Focus Shift is us – Ivaylo Petrov – photography and Sofia Zasheva – retouch, based in Sofia, Bulgaria. It is also a name for an idea and a name for everything we do best.

Our project began a few years back, when we were third year students at the university. A formal training in photography does have its benefits, but, like many other things in life, one also has to push the things by himself in order to start producing great work. It was a constant process of building up our skills, sometimes reaching to the point of pure obsession. And even now, it still is.

We strive to make our work distinguishable and characteristic and we believe that this should be achieved with both technical proficiency and, even more importantly, personal attitude and the specific vision we bring to every project we start. Whether we do a full-scale photography project or a retouch for a series of photos, our quality standards are high. Really high.

Our way of approaching assignments gradually gathered a small, but dedicated team of talented people around us and we’re able to execute projects of all scales – from personal photosessions, model books and standalone retouching, to large campaigns with high production values. The way we do our work is flexible and we can usually fit in various budgets. If you need additional information, ask us.