Friday, June 24
The Essentials of Teamwork
9 a.m.-5 p.m. Studio Workshop: full day (Sold Out!)details
Building a Shot—Capturing Moments in Time
9 a.m.-12 Noon
This morning of food styling technique features foods that present challenges to even the most seasoned stylists. Delores Custer, the guru of controlling foods that refuse to behave, will demonstrate and share her best practices for solving tough problems in the studio. Need a slowly melting pat of butter on cue? Yearn for the perfect, billowing cream dollop? Thirst for a foamy beer pour? Need to get away with a scoop of faux ice cream that looks like it's on the verge of melting—or worried about shooting the real thing? Delores will also share the nuances of deconstructing and artfully styling packaged foods, highlighting the process of working in phases... a primer on plating, step by step.
The Evolution of Studio Food Photography
Art Director: Neil Martin
Photo Teams: Jeffrey Kauck and Nir Adar; Deborah Jones and Lisa Golden Schroeder; Viktor Budnik and Karen Hazarian Tully
What happens in the studio is more complex than making and shooting pretty plates of food. The way a shot unfolds is a well-timed process of teamwork. The rhythm and creative give-and-take between the studio team should result in the capturing of a successful image—one that brings flavor to the eye and achieves the marketing goals of the client who commissions the work.
Get a peek inside a professional food photography shoot and gain insight on how three teams of veteran photographers and stylists collaborate and approach an assignment. Attendees will evaluate the final images, discuss the process of getting to the final shots, and analyze what it takes to achieve good creative interaction.
1:30-3 p.m.Agency Workshop: half daydetails
Mad Men Agency Tour
Take an inside look at one of the busiest, creative agencies in Boston. Tim Foley, a partner in Full Contact, will guide you through the workings and behind the scenes of an advertising agency. Demonstrating with actual case studies, how new clients and business are acquired, and what goes into the creation of an ad campaign.
5-7 p.m.Welcome reception
Saturday, June 25
George Sherman Union, 775 Commonwealth Ave, Boston University
Lisa Golden Schroeder and John Carafoli, conference co-chairs
9-10:30 a.m.The Art of Communicating to Achieve Resultsdetails
Nanci Dixon and Noel Barnhurst
What is a creative professional these days? What sets a professional apart from a talented amateur? What are the expectations of a client who's budgeting for experienced creative services? Hear from two perspectives—the influential corporate photo studio head who hires creative resources, and the working photographer who needs to communicate effectively with those clients with dollars to spend. Discover ways to make your personal sales pitch, advocate for your skills and good ideas, and present the solution a client is looking for. The session will focus on strategies for building teams, on demand, that can meet the challenges of large and small food businesses.
10:45 a.m.-12:15 p.m.Trend Spotting—What's Hot and What's Around the Cornerdetails
Antoinette Bruno and Leslie Harrington
What's the latest in the world of food, design, and color forecasting—and is it a fad, an emerging trend, or here to stay for the long haul? Who influences how we talk about food? What's trickling down from fashion, textile, interior design to tableware and other props used in studio photography? Antoinette Bruno, CEO of StarChefs.com, will share her latest culinary trend report, experienced from behind the lens and tableside. Leslie Harrington, executive director of the Color Association of the United States, will share her insights about the dynamic world of color and design. The effective use of color in photo composition and package design sends as strong a message to your target audience as the on-trend food in the shot, so it’s important to understand how culinary trends collide with design.
1:45-3:15 p.m.Selling the Taste—Five Strategic Keys to Unlock Great Food Photographydetails
David Ledsinger and Sarah Fletcher
What is an "art director" anyway—and why are they so picky? Two creative professionals, both from high-profile companies recognized for their use of excellent design, will share what goes on behind the curtain. They will spell out how to ask the right questions when working with art directors—and how to think like an art director so that you will be hired back again and again. Understand the role art directors play in marketing, packaging, and catalog design, and how you can use that knowledge to create great work in the studio.
3:30-5 p.m.A Grassroots Movement—Edible Communitiesdetails
Ilene Bezahler, Michael Piazza, and John Carafoli
Locally produced foods, sustainable agriculture, food communities, 100-mile diets... What’s going on in your town? The contrasts of industrial food versus the farm-to-table movement are part of the ever-changing food landscape. So where do we fit into this story of independent food production and its starring role in the burgeoning Edible publications? The editor and photographer for Edible Boston will share the story of this homegrown movement, the founding of the award-winning magazine series, and the local collaborative efforts to educate people about what’s good to eat in their own backyard.
5:30 p.m."Tastes of New England"
reception & dinnerdetails
Join us at one of Boston's most vibrant and exclusive restaurants featuring local foods using the freshest ingredients, along with a stunning atmosphere for all to enjoy a great reception and dinner at Island Creek Oyster Bar in Kenmore Square, just a short walk from the conference. Dinner will start at 6 p.m.
The price of this special banquet includes reception, dinner, beverages, tax and tip.
This is an optional event and seating is limited.
9-10:30 a.m.The Video and Multimedia Wavedetails
Food in motion, lifestyle segments, behind-the-scenes action, 360-degree online views of stuff we want to buy... It’s the wave of the future, right? Actually, now is the time to think about offering multimedia services—so here’s a primer for considering your options without getting in over your head.
Develop your own roadmap for acquiring the necessary tools and skills needed to shoot, edit, and deliver professional multimedia projects to clients, while learning the key concepts for taking your first steps into the world of live action.
10:45 a.m.-12:15 p.m.Harnessing the Power of Social Media and Copyrightdetails
Clark Dever and Kate Baldwin
What exactly comprises "new media"? And how can you really use Facebook and Twitter as powerful tools to connect with your clients? Learn innovative strategies for successfully engaging your network of fans and followers—and building your brand with the social web. At the same time, as you integrate social networks into your marketing plan, discover ways to be proactive in protecting the ownership of what you create and share online. The ethics of visual copyright; why it’s important to protect your work; and what’s currently under fire for infringement are hot topics today.
1:45-3:15 p.m.Collaboration and Reviving Creativitydetails
Clare Ferguson and Jeff Kauck
Faced with rigid advertising layouts and targeted marketing goals, many creative professionals lose their inspired edge over time. How can we recharge our creative batteries and bring a fresh eye to every project? The process of collaborating with colleagues can put a unique spin on what might appear to be a mundane job. Hear from two highly creative professionals who have reinvented how they work on a regular basis, and who still deliver top-notch results for their clients after years in the business. Start thinking about how you can put your own special touch on every job.
3:30-5:30 p.m.Business and Self-Promotion Round Tablesdetails
Facilitated by experienced photographers and stylists
The ultimate networking—water-cooler talk! Pick a table topic, sit down, and start sharing thoughts about basic business practices, such as booking jobs and pricing, negotiating rates, defining cancellation policies, or putting together strategic estimates. If you’re a budding stylist, how do you gain more experience or convince more established stylists to take you under their wing? Hash out ideas for building and editing a dynamic portfolio, making it your most powerful sales tool—and get advice about where to showcase it. This is your time to formally ask questions and talk up those issues that get bantered around after work or between jobs.
Monday, June 27
Post-Conference Workshop Day:
Blogging for Promotion and Profit
9-10 a.m.The Elements of a Successful Food Blogdetails
What in particular makes a food blog successful? Should a food professional have a blog in addition to a portfolio site? Join Jeremy Zilar, blog specialist at the New York Times, to look at many kinds of blogs, examine how they serve the professional and the community at large, and what it means to build sustainable blogging habits into your daily work practice.
10:15 a.m.-12:15p.m.The Secrets Behind Effective Photos for Food Blogsdetails
Steve Adams and Lara Ferroni
From developing content and capturing food images to posting your blog on the web, learn how to make the most of your blog photos. Whether you’re attracting new clients or communicating with your online community, this master class will give you concrete steps for achieving better pictures using a variety of equipment and software—both in a home-office or studio kitchen environment. Expert food blogger Laura Ferroni and long-time food photographer Steve Adams will share examples of shots that could be improved—what, specifically, would make them better. The technical problems people face when shooting for the web will be discussed, and there will be demonstrations of simple ways to get your photos online. Leave with ideas of what you want to do next, from simple improvements to your current lighting or technical adjustments to your files, to implementing a whole new visual approach. Commercially, art buyers are using blogs to help them select photographers for jobs—help them find yours by creating unique content, leveraging social media, and actively networking in your own marketplace.
12:15-1:30 p.m.Lunch Break (on your own)
1:30-5 p.m.Video/Multimedia for Blogging and Clientsdetails
Jeremy Zilar, Diane Cu, Todd Porter, and James Scherzi
Join a veteran still photographer—who has made the leap into professional videography—to hear essential techniques for developing profitable video projects. Two approaches to creating video for the web will be highlighted in this interactive session. Using video as part of the workflow of producing smaller projects or content for online platforms, such as blogs and personal web sites, or for smaller brands, is a way to launch into multimedia services. We will discuss DSLR video equipment and the mechanics of integrating video content into a final web publication. By maximizing the capabilities of familiar digital camera equipment, you can easily create action segments for online use—a great tool for advertising, promotion, and client building. Once you’ve mastered a simpler approach, you may have clients asking for more sophisticated or involved projects. Learn how to use a work-breakdown structure, estimate time for creating reasonable budgets, and examine considerations when hiring outside help.