MacDirectory Magazine

Winter-Spring 2010 (#44)

MacDirectory magazine is the premiere creative lifestyle magazine for Apple enthusiasts featuring interviews, in-depth tech reviews, Apple news, insights, latest Apple patents, apps, market analysis, entertainment and more.

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Page 119 of 147

118 MacDirectory COMPANY PROFILE TIFFEN DFX V2 > ALL NEW, WITH UNPARALLELED QUALITY Tiffen has been a leading manufacturer and supplier of photographic filter and lens accessories for consumer/professional imaging and motion and broadcast television industries for more than seven decades. The company has a rich history of innovative product design, superior optical consistency and unparalleled quality. Tiffen has been recognized for its product and engineering excellence earning two Technical Achievement Awards and a Scientific and Engineering Award from the Academy of Motion Picture Arts & Sciences, as well as an Emmy Award from the Academy of Television Arts and Sciences. Tiffen introduced its first iPhone app called "Photo fx" in January 2009, which was an extension of Dfx Software to iPhone and iPod touch. "Photo fx" remained in top five Paid Photo apps and appeared on the front page of the Apple Store twice. Based on the success of its original award- winning Dfx Digital Filter software, Tiffen now introduces Dfx v2, which features multiple masking and layering capabilities with its Photoshop and Aperture plug-ins and a host of other features including more than 2,000 standard, exclusive and special effect filters. According to Tiffen, "Our Dfx plug-ins for Photoshop and Aperture offer all of the above capabilities found with our stand- alone edition and remain the only ones to offer multiple layering and masking capabilities, increasing productivity while saving time." Tiffen Dfx Digital Filter Suite is a definitive set of digital optical filters. Up to 2,000 filters, specialized lenses, optical lab processes, film grain, exacting color correction plus natural light and photographic effects are now in a controlled digital environment with either 8 or 16 bits per channel processing. The Dfx Digital Filter Suite is available in three configurations as a friendly standalone application or as plug-ins for still imaging or video and post production software. The DPX Interpretation Preference tries to figure out whether a DPX file is logarithmic or linear based on the file's header information. The DPX Interpretation Preference improvements were added to work around other programs that generates DPX files with improper or non-standard file header information. Color Management system has been re- written and now operates like competitive programs. If an image has an embedded color profile, that color profile is preserved. If an image does not have an embedded color profile, color management is disabled in Dfx. The Color Management now makes use of your system's graphics card. It works on Mac OS X and different versions of Windows. As told by Tiffen to MacDirectory, "Each OS handles Color Management differently and a custom solution needs to be used for each one." Dfx is compatible with the most popular still and film/video post productions applications for Macintosh and Windows. The software is compatible with Mac OS X 10.4, 1 GB RAM, Macintosh 1.0GHz processor or faster Power PC G5 or Intel Processor. For Plug-Ins edition Adobe Photoshop 7.0, Photoshop Elements 3.0, Adobe Photoshop CS2, Adobe Photoshop CS3 and Photoshop Elements 4.0 are required. Today with the changing times in the digital creative industry there is an ongoing demand for new tools. With the steady increase in the number of digital cameras and camcorders there is an incessant desire to meet the "creative demand" and hence, Dfx, to a large extent, does that. Tiffen's goal is to "create better and easy to use software that helps users to be more interactive and creative with our software." With three years of extensive hard work to develop Dfx v2, Tiffen has pioneered technology and has been expanding to include new cutting-edge features and unprecedented creative control. According to Steve Tiffen, "he wanted his research team to make available an application to further enhance its award winning optical filters, which were developed for the motion picture and still photography industry." Thus, Tiffen Dfx v2 is the software that all creative geniuses can vouch for. WORDS BY SHILPY BISHT

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