The present invention discloses and teaches a new and improved photographic flash attachment, light reflecting apparatus that is lightweight, flexible, easily attached and/or detached from a camera flash and conveniently stored in a rolled or folded configuration. The disclosed flash reflector is configured from a thin, flexible, planar preform of polyurethane foam material, or any other suitable material, into an adjustable, generally concave configuration whereby adjusting the reflectors shape adjusts the power of the light it reflects to balance with the existing natural light or bounce off a ceiling thereby eliminating and/or reducing shadows about the photographic subject.