CometPhoto

It’s so exciting to stroll grocery-store aisles and suddenly see packages featuring my photographs! Glutino is a major gluten-free product line, and I get the pleasure of seeing them often, as many stores carry their goods. For Glutino’s extensive rebranding campaign, my images are being used in their simple, elegant new packaging as well as on their terrific new website. I shot 75 of their delicious products, in many categories, from snack-foods to frozen meals to baking mixes.

Creating images that help to redefine an established brand is a satisfying project. Part of that challenge is to convey an impression of a simple, casual world—one that I want to hang out in. I start out with testing alone in the studio, taking the clients’ descriptions and layouts and interpreting them into  something remarkable. Lighting is my way into that world—the most important aspect for me. It is a language all on its own that communicates so much depth and feeling.

Next come the props and textures—the addition of something tactile that invites you into the scene. Then, the foundation is ready for the main course. I collaborated with expert food stylists Lisa Cherkasky and Debbie Wahl. Their casual styling perfectly complements Glutino’s foods, as well as the details in the fresh lighting and layering of textures—and you want to eat what is on set.

When the set is lit, props are selected, food is placed, details are scrutinized, adjusted and scrutinized again…finally, the camera captures that image. Then, the creative contributors step over to the monitor to see the results of their efforts pop up on the screen, in a moment of shared anticipation that Lisa Cherkasky calls, “waiting to be dazzled.”  I am dazzled everyday!

Thank you to Creative Director Eric Donsky and the rest of the talented group at Glutino for such a beautiful  project.