An image capturing apparatus comprising: a photometric logic configured to measure light incident on objects in the field of view of the image capturing apparatus; a flash device comprising: a light emitting element configured to emit light, and light controlling elements comprising: a light receiving surface, and a light exiting surface that is non-parallel to the light exiting surface of at least one other light controlling element of the flash device, wherein the light controlling elements are individually adjustable to vary a difference between an amount of light received at the light receiving surface and an amount of light exited from the light exiting surface; and characterised by a flash controlling logics operatively connected to the photometric logic and the flash device and configured to control the light controlling elements to vary the difference between the amount of light received at the light receiving surfaces and the amount of light exited from the non-parallel light exiting surfaces based on the measured light incident on objects in the field of view of the image capturing apparatus, wherein the flash controlling logic is configured to vary the difference between the amount of light received at the light receiving surfaces and the amount of light exited from the light exiting surfaces individually for the light controlling elements to control direction of light emitted by the flash device. a photometric logic configured to measure light incident on objects in the field of view of the image capturing apparatus; a flash device comprising: a light emitting element configured to emit light, and light controlling elements comprising: a light receiving surface, and a light exiting surface that is non-parallel to the light exiting surface of at least one other light controlling element of the flash device, wherein the light controlling elements are individually adjustable to vary a difference between an amount of light received at the light receiving surface and an amount of light exited from the light exiting surface; and a light emitting element configured to emit light, and light controlling elements comprising: a light receiving surface, and a light exiting surface that is non-parallel to the light exiting surface of at least one other light controlling element of the flash device, wherein the light controlling elements are individually adjustable to vary a difference between an amount of light received at the light receiving surface and an amount of light exited from the light exiting surface; and a light receiving surface, and a light exiting surface that is non-parallel to the light exiting surface of at least one other light controlling element of the flash device, wherein the light controlling elements are individually adjustable to vary a difference between an amount of light received at the light receiving surface and an amount of light exited from the light exiting surface; and characterised by a flash controlling logics operatively connected to the photometric logic and the flash device and configured to control the light controlling elements to vary the difference between the amount of light received at the light receiving surfaces and the amount of light exited from the non-parallel light exiting surfaces based on the measured light incident on objects in the field of view of the image capturing apparatus, wherein the flash controlling logic is configured to vary the difference between the amount of light received at the light receiving surfaces and the amount of light exited from the light exiting surfaces individually for the light controlling elements to control direction of light emitted by the flash device.