TREC rents out nearly every kind of equipment a photographer may use. Many fashion photographers arrange for TREC to deliver every piece of equipment needed for a shoot, including cameras to rental studio. The photographer can simply show up for the shoot, then submit a single all encompassing bill to the client..... In addition to their working with individual photographers, the company also sells and supplies equipment to major studios in New York such as Industria and Studio One. Sharanevych says his individual customers include top names in fashion photography and a following of photographers in all areas who have been turning to him for technical advice for the past 15 years."I have a relationship with my customers," he says. "If they call me before or during a shoot when they are having a lighting problem, I troubleshoot and help them find a way to make it work".
One particularly memorable S.O.S. came to Sharanevych from a fashion photographer, who mid shoot, called complaining that his rented strobes were firing by themselves. Sharanevych asked him to describe the setup; the photographer explained that he had placed three genarators in a inner tube, which he was floating in the middle of a swimming pool while his assistant stood in the water holding flash heads. Sharanevych remembers his advice. "I said to him in slow, measured tones, ' This is very important. First, I want you to get everyone out of the pool. Then I want you to unplug the power.' If power had been discharged into the water, it would have killed everyone...instantly. Fortunately, most lighting problems are not so dramatic."
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