Fred Hoefler

Fred’s images go beyond merely preserving a snapshot in time. Precipitating a “feeling” or finding something the viewer would not have noticed in real life is what Fred tries to include in his pictures. A successful image is one that elicits questions and compels the viewer to take a second, third and more looks, discovering something new with each look.

In Fred’s work, the image out of the camera or the scanned film negative is really “starting material”. As with every raw photograph, it needs to be cleaned up, straightened, balanced and sharpened; just like a traditional photograph. From there, as the situation dictates, tones, colors and textures are emphasized. Finally “paint and texture” filters are added to soften the image and create a three dimensional look. The filters also allow Fred to select from a palate of differing colors that make the viewer see colors that are unique to each individual viewer.