some of you but once you use it, I think you’ll agree it is worth it.

Highly recommended.

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Those who have not had the pleasure of listening to Craig talk about his work in photography are in for a treat.  Craig is such an unassuming and sweet soul it is easy to see why he and Kevin are such great friends.  Here he is pictured with his super cool wife, Shari.

You might be more familiar with Craig’s amazing product, the Lensbaby, than with the man behind the lens.  He co-founded the company in 2003, and after 18 years working as a professional photographer for newspaper, commercial and wedding clients, Craig  transitioned in 2005 into a full-time role in Lensbaby.  The company has been an astounding success, selling in countries all over the world, inspiring hundreds of thousands of photographers. While his passion for photography started with film cameras, it wasn’t until the digital age where Craig really started to experiement, and this is how the lensbaby was born.  The first lensbaby was made out of a vacuum hose!

The fact that the world can be seen in a new way through Craig’s lensbabies  is something that really inspires him.  Images are created that would not exist if it were not for these unique tools.  But it isn’t so much about the tools, but the artists who use them that continue to impress Craig.   He is grateful for the following that lensbaby has garnered and constantly encouraged by the photographers who use them.

I really appreciate Craig’s outlook on photography, and life in general, and love listening to him.  Whether it is listening to his interview on Ask Dane,  watching his presentation at Boot Camp, or just chatting over lunch at a conference we’ve both attended, talking with Craig really makes me stop and think.

The way Craig sees his photography is that it is something that no one else can imitate, because they don’t see the world in exactly the same way that he does.  What Craig determines as the important moment to capture, the image to hone in on, is completely different from another photographer.  When he shoots an event, he takes the pictures there that HE was meant to take, the moments that stand out to him.  I love that.

Craig’s interview here is no different.  I love his recommendation to “honor your own deep desires” to find your vision for your career.  Pay attention to what you care about and listen to your own voice, and the rest will come. I really enjoyed this Coffee Break with Craig, and I am sure you will, too.

Let’s start off with a really important question.  I know you have three young children, so if  you could go to Disneyland with any celebrity alive today, who would it be?
A: Joaquin Phoenix, duh!

I’m always trying to improve my reading list… give me your three favorite books.
A: The River Why, The Brothers Karamazov, and whatever book I’m currently reading… right now its The Art of Possibility

LEARN:  What’s something that you feel like you’d like to learn more about, something you are continually learning?
A: My most important learning is lifelong and has to do with how well I am serving and affecting people. Right now, I’m reading a book called “The Art of Possibility,” which helped connect some dots for me regarding the way I want to contribute to those around me. I’d been thinking I had some feedback for a friend that would be helpful and I halfheartedly planned on someday bringing it up. As soon as I read that chapter, I emailed and set up a time to talk. Books can be very powerful tools. They can be like my mirror, where I can say “WHOA! I know that what I just read is true and now I need to live consistent with that belief.”

What is something that you wish someone would have told you before you had to learn it the hard way?

A: It took me quite a few years to realize that, as it related to my career, I was primarily a businessman and not an artist. That was a tough pill to swallow and — despite having read The E-Myth twice in the late 90s, The E-Myth Revisited once, and many other business related books — I hadn’t come up with a road map for my wedding photography business that was as clear and well thought out as what Dane Sanders has spelled out in Fast Track Photographer. I would have benefited greatly and made many fewer missteps had I had Dane’s excellent advice back in 1993 when I quit my job at the newspaper and ventured out as my own boss. I’m thrilled for the photographers getting started that have access to Dane’s guidance while they are in the midst of running a photography business.

GROW:  How have you grown in the past five years in your business, in your own personal quest for growth, in your awareness of the world around you?

A: In the last five years I have made a huge transition from working as a photographer full time in my freelance and signature brand photography business to being the president of Lensbaby, in charge of new product development. Prior to that transition, while running my photography business for 12 years, I relied too heavily on my artistic talents and far too little on continuing education and on bringing in individuals who have strengths in areas that I don’t.

How would you recommend others grow—do you have a favorite marketing tip?

A: Honor your deep desires and you will find a greater vision for your career than if you try primarily to meet someone else’s desires. These days, I work very hard at paying attention to what I care about and listening to my own voice. This has been critical in me succeeding in my career as a photographer and as an inventor. A friend in college labeled me a “Gadget Man”. He was right. Caring about gadgets and being frustrated that there weren’t the ones I wanted on the market led me to make some that have resonated with me and, as it has turned out, many other photographers.

Embracing who you are is critical.

Workshop suggestion, or convention to attend?

A: I would not be on the path I am today without having attended that very first Kubota Digital Bootcamp or without having had the honor of being a part of many of the subsequent camps as an attendee/guest speaker. There is something magical that happens in Kevin Kubota’s workshops. Sign up for the next one that is available. Right now. Go!

SHARE:  How do you feel that you contribute to the industry?
A: My hope for my work in the industry is that I help challenge photographers to expand their vision of themselves and their personal vision of the world.

What is something you would like to share with your fellow colleagues?
A: There is so much technical stuff out there that can drive photographers into a 24/7 panic attack about everything they don’t know, that they feel compelled to learn. Some of it is important, but it’s so easy to lose sight of the spontaneous act of photographing. Getting out of the comfort zone is critical. Try something new. I am partial to trying a new lens because a lens is literally how we see the world. Use a new lens to the extreme, brightest and darkest and funny shaped apertures included. Figure out if and how it can expand your vision of the world. Once you’ve spent time figuring this out with one lens, try another and another. Finding new ways to focus can make a world of difference in the photographs that you create.

How can they turn around and do the same for others?
A: People need to see you being true to who you are, as a business person and as an artist. Paying attention to your core values gives others permission to be themselves. In the photographic community, we all benefit from everyone’s gifts being fully realized.

Favorite charitable contribution?
A: Kids with Cameras.

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Thank you Craig!  It is an honor to be considered your friend, and I really appreciate the time you took to share with us on Jules Cafe.  For those of you who can’t get enough, Craig was also recently interviewed on Digital Apple Juice, and you can learn more about Craig and his lensbabies here.  Make sure to follow Mr. Strong on twitter at @strongcraig!

Also, thanks to Craig and Lensbaby, next month we will be giving away a Lensbaby Composer to one lucky winner for Olive’s Monthly Contest!

Take a look into the brain of Craig Strong, as shown by his thoughtful and thought-provoking images.