About Francis
One person.
Involved from the start.
I’m Francis Setash. I help owner-led businesses show their work, keep a regular social presence, and reach relevant clients and referral partners.
Behind f/Setash
Hi, I’m Francis.
I’m a photographer, filmmaker, and outreach consultant. I like working with people who care about what they do and want that care to come through in how they present their business.
I’ve spent over 20 years in engineering, technology consulting, and client relationship management, including business development and client retention. That experience shapes how I work: ask good questions, understand the details, and follow through.
With f/Setash, you work directly with me. We can plan a shoot, build a body of content, or work out how to reach a new audience. I stay involved in both the thinking and the making.
Based in Medford, New Jersey.
My sports and event photography lives at Stash Shoots ↗.
Working together
A clear plan.
Direct communication.
Some projects start with a clear brief. Others take a little work to define.
We can plan a single shoot, build a regular content rhythm, or work through an outreach challenge. Start with the part you need help with; we can bring other services into the work when they’re useful.
When substantial research or strategy is needed, I’ll propose that as a separate piece of work, with recommendations you can use. A straightforward shoot can go directly to a proposal.
Before starting, we agree on what I’ll do, what I’ll need from you, timing, and fee. If the work changes, we talk through the plan together.
Tell me what you’re working onTechnical contributions
Book credits.
I’ve contributed technical reviews to six books on software, infrastructure, and AI.
- Effective Platform EngineeringTechnical reviewer, pre-publication review
- Prompt Engineering in PracticeTechnical reviewer
- 100 Go Mistakes and How to Avoid ThemTechnical reviewer
- HTML5 for .NET DevelopersTechnical reviewer
- Windows IIS in a Month of LunchesTechnical reviewer
- Microsoft SCCM in a Month of LunchesTechnical reviewer