foofing

"A non-technical photographic term for bouncing the light from a flash unit off of a nearby wall or other neutral-colored object in order to diffuse and redirect the light. It produces far more natural looking light (and shadows) than firing a flash directly at the subject.

While shooting the couple's first dance, the wedding photographer swiveled the head of his flash to one side so that he was foofing them rather than blasting them with hard light."

from the Urban Dictionary

I heard this term used by Denis Reggie at Partnercon, and I can't wait to try it out!