It’s so exciting to be apart of a great community of women photographers working in the commercial field. I met Keren Sachs when she was at Offset and was wonderful to work with. She recently started TheLuupe which I’m so happy to be apart of! They recently featured me on their blog. You can see the whole interview here! https://theluupe.com/blog/2019/08/27/felicia-perretti-breaks-food-photographys-cliches-with-pure-imagination/
Food and Beverage
A day in the life with Rachel Fontana, strategic communications for Sagamore Spirits. What a job! It was a amazing shoot walking around Manhattan with writer, David Ransom visiting various bars and restaurants where the whiskey can be found. Coming up on their 2 year anniversary the spirit has gained national recognition as well as winning the best rye whiskey at the San Francisco world spirits competition! I’m not a whiskey drinker but Rachel introduced me to their signature whiskey in a cocktail recipe and was blown away. Another unique trait to the brand is the attention to detail in the making of their bottle. They are proud to be born in Maryland and designed the bottle with state representation in mind.
See more here:
Experience the Distillery:
My idea was showcasing stoner's nostalgic snacks they crave after getting high. I re-created the environments using psychedelic colors, lighting, and camera angle. The discussion around marijuana is becoming more accepting as we have seen states approve use for recreational purposes but also see it being used in medical circumstances. People are cooking with the drug, restaurants are adding it to their menu, and the entrepreneur is creating a new market for it.
It was great to be featured on Shutterstock’s lastest post about running a photography business. “It’s time to take your freelance opportunities to the next level. Check out tips from thirteen industry pros on how they run a successful photography business.”…
Happy New Year! 2018 was a great year filled with growth, challenges, and successes. Working as a commercial photographer has evolved over the last few years and will only evolve more aggressively with technology’s peak in the industry. It’s great to revisit past projects, and lost bids because you can see how the work has improved, what other skill sets have been gained, and others that may need work. This business is about constantly growing so any opportunity to improve a skill is a positive thing. Also traits fine tuned should be looked over and maintained.
Similar to my past blog series “Diary of A Commercial Photographer” I’m reiterating the same thoughts and ideas that go through my head from the beginning of my career to now. The wheels are always turning, sketches for the next project are always happening, and always making sure I’m relating to my audience. It’s important to build those relationships, and today those relationships are friendships. Whether I’m working with a art director, graphic designer, or stylist we come together to problem solve and make amazing art!
That is always my goal in my career and I can’t wait to see you in 2019
What a fun project to see grow from beginning to when it hit shelves! When I get to work with new clients on packaging it’s really my favorite thing to do! You get to shoot the product and immediately see it in the design layout through tethering the camera and see the project come to life. It’s really great when the product is of high quality and taste; which of course this was! It’s a new product line Gorton’s was working on. Delicious allergy-friendly recipes and quality of fish. It’s a step away from their traditional cut and styled fish you may be custom to seeing in stores. This had a more authentic approach in the styling and props. We got to use bright light that created more shadow and depth, the packaging was overhead, and the fish fillets we used were broken open showing the meaty fish flakes inside. Yum! The three types of fish were beer battered cod, black bean crusted haddock (personal favorite), and a citrus ginger salmon. They all had a crust to them and side sauce used to drizzle over top. Make sure to find this in the freezer section next time your shopping. Check out the B.T.S. from the shoot!
See their website too! http://www.hooklineandsavor.com
Make sure to read their story! http://www.hooklineandsavor.com/about.html
Get comfortable because marketing isn’t going anywhere. Beyond that you always want to be pushing the boundaries with your work. You cannot get complacent in this business or you will drown. I don’t want to scare anyone but you have to be on your toes always seeing what’s new out there, what you can be doing better or different. I feel that’s part of the fun! It keeps things exciting and it makes for a fulfilling career. This industry is full of changes so keeping an eye and ear out for it will only prepare you. I look to continue to grow and add to my business. Always be networking with new prospects, and enjoy the ride!
Part 2! We had some more to do, which included these really cool stuffed products that had meat and cheese. Great for heating up on the go. Packaging work is some of my favorite work to do because there’s so much attention to the little details, and it can make or break a design. My team and Conagra’s agency out of Canada photographed the re-design of Odom Tennessee Pride’s breakfast and sandwich offerings sold in the frozen food section. The re-design was modern with a white wash wood surface and up to date propping and lighting to bring the food to life! It was a big project shot in 2 parts but we got through it. Excited to share what we put together so keep a look out for the items at your local supermarket.
You can see some of the final designs here: http://www.perrettiphotography.com/commissioned/
What a amazing project this was to work on with Conagra. Packaging work is some of my favorite work to do because there’s so much attention to the little details, and it can make or break a design. My team and Conagra’s agency out of Canada photographed the re-design of Odom Tennessee Pride’s breakfast and sandwich offerings sold in the frozen food section. The re-design was modern with a white wash wood surface and up to date propping and lighting to bring the food to life! It was a big project shot in 2 parts but we got through it. Excited to share what we put together so keep a look out for the items at your local supermarket.
You can see some of the final designs here: http://www.perrettiphotography.com/commissioned/
I’ve been doing this for close to 10 years. To some that’s a long time, and to a lot, I’m just getting started. Either way you can learn a lot personally and professionally working for yourself. In the photography business you have to be prepared for a lot of loses and learn from mistakes. For every “No” you will get that YES! It’s a very hilly battle with competition, slow periods, and even insanely busy times. For all the chaos you still need a plan. Without a plan or goal in mind you will just be spinning wheels.
For the success I’ve had, It comes from my commitment to shooting new work and marketing myself to the right audience. Companies like Agency Access, FOUND, and Yodelist don’t make this stuff up when they always tell us to market ourselves. It’s actually true and it works! When I talk to photo students in college marketing is always my favorite subject to talk about. In school you are learning the craft and becoming skillful in taking pictures, but how are you going to present that to the world? That’s where marketing starts. Before I even get into specifics (which there is not 1 answer for) CONSISTENCY IS KING. If you think your going to do it, you might forget about it in a month, then 6 months goes by, “wait what did I forget to do?” Maybe you got busy, or lazy, who cares, you have to do it or nothing in the long run will happen for your business.
Let’s step back and honestly think about this, who markets? Why? Easy example: Coca Cola. Everyone knows who they are and what they are about. How do we know? Because they are always marketing their product! I bet even more than before because soda sales are going down. Coca Cola has been a staple product for decades and you don’t see them slowing down in their marketing. They want their product on the top of your mind without any hesitation. When you hear soda what’s the first brand that comes to mind? Maybe Pepsi.. But then Coca Cola! hahaha! Consistent marketing will grow your business.
For myself I have come up with a marketing plan that I analyze every year. This is no secret and anyone can do it, it’s just who can do it consistently. I have my plan broken down by month and I list out my To-Do’s for the month. I make phone calls, I send an e-newsletter, I post to social media, I test shoot or update my website, I update my blog, I check out my LinkedIn page, I send out a printed promo piece, and a couple other things here and there. I don’t send an email or printed promo every month. I take into consideration my marketing financials as well as my audience’s email space and know they don’t want an email from me every month! You have to find the balance of keeping your work at the top of their mind but not to over reach and annoy them. Having the marketing plan written out helps keep you on track. With all the above itemized out over the course of 12 months I print it out and tape it right to my door in my office. It’s there to remind me what I need to do for the month. This works for me, but I know some people need more than that to remind them. Put reminders on your phone or computer, whatever works for you. Also what I have on my marketing plan might not apply to you. It comes back to your audience and how they like to see new work or to be followed up with. Whatever that plan may be 1 really great rule of thumb is to have at least 3 modes of marketing outreach.
When your new to business the funds might not be flying in so being budget conscience with marketing at first is fine. Social media is free, so is Facebook, and LinkedIn. Printed promos, and e-newsletters will have a cost. If your still on your family phone plan then make some phone calls to potential clients. Any questions? Email me: email@example.com
Any food that encompasses the style of Italian cuisine I’m all ears and appetite. It was great to work again with New Jersey Monthly on their July feature for Osteria Radici in Allentown, NJ. Owners Randy and Ally were great to work during the photo shoot. The dishes we got to photograph each had their own personality and flavor that was amazing to see. It was great to see their different plate ware and table dressings to incorporate into the photographs. Also the interior had a warm welcome. Check this place out!! You can read the article and see more of my photos here:
This past shoot for Finlandia Cheese was so much fun. When your given the freedom to create the best sandwich using quality cheese the possibilities are endless. We got to spend the day making tasty heroic sandwiches using a variety of Finlandia’s new line of pre-sliced cheeses. They had great varieties and of course swiss! Working with Lisa Russell at her new studio was a great experience. The kitchen to shooting space is seamless. We had Apple TV wireless connection to show the shots large as we were shooting. Also the cool thing about the space is it’s inside center city Philadelphia’s String Theory School. We had high school students who are currently majoring in broadcast come in throughout the day to see what we do. The students were engaged and anxious to watch us work. It’s really nice when you can create work and give back to students at the same time. So rewarding!
Beautiful design is the first thought that comes to mind looking at the new line of Ketel One Vodka Botanicals coming out. The illustrations of floral and fruit bordering the bottle remind me of Marie Antoniette and her beautiful, lavish parties. It was so fun to work with the Ketel One team and agency to create outdoor scenes with a freshly made cocktail. Sourcing mint, fresh fruit, and flowers in January seemed like a difficult feat but I was confident with my team we would get it all and the best quality. In addition to the environmental shots we did some simple on white product shots for them to be able to use on different platforms. Can’t wait to see these in stores! https://www.ketelone.com/vodkas/peach-orange-blossom-botanical/
Putting a video together isn’t simply picking up a video camera and shooting. Just like in still photography you sketch out the idea and start to visualize what you want. With a storyboard you sketch out how each scene will develop. Even if it’s 2-3 second clip, what is going into that visual? Also like shooting any production what’s most important is the planning and communicating it to the team. The more organized and planned you are for the day of the shoot everything will go smoother and no time or money is wasted!
Making a storyboard can be sketched out anyway, but usually it’s a number of rectangles(where you draw your vision) followed by lines or an area to write your specific notes on the action, if there’s script, lighting, and camera angle. You can sketch literally by hand or composite stock photos together or magazine clippings. Get creative! The rectangles ideally would fit the 16:9 ratio as video. I usually use the program Keynote, it’s a simple software that you can change and edit with by using text and images.
Despite the crazy snow we had the shoot must go on! Reynard; a great restaurant in Brooklyn below the Wythe Hotel, and steps from The Brooklyn Brewery. I got to work with the new chef Christina Lecki who worked under April Bloomfield in the past. The kitchen has an amazing wood-fired hearth perfect for photo backdrops. Chef Lecki is really experimenting with simple, meaningful dishes packed with honest flavors. Keeping it simple I feel is always best and not going crazy with 100 ingredients for a dish. We were there capturing all her new dishes which are seasonal. They are open for breakfast, lunch, and dinner so there was quite the array of food. My personal favorite was the Socca dish. Runner up was the bone broth soup poured table side. Delicious! Especially with the snow falling outside. The plates were made by Jono Pandolfi which had some weight and earthiness to them, tying in great with the food palate. If you haven’t been here in the past make sure to stop by soon!
I know we all love hummus but do you want to kick it up a notch? Use beets! Especially in the cold months where are body needs immune-boosting nutrients, beets are high in vitamin C, and potassium. We had a much earlier recipe posted using the greens of the beets which also are very healthy. So all around it’s a great vegetable to cook with.
This recipe is super easy and not much different than your average hummus recipe with chickpeas. What’s great about hummus is you can really cater it to your specific taste so have fun.
• 2 small roasted beets (peeled)
• 1 15-oz. can (1 3/4 cup) cooked chickpeas, mostly drained
• zest of 1 lemon
• juice of 1/2 a large lemon
• healthy pinch salt and black pepper
• 2 large cloves garlic, minced
• 2 heaping Tbsp tahini
• 1/4 cup extra virgin olive oil
1. Roasted beets:
Preheat oven to 375 degrees F. loosely wrap beets in foil tossed with oil. Cook through for about 45-50 minutes. Let cool then peel and cube.
2. Once your beet is cooled and peeled place it in your food processor. Blend until only small bits remain.
3. Add remaining ingredients except for olive oil and blend until smooth.
4. Drizzle in olive oil as the hummus is mixing.
5. Taste and adjust seasonings as needed, adding more salt, lemon juice, or olive oil if needed. If it’s too thick, add a bit of water.
6. Will keep in the fridge for up to a week.
This was such a fun day and everything went smoothly. I can’t stress enough how important pre production to a photo shoot really is. The more planning, communicating with agency, client, and team the better the day will go. We finished our shoot on time if not a little early! Also it’s really nice when you have two amazing assistants on hand. This shoot for Stevia In The Raw was highlighting their newly designed packaging for print ads across many popular food magazines in addition some very tasty recipes using the product. The hero shot was really cool because we worked with Hinge; a 2D/3D animation studio in Portland that created a really cute gingerbread man character that they placed in my photograph for the final!
For the recipes they were all amazing, but I think my personal favorite was the chocolate espresso pizzelles. The expresso buttercream sandwiched between the two pizzelles was so good! Luckily Lisa my stylist made extras, haha! Lisa did a fantastic job creating the other recipes as well. She made the gingerbread butterscotch trifle cups that created these beautiful layers. The grand finale recipe was the chocolate peppermint truffle tart. She had sourced spearmint leaves fresh from a garden that topped the tart so perfectly. It made it picture perfect! Make sure to keep an eye out for my Stevia In The Raw shots and take a minute to see our B.T.S. video.
It’s amazing what you can learn right in your own backyard. I had an amazing experience learning about wild foraging and the “weeds” we see everyday are the beginning of a culinary journey. Cherry Grove Farm had an afternoon excursion on their land with a group walking the grounds, discussing the natural plants, what we can and can’t eat, and what we can do with these plants! It was a beautiful September day outside; the grasses were high so harvesting was easy and plentiful. Some of the plants we discussed were dandelions, elderberries, walnuts, pineapple weed, and thistle. After our walk we took what we harvested back to the farm house and cooked some of the greens we picked. We had ourselves a variety of greens, and worked with Chef Tamara who had some things prepped ahead then paired with. It was a great experience and very useful knowledge if you find yourself in the wild.
This is new, this is fun, this is my latest personal project! I wanted to really have fun with this project and challenge myself by going with my gut instinct. In the process of adding motion work into my portfolio I always found the stop motion pieces interesting. Taking a series of still images and sandwiching them together to make a 15-30 second piece was bringing the stills to life!
Going to the dollar store as a kid there are always the memories of the novelty toy section; you know the really quirky toys you could pull pranks on your friends or siblings with. Maybe these would be stocking stuffers. One really fond memory I have is getting silly putty and squishing it on top of newspaper comics and seeing the print go onto the putty. That was magic to me as a kid. How was I going to bring this back to food but still have fun with it?
If you have ever gone into the dollar store you should also be aware of the off the wall food brands and item combinations you have come across. For example: Larry The Cable Guy; he has his own food line, some of which is frozen biscuits and gravy. You may have seen Twinkies flavored ice cream. Another one is those widely toxic colored drinks that come in the gallons. There are some weird brands of food out there and you could probably find them at the dollar store.
The combination of novelty toys and weird branded and flavored foods brought me to my latest project on Dollar Store Dining. The stop motion piece of these really helps capture the life in the novelty toys but gives me the opportunity to take the setup farther and show more humor and relation between the toys and the food. I hope you enjoy; this is about having fun with food!
Another year has come and gone for the Fancy Food Show in New York City. Every year there is so much buzz and energy going through the aisles showing new foods, trends, making connections, and seeing old faces. It’s such a well organized and well attended event I always look forward to writing my follow up posts.
The show comes at a unique time with the huge shake up of Amazon with Whole Foods. Some say it’s a double edged sword with this deal and the show did feel an impact. The idea of efficiency at the supermarket could disrupt the shelf space for potential food suppliers making competition more fierce. On the other hand this could open opportunities for brick and mortar as well as online retail space. Still early so we will see how things unfold!
My time at the Fancy Food show was a long and exciting Monday and into Tuesday afternoon catching up on aisles I may have missed. The layout of the show this year was a little different but in a good way because it was bigger. I always keep an open mind when looking into new products and seeing how innovative people are. One item I came across that really impressed me was The Matzo Project. I have some jewish food clients and I’ve had my fair share of matzo, but when I tried their version is was amazing. None of the dried out taste you get in traditional matzo. This was much more like a cracker and a very tasty one at that. Please check these guys out, amazing! https://www.matzoproject.com/
A poppy brand and nostalgic taste it was exciting to run into Megpie’s Booth. They are New York based but have made the leap in expanding. I know I’ve seen their colorful treats at my local Starbucks but was great to see them at the show too. I tried their blueberry tart which was oh so good. Immediately I felt like a kid again. Really if your looking to enjoy poptarts as an adult this is your breakfast or snack on the go choice. https://www.megpies.com/
Another local find was actually a friend and food stylist I know Olivia Marjoram. She has her very own hand made oatmeal cookies and sweets. The cookies have a great crunch to them and not too heavy. I could have one with ice-cream or even my morning coffee; yum! You can buy them direct from her site or find a some local shops here: http://olivias-kitchen.com/
Miyoko’s Kitchen was a stellar product I came across down stairs. I had a couple booths upstairs raving about it! All the products are vegan but you wouldn’t know it by looking at it. Miyoko Schinner set out to make the best vegan products possible to help that craving of butter and cheese. She had her first success with her book Artisan Vegan Cheese back in 2012. From that point she has produced and sold her product across the country. It was great to have her in NY showing off her amazing products. http://miyokoskitchen.com/
Now I did not get to try this product because the line was really long probably because they had an eye-catching booth and packaging. Also a ton of energy from the staff at the booth. Checking out their produce online it really looks like a all in one stop and shop quality hot dog. I really enjoy the packaging and simple approach to the concept. If you did get to try the hot dog I would love to hear about it. If you want to check it out here is where you can purchase it today: https://denshotdogs.com/#@wheretobuy
Can’t wait till next year; let me know if you will be in attendance and will try to stop by your booth.