New York Photographer Yechiel Orgel’s vibrant, color-driven aesthetic is equally matched by his thoughtful execution and technical prowess. Always challenging himself, Yechiel sets out to create eye-popping food and product photography that is always dialed to the max. His grasp of radiant lighting and dynamic composition brings a high level of distinction to his commercial work that has become his signature style.
Yechiel came to photography in an unusual way. In 2002 Yechiel started working for the renowned go-to photo/video equipment retailer B&H Photo in NYC, with little to no experience. His simple day job, which was meant to provide for a growing family, soon became his passion. For the next eleven years, he became an authority on all aspects of photography equipment that he sold during the day and experimented with at night. He fell in love with still photography. Yechiel took the leap to start his studio in 2012 and has never looked back.
atedge :: Can you tell me about your journey into food & drink photography?
Yechiel Orgel :: I started experimenting with my own visual language, and was drawn to creating very bold and graphic compositions, that looked delicious to eat. I became hyper aware of everything that was shot in studio and couldn't help but notice that kosher food in the media was across the board monochromatic, boring, and dated looking. There was just nothing exciting or sophisticated about any of the branding that I grew up with. When I finally had a chance to shoot for some kosher brands, I took the opportunity to create eye catching campaigns that appealed to a younger generation. It was super exciting to tap into a market that still had been untouched by the bold colors found elsewhere in advertising.
atedge :: How do you work with your clients?
Yechiel Orgel :: I am fortunate that I have a number of clients that trust my eye and have given me creative control. Needless to say, I work closely with the brand team and together we come up with strong visuals. I recently worked on a campaign with Freunds Fish Market that further examplifies how to marry classic traditions with a modern adaptation. The Rosh Hashanah table is full of symbolic foods that celebrate the New Year. I presented ideas to the client and worked with a stylist to come up with a contemporary and graphic vibe. For the Hanukkah campaign we created a soda menorah which was a big hit, and again, kept it clean and contemporary approach to these kosher brands.
atedge :: What has been your favorite shoot to date?
Yechiel Orgel :: Every shoot is a dream project in some way - being able to make a living and provide for my family from my passion is a dream come true. If I had to choose one, I really enjoyed working for Chickies, a fast food kosher company that wanted to create a recognizeable super colorful campaign that appealed to kids and families.
atedge :: What is your photographic philosophy and how has it helped your career?
Yechiel Orgel :: I think it is important to always shoot for your book whenever possible. I try to 'play' and experiment with new ideas in my studio at least twice a month. My personal work continues to be a key factor in getting the attention of advertisers . I truly believe your portfolio is the ultimate marketing tool that gets you assignments. My 'Cereal Killers' series was created for my book, and one that I am most proud of. Not overthinking, and setting a weekly schedule is essential to keeping the creative process and workflow smooth. I am inspired and excited to bring images to life.
