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A quick follow up question: Is the set fairly lit to get the eyes nice and wide like that? Do they use a higher fstop to cut down on the ambient light and then just power up the strobes to get the look.
Do you mean eyes or pupils? Your eyes will be wide, unless you have the sun or a 500W modelling light shining into your face—obviously no squinting issue in the shots above. The pupils are relatively constricted (black part of the eye is small): you can get this result with a 100W modelling light, or some ambient lighting. My studio has overhead fluorescents that generate about EV 8 (ISO 100) of ambient, which is standard for an office workplace and keeps pupils constricted to the extent seen above. This ambient is killed at the apertures I use for portraits (f/5.6-11) so I rarely use modelling lights to influence the iris.
My studio as illuminated with fluorescents. Exposure is f/2.8, 1/30s:
Fluorescents are on, but have no effect @ f/8, 1/250s:
Fluorescents are on, but have no effect @ f/8, 1/250s. Key is Profoto Magnum reflector (13"), with wide-area fill, no modelling lights. Note pupils are not wide open (dilated), nor are they constricted the way they would be on a sunny beach:
All these shot at ISO 100.