Lights, Camera, Action! The sofi photo shoot begins…
Me at the week-long sofi photo shoot. Each photograph is carefully collaborated with the help of Leslie ( food stylist), Fran (prop stylist), Mark (photographer), Andrea (photographers assistant) and myself.
We are lucky to have Mark Ferri as part of our sofi Awards team. Mark is a specialist in food photography known for his use of light in capturing the beauty and appeal of food. We’ve engaged Mark and his team for several years to show off the sofi Finalists in their best light. Mark’s work has appeared in magazines, cookbooks, and in all of NASFT’s sofi presenations, whether Specialty Food Magazine, special inserts, banners at the Fancy Food Shows, shelf displays, etc.
I look forward to this project every year. I decamp to Mark’s studio on the West Side of New York City for a week to oversee this massive photo project. There’s a great benefit of this work for sofi Finalists: we send them each their fab photos, which they can use for free in any marketing materials.
Here are some photos from day two of the shoot that I hope you enjoy. –Betsy Schwartz, Creative Director, NASFT
This is Mark Ferri...the guy who makes it all happen..He is responsible for directing the award winning product photos...that means making sure the lighting, the angle of the product and the look of the food all are perfect! Lights, camera, action!
We have a ton of props to choose from for the products to be featured with (many styles of plates, spoons, cups, dishes, etc)... Fran Matalan-Degni is our "Prop Stylist" and she spent several days shopping and pickingout these beautiful items (they have many "prop houses" in NYC where you can actually "rent" items).
Mark's assistant, Andrea Morini is responsible for making sure the final touches on the sofi photos are perfect (lightening, brightening, etc..). He works at this super fast Apple G5 computer and knows everything there is to know about processing digital photos so our photos look beautiful.
A professional kitchen is part of Mark's photography studio. This includes a professional stove and 2 refrigerators and freezers to make sure all the products stay fresh and cold! Leslie is working away at preparing pasta to show with one of the finalists pasta sauce. She makes sure the sauce looks good enough that you'll want to say "yum, I want some of that!"
On set we have Leslie Orlandini, our full-time food stylist that carefully reviews each product and prepares it accordingly. Not only does Leslie cook the food but she is responsible for making it look awesome!
At Mark's studio we received all 111 finalists from all over the country. To prepare for the week long shoot, we arranged the products by category, determined how to prepare them and the best way to show them (what color background they would look best on, what "props" to use, what other food to show them with, etc...).
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