Great review! I've seen several reviews of this Hassleblad, but yours, by far, is the most interesting, because you're comparing it to the other Hassleblad, not just the camera, but the lenses as well. It's a great way to see what the capabilities are. Kenneth's family are adorable!
One thing you appreciate, after watching the photos side by side, are the new modern lenses. They are so much sharper. But the old ones does have that nice “vintage” look too. It is subjective. Anyway, love the new models (cute kids). JP, you should buy this since you have the old camera and all those lenses. Hasselblad should offer to sell just the BACK. Thanks.
Hasselblad includes a focus screen mask in the box, so you can see the sensor crop when using the back on your 500 series camera. You can also buy a dedicated focus screen with crop marks and split prism, so accurate focus becomes much easier to achieve. Agree your sentiments about colour and dynamic range. Image quality is superb and outweighs any concerns about speed, etc.
Great review and great to hear your story about the dropped 40mm. The colours look fantastic in your images, and I find this to generally be the case with Hasselblad. I’ve used the 500CM for 15 years and looking forward to getting the 907X.
High winds, a sandy beach, camera gear, digital backs: what could go wrong?! I could easily opt for the older camera/dig back route, because to me....VERY similar results, and software will take care of that! LOVE that Hasselblad is allowing us to mix the old and new. You guys make a Great Team; very enjoyable delivery, and INFORMATIVE always.
@@kennethcmerrill I turn my back to the wind, have the camera pointed downward so gravity is taking dirt away from sensor, have the new lens close by, and swap with minimal gap. AND I still would get dirt inside my 5Dm2! Haha
Great review, it's interesting to how close the quality of the older lenses really are! Based on personal experience I'd say the old hasselblad Zeiss lenses are sharper than most modern lenses, which is really amazing. I'd love to have this for my 500c, but it's just too expensive. I could maybe save up for it, but I bet by the time I did, they'd have something better.
Thanks for the review, though it makes me wish I hadn’t bought the X1D II, as I could use the digital back together with my old hassy 500c and 500 elm. But still the X1D is by far the best camera I have owned
Great review! Yup, like you guys, I have both systems. The XCD 65mm looks like Hasselblad really tried to match the Zeiss standard 2.8 80mm that all the V-series cameras usually came with. The rest of the latest XCD lenses are so good in a modern sense, there is really no longer a comparison.
Great review/comparison guys! Im a HUGE Hassy fan. Have you shot the 907X in studio at all w/strobes? and do you know if you can use a transmitter via PC cord or?
40 years old lens - the Zeiss Planar was designed by Dr. Paul Rudolph in 1896. It suffered from glare with 6 elements. In the 1930s, Mr. Makula at Zeiss invented the T coating and this made the Planar suitable for the Hasselblad V system in the 1950s to start with. Later, the T coating was improved and called T*.
Please keep showing content on this camera! There aren't a lot of reviews on RUclips! Can you possibly show the settings of the camera and how the UI works? Do you think the slow AF is a killer for this camera or can you get buy and are we just spoilt with eye AF systems...thanks!
We had to ship it back shortly after we shot this, unfortunately, but we're both eager to get one in our hands again! We'll see what we can do. As for the autofocus, that's for you to determine, of course ;). Personally I would wrestle with the AF for the sake of the amazing colors and tones the camera renders, but I'm also very used to manual focus, coming from cinema and rangefinder world. So I know that if worse comes to worse, I could just manually focus. If you go shoot with a Pentax 645 or Contax 645 film camera, that might give you an idea of how the AF performs. It felt similar to that.
Nice review! I am saving now for the X1D II......or is it going to be this one? I already have the 45/4 P, 2 batteries and 2 256 GB SD cards....so still time to choose...!
Great review and comparison. Like that 907 but for me 500C all day lang ;-) call me nostalgic hehehe I would have loved a comparison between the 907X and a use H5D-50C (must be C) cause they come used in that price range now, just for the sake of output comparison. Thanks for sharing.
I don't know if that's a sensor issue or the fact that it's just so big. We did find ourselves blowing off the sensor occasionally, but I wouldn't say it was any more than what would happen with a Sony Alpha body. I think most cameras that don't have a closed shutter when the lens is off (God bless Canon for implementing that) will require "checking the gate" frequently.
Kenneth Merrill Totally agreed. I had to inspect the sensor every time I took off the lens. Otherwise, I could be in for a disappointment. The good news is, Hasselblad lenses are so expensive, I don’t have that problem very often.
Nice video, I loved using my Hasselblad’s but the digital back price is way over the top, I can get the job done now with my Canon camera’s. SLR has come a long way from the days of film! To day I don’t meet a client that knows anything about the camera you use!
I would buy this (assuming that I had 10k laying around) over anything Leica not because there's anything wrong with Leica, but rather how much more interesting the Hasselblad is in usage especially if the back works with 500 c/m bodies. Because sometimes you want to use film rather than digital.
I understand from other reviewers that there is no live histogram, only static after you've captured an image? For $6400, you would think that would be included?
Robert Grenader maybe old school manufactures like hasselblad and leica are trying to encourage you to develop your skills and not just rely on technology all the time for every aspect of your photography process .. this back is aimed at film shooters who have No histogram to work with under traditional methods ..
By the looks of things, shots taken with the 500CM seemed a bit sharper with better color, and you were using a very old lens that isn't even a T*, i feel the results would have been even better with a more modern lens such as a CFI.
Hi.i see, i said , every new version of cameras , do have nice , outfit' s designed .good pictures , good video's ...can be super in colors .great in b and w ....
@@TheSlantedLens i know, thats what i meant, 67% larger area(!) is nothing. Fullframe is twice the area of DX, thats a difference where i understand people going fullframe vs DX. But the hasselblads sensor is only 7mm bigger than fullframe, thats nothing compared to even the small 645 medium format, let alone a 6x6 hasselblad which is 3,6 times bigger than fullframe thats 360% ! I mean each to their own, but i cant see the benefit of this. Not even if you alread own a hasselblad.
The actual frame area of 6x6 is more like 56mmx56mm to the extreme edge of the frame and actually varies a bit depending on camera/back/etc... in my testing of my 500 series cameras you can actually frame a bit less in the finder (the 56mm is a bit wider than what you see on the focus screen so it's more like 53-55, very hard to tell). Most of the time you crop 6x6 to somewhere near 6x4.5 for commercial use which is actually more like 56mm best case on the. long edge. Practically you probably go in a bit for 1mm reasons (tiny straiten, the fact you framed a bit tighter based on the VF etc etc) The actual size of the sensor is 44mmx33mm tells you a bit more, so does the "normal lens" which is 65mm vs 80mm on 6x6 = not that much different. Also if you LOVE square pictures like I do then cropping square = 33x33 and you loose far less resolution than cropping 24x36 "full frame". In practicality is is MUCH bigger given most verticals are cropped 4:3/6x4.5-ish from 3:2 35mm images. (kind of why the 24x70 is so popular for portrait and fashion shooters = the long end seems longer when you are not using the 3:2 aspect ratio for 99% of you pics).
Nope but... you can buy the older version used aka CFV-50c but it's NOWHERE near as nice as this and believe it or not on eBay they go for north of $5000 right now. In fact most go for MORE than the current, FAR BETTER combo.
Old medium format lenses did not giver high res. It was the larger neg that did that as you did not have to enlarge the image as much. MF lenses actually resolved less than 35mm lenses.
Would help if you had a lens hood! So much nonsense talked about lens suitability with digital sensors, as can be seen there is little difference and what there is can be done in post production.
Not a single mention of Fuji gfx100 for basically the same cash as the hassy back plus a lens? Gfx 100s even cheaper. Double the pixel count and infinitely more practical. Love the hassy but up against Fuji's offerings in the MF arena, its toast.
You can not compare unless you actually say what lenses you use. I see that you mentioned it below in the comments but you don’t in the video and thus it is sort of misleading. There isn’t just one 40 mm V lens. There are really old ones and even a newer one made for digital backs
@@TheSlantedLens The sensor exits in Fujifilm, so it could be easy to make, maybe they wait for an updated sensor !? By the way, do you not have any CF/CFE/CFi Hasselblad lenses, coating are much better on the newer Hasselblad lenses ;)
It is an expensive digital back with an adapter. Calling this a camera makes the offer a bit more reasonable but it still does not operate like a real camera. It’s just a back and overpriced. There are many other backs that fit the 500 and don’t break the bank. This is for people who want this for its look. Nice looking gimmick.
and....you are wrong!!!! 1 It is not overpriced. Tell me a 50mpx back which has a tilting screen, Wifi and fires the shutter of a Hass lens for less AND fits the XCD range?. Exactly there isn't one. And why not have one which is aesthetically pleasing? You are just coming across as salty for no real reason.
Great review! I've seen several reviews of this Hassleblad, but yours, by far, is the most interesting, because you're comparing it to the other Hassleblad, not just the camera, but the lenses as well. It's a great way to see what the capabilities are. Kenneth's family are adorable!
Thanks for your comment Jasmine. Yes it was fun to compare the old and the new!
You can take care of the Chromatic A, Edge sharpness and Contrast in Hasselblads Phocus Post production for all old Zeiss lenses.
Thanks for sharing your knowledge and expertise!
I don’t come here often, but I needed to say the beard is a stellar look sir!
Yeah, the eldery dude looks good as well
Thanks for the compliment from both of us. LOL!
One thing you appreciate, after watching the photos side by side, are the new modern lenses. They are so much sharper. But the old ones does have that nice “vintage” look too. It is subjective.
Anyway, love the new models (cute kids). JP, you should buy this since you have the old camera and all those lenses. Hasselblad should offer to sell just the BACK. Thanks.
That would be awesome. I am thinking about it.
This is a must watch camera comparison
Thanks man!
Appreciate the feedback! Thanks for your comment!
Hasselblad includes a focus screen mask in the box, so you can see the sensor crop when using the back on your 500 series camera. You can also buy a dedicated focus screen with crop marks and split prism, so accurate focus becomes much easier to achieve. Agree your sentiments about colour and dynamic range. Image quality is superb and outweighs any concerns about speed, etc.
That is so good to know. Thank you!
Thanks for sharing your knowledge!
I love your style - honest to the point and interesting - what is not to like?
Thanks Nelson. Appreciate your comments!
Great review and great to hear your story about the dropped 40mm. The colours look fantastic in your images, and I find this to generally be the case with Hasselblad.
I’ve used the 500CM for 15 years and looking forward to getting the 907X.
That sounds awesome. Enjoy your new purchase!
Great video, I'm glad I didn't sell my 503CW would of loved to see a graphic differences between the 6x6 and the new sensor crop.
That would be cool. Have fun with your Hasselblad!
High winds, a sandy beach, camera gear, digital backs: what could go wrong?! I could easily opt for the older camera/dig back route, because to me....VERY similar results, and software will take care of that! LOVE that Hasselblad is allowing us to mix the old and new. You guys make a Great Team; very enjoyable delivery, and INFORMATIVE always.
Thanks for your comment and thanks for watching!
Who else was screaming when he took the back off on a windswept beach?
ME! I die a little inside every time I see reviews exposing sensors in dirty environments, especially ones this expensive.
Yeah, the beach is not kind to photo gear!
@@chadpurser How do you ever change a lens?
@@kennethcmerrill I turn my back to the wind, have the camera pointed downward so gravity is taking dirt away from sensor, have the new lens close by, and swap with minimal gap. AND I still would get dirt inside my 5Dm2! Haha
Good comparison. Would have liked you to shoot a roll of film and compare digital to film on the 500
That would have been great. Next time!
Great review, it's interesting to how close the quality of the older lenses really are! Based on personal experience I'd say the old hasselblad Zeiss lenses are sharper than most modern lenses, which is really amazing.
I'd love to have this for my 500c, but it's just too expensive. I could maybe save up for it, but I bet by the time I did, they'd have something better.
Then you will be able to get something even better. Good luck!
Thanks for the review, though it makes me wish I hadn’t bought the X1D II, as I could use the digital back together with my old hassy 500c and 500 elm. But still the X1D is by far the best camera I have owned
I can see why you wish that. But I think you made a good choice with the X1D II.
If they would have offered a top down foldable EVF, simular to what the 500C "looks" like.. Man it would have a huge accessory seller.
Yeah, it would have. But I don't see how they could get that to work with that camera body.
Great review! Yup, like you guys, I have both systems. The XCD 65mm looks like Hasselblad really tried to match the Zeiss standard 2.8 80mm that all the V-series cameras usually came with. The rest of the latest XCD lenses are so good in a modern sense, there is really no longer a comparison.
Yes. It is a beautiful lens. Thanks for sharing your experience!
Beautiful system by Hasselblad, I'm currently saving up for one myself (half way there!). Can't wait to get one into the studio! Great video guys!!
That is awesome. Let us know how you like it!!!
Congratulation for 400K!
We are nearly there. Thanks for the comment!
Great review/comparison guys! Im a HUGE Hassy fan. Have you shot the 907X in studio at all w/strobes? and do you know if you can use a transmitter via PC cord or?
We haven't done an in studio shoot with strobes. We loved shooting with it!
40 years old lens - the Zeiss Planar was designed by Dr. Paul Rudolph in 1896. It suffered from glare with 6 elements. In the 1930s, Mr. Makula at Zeiss invented the T coating and this made the Planar suitable for the Hasselblad V system in the 1950s to start with. Later, the T coating was improved and called T*.
and yet still the best - I used several extensively on Contax 35mm and 645 and Hass - legendary stuff
Thanks for the history lesson. It is interesting to hear about.
The Hasselblad technicians will tell you that the T coating was a marketing tool, there was little difference if no difference.
Please keep showing content on this camera! There aren't a lot of reviews on RUclips! Can you possibly show the settings of the camera and how the UI works? Do you think the slow AF is a killer for this camera or can you get buy and are we just spoilt with eye AF systems...thanks!
We had to ship it back shortly after we shot this, unfortunately, but we're both eager to get one in our hands again! We'll see what we can do. As for the autofocus, that's for you to determine, of course ;). Personally I would wrestle with the AF for the sake of the amazing colors and tones the camera renders, but I'm also very used to manual focus, coming from cinema and rangefinder world. So I know that if worse comes to worse, I could just manually focus. If you go shoot with a Pentax 645 or Contax 645 film camera, that might give you an idea of how the AF performs. It felt similar to that.
We love the Hasselblad and will try to get ahold of it again for more content. Thanks for your comment.
Thanks for your answer Kenneth!
This episode looks really good. The colors and tonality are really filmic.
Thanks for your feedback Daniel and thanks for watching!
Nice review! I am saving now for the X1D II......or is it going to be this one? I already have the 45/4 P, 2 batteries and 2 256 GB SD cards....so still time to choose...!
That is such a tough decision!
That is a really hard decision. They both have their strengths!
Best review Ive seen would get one for sure!
It was super fun to shoot with!
Sharp images , clear , clean, and colorful ....if not , that is fine ...
Yep, a great camera with fantastic color!
Your videos are the best part of Thursday.
Wow, that's awesome! Thanks for your positive feedback!
I wanted to know this one. Thank you very much.
You're welcome. Good luck deciding!
An awesome camera. If you own the old film camera, can you purchase hist the new electronic back?
Not as yet - but it will be soon - I am told - but since they are selling every 907 they can make....
That would be awesome. Let us know how you like it.
Great review and comparison.
Like that 907 but for me 500C all day lang ;-) call me nostalgic hehehe
I would have loved a comparison between the 907X and a use H5D-50C (must be C) cause they come used in that price range now, just for the sake of output comparison.
Thanks for sharing.
That would be an interesting comparison. Thanks for your comment!
Great review/comparison! It is probably me, but the 500CM shots were more appealing to me.
They do have a nice vintage feel to them.
Hi guys. Nice review. I've heard that the X1D II 50C sensor attracts dust more readily that other cameras. What was your expeieince with the 907X 50C?
I don't know if that's a sensor issue or the fact that it's just so big. We did find ourselves blowing off the sensor occasionally, but I wouldn't say it was any more than what would happen with a Sony Alpha body. I think most cameras that don't have a closed shutter when the lens is off (God bless Canon for implementing that) will require "checking the gate" frequently.
Kenneth Merrill Totally agreed. I had to inspect the sensor every time I took off the lens. Otherwise, I could be in for a disappointment. The good news is, Hasselblad lenses are so expensive, I don’t have that problem very often.
It wasn't any different than any other sensor.
I alwasy love your silly intros keep up the great work!
Glad you like them! Appreciate your feedback!
Great Review, reminds me PENTAX color
Thank you. Hasselblad color is amazing! Enjoy your Pentax!
6:31 Never thought I'd see a Hasselblad on a tripod tilted 45°
It's that slanted thing! Thanks for watching!
Nice video, I loved using my Hasselblad’s but the digital back price is way over the top, I can get the job done now with my Canon camera’s. SLR has come a long way from the days of film! To day I don’t meet a client that knows anything about the camera you use!
That is true. Most clients aren't in tune with the cameras.
I would buy this (assuming that I had 10k laying around) over anything Leica not because there's anything wrong with Leica, but rather how much more interesting the Hasselblad is in usage especially if the back works with 500 c/m bodies. Because sometimes you want to use film rather than digital.
That is the beauty of it. To be able to use it with your film camera.
I understand from other reviewers that there is no live histogram, only static after you've captured an image? For $6400, you would think that would be included?
The value is in the format size and the color science.
Robert Grenader maybe old school manufactures like hasselblad and leica are trying to encourage you to develop your skills and not just rely on technology all the time for every aspect of your photography process .. this back is aimed at film shooters who have No histogram to work with under traditional methods ..
Also no turbo thrusters....you would think that for....man thats picky
Just love it - from a Hasselblad fanboy
They do get you hooked don't they!
By the looks of things, shots taken with the 500CM seemed a bit sharper with better color, and you were using a very old lens that isn't even a T*, i feel the results would have been even better with a more modern lens such as a CFI.
The lens series I have is the old series of lenses. But as you can see they are still very sharp!
excellant review , thank you
Our pleasure! Glad you found it useful!
Awesome camera tech, maybe not for family beach snaps though. Great video.
Fair enough! Thanks for your comment!
Do you use the 500Cm with film or the 50c-II???
We use the 500 CM with film.
Hi.i see, i said , every new version of cameras , do have nice , outfit' s designed .good pictures , good video's ...can be super in colors .great in b and w ....
Those Hasselblads are super cameras!
but this is only a bit bigger than a 35mm sensor, right? so its like the fuji "medium format" sensors, not 6x6 or even 645 or am i wrong?
Here is what they say about it: "50MP sensor. It's still medium format, and 67% larger in area than full frame"
@@TheSlantedLens i know, thats what i meant, 67% larger area(!) is nothing.
Fullframe is twice the area of DX, thats a difference where i understand people going fullframe vs DX.
But the hasselblads sensor is only 7mm bigger than fullframe, thats nothing compared to even the small 645 medium format, let alone a 6x6 hasselblad which is 3,6 times bigger than fullframe thats 360% !
I mean each to their own, but i cant see the benefit of this. Not even if you alread own a hasselblad.
The actual frame area of 6x6 is more like 56mmx56mm to the extreme edge of the frame and actually varies a bit depending on camera/back/etc... in my testing of my 500 series cameras you can actually frame a bit less in the finder (the 56mm is a bit wider than what you see on the focus screen so it's more like 53-55, very hard to tell). Most of the time you crop 6x6 to somewhere near 6x4.5 for commercial use which is actually more like 56mm best case on the. long edge. Practically you probably go in a bit for 1mm reasons (tiny straiten, the fact you framed a bit tighter based on the VF etc etc)
The actual size of the sensor is 44mmx33mm tells you a bit more, so does the "normal lens" which is 65mm vs 80mm on 6x6 = not that much different. Also if you LOVE square pictures like I do then cropping square = 33x33 and you loose far less resolution than cropping 24x36 "full frame". In practicality is is MUCH bigger given most verticals are cropped 4:3/6x4.5-ish from 3:2 35mm images. (kind of why the 24x70 is so popular for portrait and fashion shooters = the long end seems longer when you are not using the 3:2 aspect ratio for 99% of you pics).
Which generation film lens was this c,ct, cfe ,cfi ? Many thanks
The 120mm and 40mm are CF Lenses. The 80mm is from 1973 or earlier. I bought it used. The number has an NR preceding it.
I believe there is an insert for the cropping.
Comes in the box!!!
Yes. We found that out. Thanks for your comment.
Can never replace film.
It is a different animal isn't it!
I understand the 907x lacks a DOF preview function?
Correct. It does not have a depth of field preview funtion.
@@TheSlantedLens ...well that begs the question...how does one know what's in focus? Do I need to carry a Dof calculator like I do for my 4x5?
actually... it does when the back is used on a 500 series ;-)
@@robertboyer5926 ... discovered that dof preview is available with grip option.
What about using the film back on the 907x? :-)
That would be nice. But it doesn't work with the film backs.
I just wonder anyone know if we can purchase the back separately and what will be the price of it.
You can't purchase the back separately. That is the camera.
Nope but... you can buy the older version used aka CFV-50c but it's NOWHERE near as nice as this and believe it or not on eBay they go for north of $5000 right now. In fact most go for MORE than the current, FAR BETTER combo.
Old medium format lenses did not giver high res. It was the larger neg that did that as you did not have to enlarge the image as much. MF lenses actually resolved less than 35mm lenses.
That is interesting. I think I will read more about that. Thanks for sharing your knowledge!
Mark Davidson can you prove that ? Would be interested to see you 35mm up against a hassleblad 6*6 film image drum scanned !
Is that Huntington Beach?
Yep it is. Thanks for watching!
Is this Huntington Beach?
Yep! That was Huntington Beach!
@@TheSlantedLens nice. Cool
Camera. thats where I live.
@@TheSlantedLens are you a Nikon guy?
Would help if you had a lens hood! So much nonsense talked about lens suitability with digital sensors, as can be seen there is little difference and what there is can be done in post production.
That is true to a point. But some lenses are definitely much sharper than others!
Should have had a square sensor, but then, Hasselblad doesn't make sensors. You'd be fully able to shoot the old C/M like a Hassy.
They will come eventually - and yes I agree
Thanks for your input and thanks for watching!
Not a single mention of Fuji gfx100 for basically the same cash as the hassy back plus a lens? Gfx 100s even cheaper. Double the pixel count and infinitely more practical. Love the hassy but up against Fuji's offerings in the MF arena, its toast.
That GFX 100 is a great camera as well!
Beach .. wind ... change a medium format digital back.
Thanks for watching and keep on clickin!
Two of best .500cm .50c .907x .done ....well
Glad you enjoyed it. Thanks for watching!
just one lottery ticket away...
LOL. Wishing you lots of luck!
You can not compare unless you actually say what lenses you use. I see that you mentioned it below in the comments but you don’t in the video and thus it is sort of misleading. There isn’t just one 40 mm V lens. There are really old ones and even a newer one made for digital backs
The older lenses are from the 90's and the 70's.
You open the sensor on the beach!!!! the camera for sure is not yours! lol!
You must not be from the coast. We shoot at the beach all of the time. We had not problems with it.
Ask Hasselblad when we will see a 100 (+) megapixels version !
That would be awesome!! Thanks for your comment!
@@TheSlantedLens The sensor exits in Fujifilm, so it could be easy to make, maybe they wait for an updated sensor !?
By the way, do you not have any CF/CFE/CFi Hasselblad lenses, coating are much better on the newer Hasselblad lenses ;)
Maybe my eyes are deceiving me but I do not see why I would pay 6300$ to get these pictures.
The images are way better in person.
Holy wind....
Yeah, it did get a bit windy.
65mm got more contrast.
That newer lens does have a lot more punch to it. Thanks for your comment.
It is an expensive digital back with an adapter. Calling this a camera makes the offer a bit more reasonable but it still does not operate like a real camera. It’s just a back and overpriced. There are many other backs that fit the 500 and don’t break the bank. This is for people who want this for its look. Nice looking gimmick.
and....you are wrong!!!! 1 It is not overpriced. Tell me a 50mpx back which has a tilting screen, Wifi and fires the shutter of a Hass lens for less AND fits the XCD range?. Exactly there isn't one. And why not have one which is aesthetically pleasing? You are just coming across as salty for no real reason.
Thanks for sharing your knowledge Nelson!
+
Thanks for watching and enjoy your camera!
@@TheSlantedLens Could you compare Canon R6 vs Sony A7c vs Fuji xt-4?
Weird stuff will always be super expensive. It's just supply & demand, so you can't have your cake & eat it too. Sorry.
That is a good point. Thanks for watching!
although.....they are selling every one they make - waiting list worldwide.....
that hassel...the most silly camera ever
I take it you haven't shot with one.
Windy day at the beach. Worst place to take the camera to. Well done, not.
While others hide inside we go out and shoot. Cameras are made to be used, not hidden away.
There will be lots of sand in that camera.
Yes, that beach sand it not kind.
What an inconvenience of a camera, that is what I see. sorry not a fan!
It is a more deliberate work approach.