Category: article

Hello,

San Francisco based photographer Christina Schmidhofer has been a mainstay of Williams Sonoma and its related brands for about 20 years. Why? She totally gets their look, their products, their style and their consumer target. Over the last decade, Christina has branched out to motion work. So when WS asked her to do a series of inspirational holiday cooking videos for web and social media, she dove right in, producing shoots with full Covid precautions and a small crew that delivered big results. This week, I’m feeling thankful to be working with Christina and such an inspiring family of creative artists. And by the way, if you haven’t planned your Thanksgiving menu yet, Christina tells me the turkey roulade is a game-changer.

Fondly,

Freda

Hello,

From photographer Bryan Coppede, these images tell the story of a couple in New York’s Hudson River Valley. The husband immigrated to the US from Senegal with his children, bringing with him his knowledge of traditional rice farming techniques, and together, the family created New York state’s first rice farm. The pandemic scaled this year’s harvest down a bit—it usually includes a traditional rice festival involving family, friends and the community—but even so, they’re still honoring traditions like drumming in the fields. These images remind me of how I’m feeling this week. As we make our way through this challenging year, the autumn of 2020 feels like a harvest of hope. A time to reconnect with traditions. A time to remember how much we still have to be grateful for.

Fondly,

Freda

Hello,

Sometimes timing is everything. When Andrew Maguire was shooting and directing a brand campaign for Colorado’s famed Keystone Resort last March, his shoot wrapped literally minutes before the pandemic forced a shut down of all the company’s North American ski resorts. Andrew got lucky. And so did Keystone. First, because they got Andrew’s stunning still and motion work. And second, because the resort, which reopens 10 days from now, just got 8” inches of snow. Enjoy the video and treat yourself to a beautiful, bracing 30-second ski break! See you on the slopes!

Fondly,

Freda

Hello,

This fall, we could all use a little extra “comfy-cozy.” That’s one of the moods Martine Séverin is so good at capturing. Whether she’s working editorially or commercially, her loving lens sees the best in people and celebrates human connections. Here’s to s’more of that!

Fondly,

Freda

Hello,

Monday October 12 is National Kick Butt Day—a perfect time to break an old habit, start a new one, or just get energized about leaping over a hurdle and going for a personal best. To “kick it off” I’m sharing these images from our artists that celebrate people stepping up and staying strong. I hope they inspire you to kick some butt, not just today but all throughout the days and months ahead.

Fondly,

Freda

Hello,

There’s a reason Brooklyn-based photographer/director Bryan Coppede turns his lens so frequently to artisans and master craftspersons. He is one himself. His visual storytelling is meticulously crafted and technical in the best way: it feels warm, inviting, soulful and honest. When Tauzer Apiaries, a generations-old Sacramento valley company turned to Bryan to help promote their Sola Bee Farms honey, he created a library of images that brings to life the makers behind the best honey he’s ever tasted—just the kind of sweet, handcrafted story Bryan loves to share.

Fondly,

Freda

Hello,

I’ve seen a lot of studios, but there’s nothing in the world quite like Michal Venera’s. For starters, it’s part of a 36-acre working sheep farm nestled in the rolling hills of West Marin, about an hour north of San Francisco. The studio itself is a soaring 5,000 square foot barn building with multiple interior spaces in a variety of finishes for lifestyle and still-life shooting, and all around it are endless natural settings and possibilities. Indoors or outdoors, this is a haven for shooting safely with all the distancing you need. It’s easy to see why it’s been a favorite of clients like Google, Pottery Barn, Nordstrom, Republic of Tea and Gallo for years. It’s not just a total studio-location package. It’s heaven on earth.

Fondly,

Freda

Hello,

How do you give feta cheese and fresh vegetables the crave-appeal of a cheeseburger and fries? Call Richard Jung. Richard’s masterful eye for capturing the beauty of food, combined with his engaging style as a motion director make him a perfect recipe for creating work that pops off the page or the screen. Check out these recent samples. I bet you’ll find yourself craving a nice big salad with feta for lunch.

Fondly,

Freda
 

Hello,

On a bright summer day in a field in Petaluma, CA, San Francisco-based photographers Ashley Thompson and Ana Homonnay captured these moments of authentic beauty. Behind it all was a fully produced shoot with models, wardrobe/location by Deb Dap and Deborah Willson and DP Michael Johnston—all organized to ensure maximum safety and social distancing. A&A went handheld and shared the shooting and directing in a seamless, organic interchange that created true spontaneity. That’s the Thompson+Homonnay “twofer” that has worked like magic every time for clients like Pottery Barn Kids, Oracle and Glassdoor.

Fondly,

Freda

Hello,

Filip Yip is more than a master technical illustrator. He’s one of those rare creative talents who can bring anything to life—from the technically complex to the totally imaginary. Whether he’s helping to envision the look and feel of a cannabis museum or creating precise technical illustrations, Filip’s gift is his ability to take any kind of information and transform it into audience-friendly, easy-to-understand visuals. Just imagine what his creative talent and technical skills could do for you. 

Fondly,

Freda