I have been shooting commercially for 20 years and the first ten or so years we had to create everything in camera, and shoot on large format film. This meant that lighting and mood had to be inherent in the image and not added later in post production. Now that I shoot on large format digital I still like
to make the entire image for real without recourse to much retouching. I think that reality in an image is the most important thing and my whole process is geared towards considering the image carefully on the shoot day in the studio and not leaving it to a later process to create it.