This is doing way better than I expected. I didn't get my flash to work and Murphy's Law, we had 3 days of very overcast weather, so the shoot was not ideal.
Of course I am not doing magic here getting matches to float upright :-). Like Magic, it is just an illusion. The "water" surface is a piece of paper, the bottom of the water is merely a shadow created by the boxes keeping the paper up. The matches are just stuck through the paper. If you look carefully you can see the paperbits sticking to them. I didn't want to edit those out, I am sure that would not have been allowed.
Before anybody gets all impressed with my ingenuity - I am afraid it wasn't my idea. There is a detailed tutorial here: //1x.com/photo/90368/latest:tutorial Only difference is he uses toothpicks.
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