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How is this "effect" achieved?


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Well, if they're digital raw files, you can change the white balance and you can then you can play w/desaturate individual colors, there's lots of ways to do it. In fact, if you have lightroom, there's a preset that almost does exactly what you have here:) You just have to then go in and modify that.
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once i saw a guy doing images like this and i remember him assigning adobe1998 profile to aim profile to get this light/white tones. Have a look at this thread at retouch pro. says how its done. AIM color space - Gamma 1.00 [Archive] - Photo Retouching - RetouchPRO-
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It looks like he is selectively desaturating one, two or all colour channels. The other obvious thing to see in these images is that there is no true white point. The brightest highlights are a shade of gray. Pull the right slider towards the middle a bit in the 'output' control in levels.
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