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By John Owens

What if I told you that you could completely immerse yourself in surround via a photograph. A complete 360 degree panorama experience created by a single digital image. You wouldn't believe it, would you?

Well this PPA and Atlanta-based photographer, Fabio Musio, came up with a way to do just that and he is now one of the very few who know how to make it happen. Hopefully his story will inspire you to try something new!

Fabio 2.jpg

Fabio, a former engineer and self-proclaimed salesman, janitor and CEO, creates virtual tours through his imagery. The tours could be of a building, a concert venue, a park, a car dealership... even space! His photography hasn't taken him out of the atmosphere yet, but (beyond) the sky is the limit.

Originally from Torino, Italy, Fabio moved to the U.S. in 2007 and worked as an avionics system designer. For a few years, he worked 6-7 days a week and was doing nothing with his downtime, so he decided he needed a hobby--an expensive one so he would be forced to do it. Guess what he chose?

He left his job and created his company in January 2012, 100-DC immersive marketing agency, and now has national clients like Google, Red Bull and Expedia or local ones like Atlanta's Fox Theatre or Stone Mountain Park.

He was looking for something on the cutting edge of photography, not wanting to stick to traditional boundaries of the media. He discovered 360 degree digital tours and found his calling. The process involved taking hundreds to thousands of images per scene, then carefully stitching them together to create a single, panoramic high-res image. It takes time, patience and a steady hand. He claims his image of downtown Atlanta taken from a helipad is the largest of the city in existence. He plans to return to the same location to try to enter in the top 10 largest images in the world. 

He first started out as a hobbyist, not seeing it as a future career opportunity. "It's taken a lot of time to transition to a full-time business" he said. "I didn't realize how tough it is to be a professional photographer and I think a lot of people underestimate their skills and offer their photography for next to nothing. But I decided early on that I wasn't going to do that."



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