Back in March I was brought on as DP (Director of Photography) to shoot the new “6 is a Serious-er Number” spots for Mobil On the Run via Coolfire Media and HLK. I appreciate them looking to me for these! Tune into any Cardinals baseball game to check them out and hopefully grab some 50¢ drinks the next day.

The good folks over at Wonderful Machine caught wind of my shooting for STIHL last year and were curious about what went into shooting the project. They recently interviewed me about it and you can read all of the details on their blog… er… Cog. Thanks, WM!

Our friends at TRUE Fitness were looking to freshen up their marketing efforts this year and thought we’d be a good match after stumbling onto my web site and seeing my sports and fitness images. TRUE Fitness makes exercise equipment such as treadmills, ellipticals, bikes, etc. for businesses and private owners worldwide so we were very excited to work with them on the new direction. After a month and a half of planning here are some shots sampling what we came up with… hope you like!

Thought we’d share some production images from the shoot. Thanks to Constantino Schillebeeckx (yes, his last name is spelled correctly) for the help and the BTS shots.  Enjoy!

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(sorry, couldn’t resist)

I’m happy to announce that we took home a Gold and Silver at the Addy Awards this year in Kansas City and St. Louis, respectively. TWANG’s Caliente Hot Lime campaign nabbed them for us so we appreciate the props from the Addy judges and, of course, TWANG and Whiskey Design for looking to me to shoot it. Time to celebrate with a beer or 3 and some TWANG!

Practical Photoshop Magazine invited me to include one of my parkour athlete images in the “World of Photoshop” section of their Feb ’12 issue. The image was shot in-studio to have full control over the lighting effects using high-speed and slow-speed techniques to not only freeze the action but to also blur the lighting effects. Using a simple flashlight and fluorescent light I was able to create the light trails by opening the shutter and waving them around in various patterns for exposures of a few seconds each. The finals were then brought into PS, comped with the athlete and completed.

Maybe I should have been a bit more colorful in my description like the guy in #6, yeah?

Back in October I had to opportunity to shoot the 2012 marketing images for STIHL USA, considering they are the world’s leading brand of outdoor power tools I was very excited to have been chosen for the job. We shot over 3 beautiful days at two locations and covered a huge shotlist of everything from blowers to trimmers to pruners and, of course, their chainsaws. (Seriously, 3 days of no clouds and temps on the mid-70s… perfect!) As with more and more shoots these days we were working around a video crew which made for some logistical challenges but we all worked things out each day and had little overlap from location to location.

I had a lot of creative freedom on this shoot because they wanted to see what my approach could bring to the images so it was fun to crank up the Profotos for some punchy light and crawl around on the ground in the usual Fedele style. I just updated my web site portfolio with a new work section so head over and check out more images from the shoot. Thanks to STIHL, their agency, Red Letter, and a tireless crew for everyone’s help in pulling off this immense undertaking… you guys rock.

It’s always interesting to see what happens behind the scenes on shoots so here are some production shots to give a glimpse…

I was paging through St. Louis Magazine and noticed the campaign I shot for Mercy is now running. Over 4 days we shot about 125 Mercy doctors for the campaign resulting a LOT of imagery for them to use across their territory here in the Midwest. I always enjoy the challenge of working with people not accustomed to being in front of the camera (and usually nervous) because they generally begin a bit stiff and through some chit chat, banter and sometimes making a fool of myself for comic relief we always manage to get some great natural and relaxed shots. A big thanks goes out to Mercy for asking me to help out with these.

I’ve been shooting quite a bit of healthcare photography lately so keep an eye out for more imagery coming out of the studio. Cheers!

I noticed the intro piece I shot for financial services firm Moneta Group is now up online. The approach was to provide an overview of the firm and how they work with their clients giving the viewer a glimpse into their offices and adding a personal touch through featuring their CEO. The financial services industry is traditionally conservative in their branding so we wanted to set this apart by infusing it with a contemporary look through the camera moves, focus pulls and edit. This launched in conjunction with their new online campaign bringing a fresh new look to their brand.

We shot this over a half day in their offices using a two camera setup and independent audio capture which I then edited and passed off to their agency, Paradigm, for the finishing graphics.

It’s been quite busy here this year so I want to share some of my recent editorial tears with Popular Science Magazine, State Farm’s “Good Neighbor” and Independent Banker Magazine. I’ve been having a blast on the editorial end lately as it’s always something new and different. The run-and-gun approach to much of the editorial work is always interesting because each shoot is set with loose parameters leaving a lot of room for exploration and improvisation in set. Hope you like…

(Yes, the Pop Sci shot is a composite… do you really think I wanted that plane flying so close to us? Hell no.)

An assortment of recent fitness images available for licensing. Thanks to Angie, Tom and West Models for the help!