Evi Abeler Photography 09 2013

8/11/2019 Evi Abeler Photography 09 2013

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P H O T O G R A P H YEvi Abeler


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Photography forthe Food WorldPlates | Products | Places | Portraits

CONTENTS

Evi Abeler: A Stylish and Honest

Approach to Food Photography

p.4

Behind the Lens: Inside a Food

Photo Shoot

p.6

How We Work Together

p.11

What We Can Do F or You

p.13

Frequently Asked Questions

p.14

Clients & Publications

p.16

Contactwww.eviabeler.com

[email protected]

917.346.6414


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Evi Abeler: A Stylish,

Honest Approach to

Food Photography

vi Abeler takes a stylish yet unfussy approach to

hotographing food. Working in her New York City

udio or on location, Evi uses natural light and simple

aging to create gorgeous compositions that make food

ok wholesome, tasty and authentic. Whether shes

hooting a specialty food product for advertising,

restaurant plate for promotion or a recipe for

ublication, Evi captures the beauty and sensory

easures of fresh, flavorful food.

rowing up in rural Germany, Evi lived a farm-to-table

xperience. Her grandmother grew vegetables, raised

hickens and cooked the game that her husband, an

vid hunter, brought home from fields and woods. Evi

emembers washing muddy carrots and plucking feathers

om a freshly slaughtered chicken, as rich smells wafted

om her grandmas stove.

love of photography began at an early age, when

vis mother gave her artistic daughter a camera. Evi

rther explored photography in high school, then moved

New York for a masters degree in photography.

vis education and experience in graphic design further

eveloped her creative eye and professional approach.

vi lives in Harlem with her husband and two children,

ho like eating the leftovers from Moms photo shoots.

vis clients include Food + Wine (which recognized

vis work with a 2013 Digital Food Award), Food Net-

ork, Lotta Jansdotter and Whole Foods Markets. In

ddition to her photography, she collaborates with pasty

hef Albane Sharrard on the recipe blog Whip + Click.


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Whether shes shooting a specialty food product for advertising, a

restaurant plate for promotion or a recipe for publication, Evi is al

about the details. Her clients appreciate that shes highly efficient a

organized. Shes intent on every aspect of a shoot, from creating a

detailed list of photos and a precise project schedule, to assemblin

the right creative team, to making perfect adjustments to a scene.

Like any talented artist, Evi has a creative vision for what she hope

achieve in an image. Yet she always remains flexible to the projectneedsand her graphic design background enables her to shape h

work to a magazine or advertising layout. I understand what the i

is being used for and I shoot with an objective in mind, she says.

an open, bright studio, a photo stylist carefully wipes

way a stray drop of dressing, arranges a wayward leaf

f arugula, places a cracked peppercorn just so. The

hotographer reviews the tableau and waits for the light

ouring through a nearby window to shift.

With the click of the shutter, an ordinary salad becomes

beautiful source of inspiration to accompany a

ecipe in a food magazine. It looks so simple.nd thats the point.

ood photography whether its

ditorial or promotion al

s transformative. I t turns ingredients,

rops, brightness and shadow into an

mage that delights.

also takes a lot of creative effort and collaboration.

Thats what I love about the work, says New York food

hotographer Evi Abeler. The teamwork thats essential

etween the food stylist, the prop stylist, the client, the

rt director. I enjoy all the planning and organizing thatoes into a photo shoot, and then having the client see

eir product or dish come to life.

Behind the Lens:

nside a Food Photo Shoot


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self-described country girl and worker bee, Evi has

knack for staying cool under pressure, even when the

nexpected happens. Photo shootseven well-planned

nescan get sidetracked: a sudden downpour on a

cnic scene or a knocked-over glass spills wine on a

blecloth. People tell me Im very calm, Evi says. If

omething goes wrong, I figure out a solution. I dont

anic, and I try not to stress others out.

vis process is pretty straightfor ward.

he begins with a client meeting to talk

bout needs, ideas, timeli ne and

udgetthat initial conversation ensures

good fit and sets the stage for a

uccessful project.

nce she and the client agree, she moves on to planning

very aspect of the project: scouting locations, recruiting

creative team and planning a detailed list of images

long with the needed ingredients and props). The shoot

self is a collaborative process, as Evi works with the

ylists and invites the clients input and approval. With the

hoot complete, she retouches the clients selected

mages until theyre perfect.

ut not tooperfect. Evis work celebrates the personal,

uthentic, handmade nature of food and cooking. Herhotography shows traces of the people who make and

njoy the food: a close-up of skilled hands kneading bread

ough, or a strategically placed crumb on the table.

he appreciates working with natural light and seasonal,

holesome ingredients. Growing up in Germany, I lived

e farm to table life, she says. And I think that

spired my creative interest in food thats prepared with

are and love.


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How We Work

Together

Before the Photo ShootIn a consultation meeting (in person or

over the phone), well discuss the scope

of your project, timeline, audience and

budget. This meeting helps ensure a

great outcome for the project. When we

agree to work together, Ill provide you

with a project estimate that confirms the

deadlines, deliverables and fee.

Planning the ShootBefore we begin any project, well

conduct a style and strategy session,

were we delve into your goals for the

photography. Well discuss how youll

use the photos, talk about visual styles

yo u li ke and se t a cr ea ti ve di re ct ion fo r

the shoot. Well also nail down details

including location, props and the

number of settings or products.

The Big DayI f your schedule permits, youre

welcome to join us on location or in

the studio during the shoot, to meet thecreative team and approve photos as

we create them. If that isnt possible,

then well share photos throughout

the day with you via e-mail or Skype.

Please note that youre responsible for

reviewing and approving the photos

during the shoot.

After the ShootWithin three days after the shoot w

review the best images; youll ma

yo ur se le ct ions and re ques t addi tiretouching if needed. Your perfect

images will be uploaded to Dropb

within three days of your selection

yo u ca n down lo ad your fi le s ri gh t

Evi Abeler creates striking,

minimalist images.

Food & Wine


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Professional PortraitA headshot that captures your

remarkable self, for your website,

cookbook or social media presence.

Location:Our studio and/or on location

Includes:Makeup and hair stylist

Duration: 2 to 3 hours

Fee:Starts at $1,500

Product PhotosHigh-quality images of your product

and/or package, either on a white

background or in a styled setting, for

promotional or editorial use.

Location:Our studio

Includes: Prop stylist

Duration:Full day


Products+PlattersStyled food photographs including

products, packages, ingredients and

plated dishes, for promotional or

editorial use.

Location: Our studio

Includes:Food and prop stylist

Duration:Full day


Platters/Portraits/ProcesA full suite of photography service

in your location, including shots of

yo ur pl at ed di sh es and/or pr oduc t

yo ur st af f, yo ur space, yo ur behi nd

scene process.

Location: Your restaurant, store or

Includes: Food and prop stylists,

assistant

Duration:Full dayFee:Starts at $4,500

Training/WorkshopsCustomized guidance and advice t

will teach you how to take better p

of your dishes or products for your

website, marketing and social med

We also offer group presentations

and workshops on do-it -yourself

food photography. Please contact u

for more information.

StockEye-catching professional food

photography you can incorporate

yo ur prom ot iona l or ed it or ia l pr oj e

Find Evi Abelers stock photograph

Offset.com or StockFood.com or d

from the studio.

What We Can Do For Youustomers were constantly telling me that the

hotos were beautiful and made them want to

t these thingswhich was the goal!

Laura, Waltzing Mati ldas NYC


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What el se do I pay for?

Per our project agreement, our fees will

include any transportation, props, mate-

rials, ingredients and applicable tax.

Do I own the photographs?

No, the copyright of the photographs

remains with the photographer. You

receive a license to use your photos for

whatever purpose you choose.

Why do I need a styl is t?

Ice cream melts. Sauces spatter. Pep-percorns scatter. Creating a perfect food

photoor a deliberately imperfect one

takes a team of experts who understand

how food, light and props need to be

prepared and positioned. We work with

a fantastic group of photo profession-

als and can assemble just the right team

for your project. If were photographing

people, we recommend hair or makeup

stylists who can make you look stunning.

What if I dont li ke the photos?

Weve never encountered a situation

where the client wasnt happy with the

photos. During the photo shoot, the cli -

ent is responsible for reviewing and ap-

proving the images. If the client declinesto review or approve the photos, then

theyre obligated to accept our judgment

as to the acceptability of the images. In

the unlikely event that we cant agree

on the photos during the shoot, then

we would bill the client for all incurred

expenses and a kill fee of 25% of the

agreed-upon fee.

When do I ge t the photos af te r

he shoot?

ou will get a selection of photos three

ays after the shoot via an online gal-

ry (proof). You can select and comment

n the photos if you require additional

etouching. Once we receive your selec-

ons and comments, well retouch and

eliver your final images via Dropbox

ithin three days after review.

ow do I get the photos?We deliver images electronically via

ropbox. (If we burn the images to a

D, we have to charge 8.875% NY

ate Sales Tax. We agree: Its weird.

ut its the law.)

o you travel to our location?

es, we can travel to your space, or to

nother location we agree upon.

o I need to buy all photos?

o, you only purchase the photos you

ke. Your selected photos will come re-

uched with unrestricted usage rights.

o you have a studio?

es, we have a small photography stu-

owith gorgeous natural light all day

ngin Harlem. For complex photo

hoots, we have access to larger studios

n a rental basis.

What is the payment plan?

We require a 50% deposit of the project

fee upfront; the remainder is billed when

we deliver your images. We accept the

following payment methods: Check, cash

and credit cards (credit cards are sub-

ject to a 3% finance charge). Need a

custom payment plan? Lets talk.

What if I need ever ythi ng

done yesterday?

We work well under pressure! As longas our schedule allows, we can accom-

modate rush projects, for an additional

25% fee. Not sure if your project is a

rush? Contact the studio.

What if I just need someth ing

small? Do you have hourly rates?

A la carte pricing is available for certain

projects; please contact us. Once weve

worked together, were usually available

to take on anything you need at an hour-

ly rate of $150. Pre-pay (retain us) for

10 hours and get 10% off or 20 hours

and get 20% off.

How long do the shoots take?

I t takes time to make food look effortless-

ly presented and gorgeously styled. We

schedule half-, full- and multi -day shoots

according to the project requirements.

Well discuss and agree to the timeline

before scheduling the shoot.

FAQ


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Clients & Publications


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Photography forthe Food WorldPlates | Products | Places | Portraits

www.eviabeler.com

[email protected]

917.346.6414

Evi Abeler Photography 09 2013

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