I photograph food, drink and consumer products for everywhere they need to sell: the shelf, the Amazon listing, the retail buyer's desk and the ad. My clients include Jack Daniel's, The Singleton, Big Green Egg, Broil King and BergHoff.
A brand usually needs the same product in four different shapes, and planning them together costs far less than four separate shoots.
A clean main image, lifestyle frames and infographics sized for Amazon, Shopify or your own store.
Hero images for ads, posters and social media, with room left for copy and versions for each format.
Packaging mockups before production, catalog pages and point-of-sale materials from the same files.
Sell sheets that show a buyer at a grocery chain or a distributor what the product is and how it looks on a shelf.
Working with Alex on our Jack Daniel’s cocktail photography was an absolute pleasure. The images perfectly captured the essence of our brand and elevated our promotional booklet. His creativity and expertise made all the difference, and we look forward to future collaborations!
Alex's photography completely transformed our product presentation. His high-quality images of our perfume collection helped us increase sales by 40% in just three months. The lighting, composition, and attention to detail made our brand stand out in a competitive market. Highly recommend!
Campaign photographs for a cookware range: pans, pots and serving pieces styled with food, plus a sale visual for the promotion.
Cocktail photography for the brand's promotional booklet, styled around the bottle and the glass.
Main image, infographics, lifestyle frames, A+ modules and the Brand Store, shot and designed as one set.
Learn moreRecipe and campaign photography for packaged food, sauces, coffee, wine and spirits, plus packaging mockups and sell sheets.
Bottles, glassware and cocktails, where ice, condensation and liquid have to look right in a single frame.
Product ads, recipe videos and vertical clips, filmed during the same production as the stills.
Learn moreMockups before production, catalogs and trade show materials laid out by our designer.
Before the shoot I look at where the product will sell and who buys it. A sauce sold in a grocery chain and the same sauce sold on Amazon meet different people, and the concept follows from that: the backgrounds, the light, the props and the story around the product.
Then each product is shot in every format it needs. The hero frame for the campaign, the clean listing image and the lifestyle frame come from one lighting setup, so the brand looks the same on the shelf, on the listing and in the ad.
Our designer can lay out a label or a box and turn it into a photographic mockup, so you see the product on a shelf before paying for a print run.
The product is always photographed for real, and AI is used only for color and packaging variants of a frame that already exists, extra formats and rough moodboards before the shoot.
A sauce, a snack or a coffee brand needs recipe photographs for the pack and the website, clean packshots for retailers, and campaign images for launch, usually in the same quarter. I plan them as one production, and the same files go into sell sheets and trade show materials.
Glass, ice and liquid are the hardest things to photograph well, because every reflection shows. I build the light around the bottle first and then add the glass, the garnish and the condensation, which is how the Jack Daniel's, The Singleton and Ardbeg frames on this page were made.
The same approach works for perfume, skincare, cookware and accessories, where the material has to read through the photograph: metal, glass, leather or cast iron.
Packshots and campaigns are shot in a studio set, and products that live in a kitchen, a bar or a restaurant are shot there, with a chef or a bartender when the product needs hands. I work across New York City and New Jersey and travel for larger projects.
We talk about the product, the buyer, the channels and your brand guidelines, and you send references if you have them.
I propose the style, backgrounds, light and props, and you approve the plan before the shoot.
Every frame is reviewed on screen during the shoot, and changes are made while the product is still on set.
Color, cleanup and versions to brand and platform standards.
Files arrive in folders by channel, sized for the listing, the campaign and print.
Send a few words about the product and where it sells. I'll reply with a plan and a written estimate within 24 hours.