The man who started it all: George Simhoni founded Westside more than 35 years ago. His work is iconic, widely known and studied across North America. A master of his craft, George is a problem-solver who exhausts all details so that he can deliver a seamless image from a technically challenging production. His photos have been described as a blend of art and photography, a style both ethereal and powerfully subtle. His style has evolved as technology and the industry changed. His vast experience is evident in every frame.