The Orton Effect. And one of my cherished areas of Rural England. I love the freedom of taking a mundane grabshot and using creative expression to bring about a warm, soft, pleasing result. I remember as a kid, the old Dubonnet adverts on TV. Supersoft lighting and an amber bias towards the saturation. The Orton Effect gets you very close to that dreamy type of cinematic effect. All credit to Michael Orton who invented the technique in the mid 80's using differing transparencies sandwiched together, although I digitally create mine now in Photoshop.
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