To bounce light is to reflect it from the source to the subject. It is an alternative to direct light and can be used with both flash and natural light. Light can be bounced using a reflector, white foam core, or even by environmental elements like snow, white walls, and light concrete. Bounced light is often used as fill, but can also be used as a key when bouncing from a flash to something reflective onto the subject. A common run-and-gun technique for scenarios like events is bouncing an on-camera flash from the ceiling as an alternative to direct flash.