I started food photography after meeting the people who create the food.
My first significant meeting was with the inspiring staff of Shmuelli Catering from Beit Ran Shmueli.
Since that meeting, I found myself having a full passionate relationship with food in general and with the people who make it particular.
I approach food photography from a “hungry” position and wish the viewer will feel that same hunger when viewing my photos. My goal is to make him crave for what he sees.
I try to excite and connect the viewer from the heart, from the feelings, from the place of wanting a connection.
The documentary worldview brought me to the food Docu concept.
The “kitchen” is the perfect styling for food photography.
Chef actions and movements are constantly creating new scenes containing raw photography material. I just have to be there, watchful and ready for action and dialog between the food and its creator. My studio is the kitchen. My studio is the place where the chef makes the food.
There, in that place, crucial moments occur – during the meeting between me as a photographer and the subject photographed.