Student Success, Cindy Epstein

Cindy Epstein, of Fallbrook, CA, signed up for the San Diego Food Styling & Photography Workshop in February 2008 to help her determine if she wanted to move forward with her food styling career. Before moving to southern California she had a catering business in Philadelphia. After selling her catering company, she apprenticed with a stylist in Philly, but her career plans got postponed after moving to California. Within a few weeks of completing the workshop, she found herself in the studio. She was testing with another student, Carl Kravats, a photographer who lived nearby and styling a new cookbook with photographer Greg Bertolini!

Says Cindy, “I walked into the weekend with little confidence in my styling skills and with the hope that it would help me make a career decision about my next steps. The message was loud and clear. Go for it!! I walked away with a real sense of self-confidence.”

Here’s how Cindy describes her next project: “I've got a fabulous shoot with an ad agency on Monday. As one might expect, it wasn't finalized until Thursday afternoon at 4:45 and the agency was closed on Friday (4th of July holiday weekend). Ahhhhh! I've been shopping, prepping, and experimenting with various techniques for three days. They want to do 11 shots in one day - including ice cream - and there's no kitchen, no sink, no range, and no refrigeration. It's going to be a very busy day!” With Cindy’s skills and positive attitude, I’m sure she will have a successful day – and love every minute of it!

Afternote: “I finished prepping Sunday night at 10 pm, was up at 4 am and on the road before 5 getting ice, dry ice, and making a trip to the bakery for fresh pastries. (They didn't tell me there was no elevator in the building!) We plowed through the day without a break. I got home at 8:15 Monday night, and as I fell into a chair, exhausted, I realized I hadn't sat down all day except for when I was driving to and from the job. But Susan was right, I had a blast! I can't think of anything more fun than collaborating with a group of creative people. When the group energy starts flowing, the process of creating the image is very exciting!” And the client sent a note after shoot thanking Cindy for the wonderful job she did!

Visit Cindy's Website: www.cindyepstein.com

Cindy is now enthusiastically helping Greb Bertolini, Lisa Golden Schroeder, and me with promotions for the upcoming Food Photography and Styling Workshop in San Diego, September 2009.

Student Success Story: Daunea Foster, Atlanta

by Daunea Foster

I enrolled in the Fashion Styling 101 course under the instruction of Kim Maxwell and it was by far the best decision I could have made in my career as a stylist.

I am a freelance fashion stylist in Atlanta, Georgia and like any profession I knew that I needed to learn the ABC’s of being successful in this industry. Taking Kim’s course not only taught me the basics, it exceeded my expectations and taught me the essentials, the in’s & out’s, what I need to make it, and how to make sound decisions!

I feel so much more confident on how to pursue my dreams and that’s more than what any book could’ve taught me. Kim Maxwell has also been a mentor during and after the course ended which is to be commended. Through her mentorship and referrals, I have been booked to style a music video for 2 artists here in Atlanta. That was a success and through that music video, I gained an ongoing client!

I have also been booked to style for models in the area. One of the greatest opportunities was being hired as a head assistant stylist for STYLESbyMAXX. I had the chance to assist in styling an event titled “Memoirs of a Fashionista” in honor of Kim Maxwell, which was also a huge success! The doors continue to open, and more projects begin to come to me which I am truly grateful for. I give KUDOS to Susan Cox & Photo Styling Workshops for offering this course, and a HUGE thank you to Kim Maxwell for being such a wonderful, resourceful, and kind instructor! This course has provided me with the tools to birth my vision.

Photo above: Hip-Hop Artist Young Que

Confessions of a Catalog Whore

It’s like this. My aunt Susan, besides being one of my favorite people on earth, is a photo stylist. And she has ruined me. Well, not ruined, exactly, that is not quite the right word – altered maybe. She’s taken one of my long secret passions and twisted it, tweaked it into an equally compelling, but completely lopsided passion. In both cases, the passion involves catalogs… But I’m getting ahead of my own story. Let me start at the beginning.

Long ago, before the internet, before one click-online-anything-goes-shopping, I used to hoard catalogs – and I mean hoard. Not just Sears, or the J.C. Penney Christmas book, but just about anything I could have sent to my mailbox for free. Seeds, tools, farm equipment, hand-dyed fabrics and my very favorite book of items to buy – greeting cards.

I loved the photographs of all that stuff – but mostly I loved the convenience. The idea that someday, pending money, I would be able to anonymously order anything from a John Deere tractor to a seashell-lined photo frame and have it sent to my home. Voila. No need to change my pajamas – just like that.

Needless to say, the advent of the internet made pajama shopping an ordinary event, (so much for my special secret of shopping in the dark.) But at about the same time that the internet pushed its way into my bedroom, my auntie began her career as a photo stylist, and because I have always been an avid admirer of her art (which was and is extremely avant garde and anything but “catalogish”) I began to question her about what I perceived as a muting of her creative instinct, asking how she could go from the canvas to the retail market without losing something.

As my aunt began to patiently describe her craft, the genius behind each catalog page, a new vision began to develop before me. Susan talked about the real art of the catalog, about her unique style of setting up a page, about how it excited her to fold dress shirts just right, so that they became three-dimensional with inanimate arms almost reaching for the potential buyer. And then it happened. I began to realize that there was a SOMEONE, an ARTIST, behind every page of every catalog I had ever lusted over. So BANG – I was ruined, or rather, altered.

I truthfully can no longer look at any retail ad – internet, catalog, newspaper or magazine without thinking about the person behind the page. And the result?? Everything is just that much more beautiful. And not from the point of view of “I need to buy that.” No, it is not that at all. It is a pure form of art. Ecstasy art. I no longer just look at the items in a catalog, I look at the pages, and not just look, I linger over them. Yes, I hoard them.

I have seen advertised one art exhibit displaying catalog pages from the 1940’s and 50’s. I am certain there are or will be many more art exhibits showcasing many more decades. The retail ad has become one of my favorite genres, thanks to my auntie – and I will always wonder about those anonymous artists behind each page.

So there you have it - catalog whore becomes art collector. Who knew?

by Janice Katz, M.D.

Image above from Janice's NEW favorite catalog Cambria Cove

Kristin Slaby, Prop Stylist

This week we are featuring a professional prop stylist, Kristin Slaby, who works in New York. Here is how she describes her career:

"I have been working as a prop stylist for the past ten years or so. Mainly focusing on food because I enjoy being around food and can relate to food. I have learned over the years even though there are so many wonderful props with color, texture, patterns and shapes that what I need to be aware of is: it's not about the props. It is about the food or the product and this is what I focus on.

"The props cannot upstage the food or the product. They should compliment, and highlight, the food/product, at the same time creating an environment or a story/theme that the client has expressed. The food/product should 'pop' and resonate with the viewer with the help of the props. I hope this little bit of information is helpful to upcoming prop stylists. Please feel free to view my website for examples: http://www.kristinslaby.com/."

San Diego Food Styling and Photography Workshop

Sun, Surf & Food Style was so successful last year that we are offering it again in San Diego on February 20 - 22! The workshop features hands-on Food Styling, Prop Selection, and Food Photography in an exciting interactive venue from leaders in the food styling and photography field. Taught by veteran photo stylist Susan Linnet Cox, food stylist Lisa Golden Schroeder, and food photographer Gregory Bertolini, students will have access to some of the industry’s best. Each of the instructors has over 25 years of industry experience. Food styling students will be working closely with Lisa and Susan actually styling food for editorial and advertising shots. They will also work under the camera with Gregory and leave the class with several portfolio photos.

Susan Linnet Cox has produced, directed, and styled photo shoots throughout the US and internationally. Her book "Photo Styling, How to Build Your Career and Succeed" covers the field of photo styling in detail. Online courses in photo styling are offered on Susan’s popular site photostylingworkshops.com. Susan is also producing this workshop.

Lisa Golden Schroeder is the author of foodesigns.com, an online resource for food photography professionals and one of the producers of the International Conference on Food Styling & Photography at Boston University. A sought after food stylist, published cookbook author, culinary consultant, and teacher, Lisa holds a degree in Nutrition and Food Science/Journalism from the University of Arizona and an advanced culinary diploma from La Varenne Ecole de Cuisine in France.

Gregory Bertolini received his BFA in Photography from Rochester Institute of Technology. In addition to his formal education, Gregory has had the unique experience of studying fine art photography with Ansel Adams and fashion photography with Horst P. Horst. His work was recently recognized by Food and Wine magazine in one of the top 10 cookbooks of the year. It is Isabel's Cantina by Isabel Cruz, a California chef and restaurateur. Greg's photography site is http://www.gregorybertolini.com/.

This a fabulous opportunity to learn more about food styling and food photography with a team of industry professionals. You can view more class details in our Gallery. Plus see behind-the-scenes and final images from last year's workshop.

As an added bonus, there is a 30% discount for those of you who have participated in other classes through Photo Styling Workshops and a 50% discount for last years' attendees. I hope you can join us.

Warm regards,
Cindy Epstein, Food Stylist
workshops@photostylingworkshops.com

Please Vote For Our Essay!

We just found out - Photo Styling Workshops was named as one of the finalists in the Business.com What Works for Business Contest which aims to identify the best solutions to business challenges. Our entry was selected as one of the best in the Web Presence category from hundreds of contest entries by a panel of business expert contest judges.

Winners for each of the 10 categories, and the overall winner, will be chosen by popular vote at The What Works for Business Contest Voting page from Wednesday, Dec. 10 through Friday, Dec. 19. The final contest results will be announced on Jan. 12 with each category winner receiving $2,000 and the overall contest winner receiving $10,000. If we win, a good part of the winnings will be reinvested in Photo Styling Workshops to offer you more great classes! (I'm also going to have a nice cappucino.)

You can help by VOTING for us with a quick click.

Sponsored by Business.com, the leading business search engine, directory and pay-per-click advertising network, the What Works for Business Contest is open to all North American businesses and is designed to help shift business focus from what’s wrong with the economy to what small businesses can actually do to survive and thrive in 2009.

Here is the entry I wrote.

Challenge:
My book about the career of photo styling had been published and was the only comprehensive guide to the profession on the market. While I had given several weekend career workshops in San Diego it was always a challenge to get the word out and find enough attendees. I made presentations at local colleges, posted the workshops on my stylist site, and sent out press releases but still did not have the turnout I would have liked.


Solution:
A photographer who attended one weekend workshop suggested the format of online classes offered on several sites for photographers wanting to improve their skills. I immediately did some research and established the Website www.photostylingworkshops.com. With a team of colleagues in various areas of the photo styling profession, such as food styling, a curriculum of online courses was developed. By setting up the site as a resource for photo stylists with articles and information, I made sure the search engine ratings took off quickly. Students from all over the world signed up for classes such as Food Styling 101, Photo Styling 101, and Producing Photo Shoots.

In just two years, the e-commerce site has grown to sell books (mine and others), videos, T-shirts for stylists and other crew, tote bags, and aprons. We have a related blog site, Photo Styling Forum, which provides a place where styling professionals - and those learning about the career - can communicate, ask questions, and network.

Last February we held a national food and prop styling workshop in San Diego with attendees flying in from throughout the U.S. This will now be an annual event with this year’s workshop being held at Macy’s Home Store and focused toward photographers in addition to stylists. And I am writing a new book, "Fashion Off-Figure," which will be marketed primarily through photostylingworkshops.com.

Please VOTE for us! Thank you!

Understanding Model Agency Rates

This week I recieved an inquiry from Natalie Fletcher, a former student in Producing Photo Shoots. PSW instructors love it when students keep coming back to ask pertinent questions - then we know they are continuing to develop their careers!
"I took your producing class last year; I really enjoyed the class. I am refreshing my estimating skills and have a question for you regarding modeling agency rates. For example, an agent mentions their rates for a 2 hour minimum ($150/hr.), one year print and web ($1,200), and a 20% agency fee. Is the model making the $300 and the $1,200 or just the $300? If so, the only profit the agency is making is the 20% from the usage?
"I also have seen an agency mention a 20% agency fee with the 2 hr. minimum in addition to a 20% agency fee with the usage. Is that common or more rare?"

Here is my answer to Natalie:
Generally agencies charge 20% to their clients for any booking they do, including the hourly rate and additional usage fees. This is paid in addition to the model's fees. This is the income for the agency, for overhead, expenses, and profit. It is also a motivation for the agent to negotiate a good rate for the talent, as their percentage increases, especially when the talent does a commercial or ad with long usage and more residuals. The talent benefits obviously when this is well-negotiated, plus they don't have to deal with the negotiations. The client prefers when they can negotiate a smaller fee of course, but they also want to be fair. When the talent is less experienced and recognizable it is possible to agree to a lower rate but sometimes the successful face is what is best for the campaign. And therefore, worth it.
In addition, the agency takes a 20% fee from the talent's rate. So you can calculate that the model will be recieving $240 of the $300 and $960 of the $1,200. The agency recieves in total 40% of the amount that is agreed for the model.
Be sure that you or the client representative who will sign the model's voucher understands the conditions so they can be written into the form. Sometimes the talent are not aware of these conditions but the producer is. This serves as a legal agreement between the client and agency. Be sure a copy is provided to the client or photographer. Susan Linnet Cox

An Ice Cream Styling Emergency

We had an order recently for Lisa Golden Schroeder's e-booklet, “Working with Real (and Faux) Ice Cream and Frozen Desserts.” Product stylist Jennifer Hoon was in a panic because she found out that she needed to style ICE CREAM the following day. We rushed the PDF of the 18-page booklet to her. Plus Lisa emailed the following advice to nervous Jen:

Critical issues for you tomorrow:
1. Is the product being held now in a freezer (preferably a chest freezer, as a standing freezer loses a lot of its cold when the door opens and closes) that is at a good tempering temperature for it? Tempering depends on the amount of butterfat in the ice cream--so the lower the fat content, the colder the freezer can be. Very high fat ice cream (like super-premium brands--Haagen-Dazs, Ben & Jerry's, other very high end products) need slightly warmer tempering (about 5 degrees F).
2. Have you ordered enough dry ice? And have a styro or other separate cooler to hold it? Don't put it in the regular freezer. Be sure to get some dry ice pellets that are easy to crush (use a canvas bag or towel, with a hammer--wear gloves, too)--this is great to use for keeping scoops cold and putting into a strainer to hold over styled scoops/desserts under camera.
3. Stay calm and don't let anyone rattle you. You know what you need to do, so even if you're nervous or worried, don't let anyone see that (:-)) Good luck--do let us know how things go!! Hopefully, if this is just a small job that needs a few scoops, you can just go for it. Best,Lisa

Well, we were happy to know that Jennifer survived her ice cream shoot just fine! And she wrote us this follow-up note:
"The ice cream was a prop so I didn't have to worry about using the real thing. I used the recipe for faux ice cream composed of ready made frosting and confectioners sugar. The results looked very realistic. I was sooo relieved when it turned out. I brought it to my boyfriend to show him the happy results and he was convinced I was bringing him ice cream. He was quite disappointed to find out it was inedible. Most importantly, the client was very happy with the look. Thanks for getting the booklet to me in my day before the shoot panic. All my best, Jen"