commercial photography

B.T.S. Video Shoot Brooklyn Bagel and Coffee Company

If there’s something I’m really passionate about in New York City it’s a good bagel! Once I came upon B.B.C.C. I knew I was hooked. I’ve had my fair share of bagels and hit up the “hot” spots but a true kettle boiled bagel was the answer. NYC knows that’s the only way to make a bagel and anyone that has had a bagel this was they wouldn’t forget it. Here’s a couple brief articles about the science of it:

https://www.thekitchn.com/food-science-why-bagels-are-bo-86711

https://www.npr.org/sections/thesalt/2015/05/21/405190434/chew-on-this-the-science-of-great-nyc-bagels-its-not-the-water

I really am writing this because it was so exciting to work with them to create a amazing bagel piece I could use for my portfolio but something they could also use for their advertising. I arrived ahead of the shoot to sit down with the owner to discuss my idea and vision and to make sure he was on board. Once that was settled I had some interview style questions to ask that would be sliced over the visuals in the end. When we agreed on a date my team and I shot for the good first half of their shop being open capturing the beautiful kettle boil process, their coffee being made, some of their signature sandwiches, and of course the happy customers. It was all about the beauty in the food so we had our cine prime lens on the entire time. In addition to that we had a tungsten light back lighting the steam and certain shots. Also we staged some shots at the front of the store and incorporated the natural light coming in. It was a fun day and flew by! The final product came out great, see it in my motion portfolio

B.T.S. Photo Shoot Recap: Hook Line and Savor

    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

Diary of A Commercial Photographer: What I’m Doing Today

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.

 Food Photography by Food Photographer Felicia Perretti, New York, Chicago

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: felicia@perrettiphotography.com

Diary of A Commercial Photographer: How I Got Started

Catchy title right?! :) I can’t say my post is actually from a diary but the idea of my real thoughts on the business in writing remind me of my diary I had when I was little. The "real deal" moments you had growing up that just had to get written down; documented, so you can look back and remember when… Since the recent closing of my college The Art Institute I know I won’t be able to visit the school and talk with photo students anymore. My post reflects my own experiences and opinions and were discussed with students at school.

 Food Photography by Food Photographer Felicia Perretti, New York, Chicago

I wanted to be a commercial photographer in 11th grade. I remember attending my local technical school that had an amazing commercial art program with the best teachers! They are still working there today and still inspiring students. They had a photo studio where I could shoot products, study advertisements, understand graphic design, and learn everything I could about photography. My first job at 13 was working at the local supermarket, so I was around food all day. Not a bad thing! :) When I would face off the shelves or be a cashier I would ring up items that had food photos on them. It was that moment I knew that’s what I wanted to do! I enrolled in college attending The Art Institute where it also had a commercial driven curriculum. During school I interned and assisted with commercial photographers in all genres and still came back to food photography.

Any advice I can give current photo students or someone looking to change careers, assist for as many currently working photographers as you can. This career is very much a learn on the job pace. You can’t just open shop without watching and learning from other pros, you are going to waste your time and money. The first impression you have on a potential client is your last impression so you want to make sure your best foot is forward. I know in today’s world everything is online where you can “learn.” There’s a huge difference in watching someone and actually being there and doing something, so don’t think there’s a quick fix or easy way out.

In addition to working under professional photographers you want to make sure and give yourself creative freedom. This is your career and it’s going to change a lot over time. You need to make sure and remember why your doing this in the first place. Let yourself be inspired by other photographers alive or deceased. Doing creative exercises like this will help you understand what you enjoy photographing. Have fun!

 

Photo Shoot BTS: Ketel One Vodka Botanicals

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/

Photo Shoot Recap: Stevia In The Raw

    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.

SteviaInTheRaw-GingerbreadMan_ad.jpg

Personal Series: Dollar Store Dining Stop Motion

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!

BTS: Aramark Photo Shoot

It was so exciting to get the call for a new push Aramark was doing for their annual report and other advertising outlets. They wanted something fresh and to really "raise the bar" on their offerings to potiental clients. They are the 2nd largest in the food business in North America and have clients all over in different capacities. We had a day of shooting food items on different surfaces creating unique environments. Debbie Wahl handled the food styling and Lisa Russell did props. The agency creative flew in from California and Aramark came to the shoot. We had a lot of fun and came out with really exciting work! You can see a little B.T.S. below.

B.T.S. Sabra Hummus and Stacy's Pita Chips

What a fun project! Love Stacy's Pita Chips and Sabra Hummus! Sample below of one of the ads that ran.

Food Stylist: Liza Jernow

Prop Stylist: Deb Donahue