As a leader in the development of photographic technology with an equally strong passion for the art of image-making, Hasselblad has empowered thousands of photographers with its state-of-the-art equipment, software, and strong customer support system since its founding in 1941. As part of its commitment to supporting the art and science of photography, Hasselblad launched the Masters competition in 2001. This year marks the 10th anniversary of the competition and, like each of the nine groups of Masters before them, the 2012 award winners represent some of the most talented photographers in the world in each of the eleven categories. To honor and acknowledge their excellence in image-making and dedication to the art and craft of photography, we provided each recipient with an H4D medium format camera, lenses, and Phocus software. The current eleven Masters were asked to create a body of work based on the theme “Evoke” for this installment of the Hasselblad Masters series. I invite you to explore Hasselblad Masters: Evoke and hope that you will appreciate and enjoy the amazing images created by this year’s exceptionally gifted award winners.