Our personal bests of 2022

Hello,

As 2022 winds down, we’re reflecting on the year that was, and we want to thank you for your support and interest in our work. In that spirit, here’s a little holiday card from all of us at Freda Scott Creative—a sampler of some of our favorite images from the last twelve months. We wish you a happy, healthy holiday season and peace, joy, and endless creative inspiration in 2023.

Fondly,

Freda

I shot this for an editorial story for The Kitchn about the Arabic concept of azoumeh, a feast for family and friends. There are so many elements of this photo I love—the color, the lighting, the food, and the lively feeling of people coming together to eat good food that’s from their culture. With everything we have gone through it gives me a sense of hope.

Meghan is a mother of five and 3rd-generation scion of a family logging operation in northeastern Oklahoma. She drives a semi-truck full of timber down from the mountaintop multiple times a day, sometimes with her son in the copilot’s seat. I photographed Meghan and her family on the job site this year for my #HometownOklahoma project.

With his motto, aqua es vida, cafe es amor (water is life, coffee is love), Paul Gallegos opened his own coffee roastery, Cutbow Coffee, in 2017. The name is a tribute to his late father, who was an avid fisherman. Paul was the chief roaster for the Peet’s Coffee in San Francisco for nearly 30 years. When he retired, he returned to his humble roots in Albuquerque, pursuing his passion with his own shop.

Orlando’s has been a family-run grocery store in California for generations. Collaborating with designer Peter Matsukawa, I created the food assets in foreground. It was fun to get back to working for a small brand and having full creative control. I loved working on the surfaces of the pineapple, orange, tomato, and watermelon to get them just right.

This image is part of a fascinating new product film we were privileged to create for Hearst’s FDB—a global leader in health IT. Building on a provocative question–what happens when “what if” becomes “what is”— we were able to take a highly lyrical look at the surprising implications of a new digital network connecting healthcare providers, insurers, and pharmacies. I wrote and directed the video and the results have been objectives-exceeding terrific.

Freda Scott Creative
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Nevada City, CA 95959 USA

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