The Magic Behind the OMS Retouching Department
At OMS, while our photography and videography services often take center stage, there’s another powerhouse at work behind the scenes…our digital retouching department. Trusted by top-tier brands like Hershey, Smartwool, Norwegian Cruise Lines, and DripDrop, our post-production team has been shaping (and reshaping) creative assets for over 30 years, making the seemingly impossible a reality. We call it retouching magic.
Creating that magic requires an incredibly talented team coupled with cutting-edge technology. Just as our photographers and videographers depend on high-end cameras, our retouching team uses Adobe Photoshop and other advanced software to elevate images.
We’re especially proud to have one of the earliest Photoshop users, OMS ‘lifer’ Charlie Cronley, who has been with us since the inception of our retouching department more than three decades ago. We sat down with Charlie to discuss the evolution of our retouching process and the essential role Photoshop plays.
“I got into this business because I’ve always been passionate about visual storytelling. When Photoshop first came out, it felt like opening up a magical box of endless possibilities. It changed the way we approached every project, matching our skills with the tools to create images that matched the vision in our heads. And we’ve never looked back.”
– Charlie Cronley, OMS Retoucher
The Power of Photoshop in Commercial Photography
Since its release in 1990, Adobe Photoshop has become synonymous with digital image editing. What began as a basic graphics program has grown into a powerful tool, transforming the way commercial photographers, designers, and marketers craft their visual content. Whether it’s for retouching fashion, creating flawless product shots, or designing eye-catching advertising campaigns, Photoshop is the go-to tool for all kinds of creative professionals.
“At OMS, Photoshop is the sculptor’s tool we use to fine-tune and polish all our post-production work,” Charlie explains. “From chiseling the smallest details in beauty and headshots to master- crafting crisp, clean product photography for eCommerce, it’s absolutely indispensable. We also wield our Photoshop powers heavily in advertising—especially for food, drink, and liquid photography, where we often push creative boundaries to bring ideas to life.”
– Charlie Cronley, OMS Retoucher
Photoshop’s Evolution and Creative Cloud
Today, Photoshop has come a long way from its early days. With the introduction of layers, multiple undos, and Creative Cloud, it became even more accessible and versatile, meeting the diverse needs of creatives across industries. Now, tools like AI-powered features, advanced retouching capabilities, and seamless integration with other Adobe apps make Photoshop more powerful than ever before.
The evolution of Adobe Photoshop has not only redefined commercial photography but also revolutionized the way we approach creative work. It enables our team—and businesses like those we work with—to produce and consume high-quality visuals at a scale and level of detail that was previously unimaginable.
Want to see more of our retouching and post-production work? Check out some of our standout projects OMS Retouching