Scott Goldsmith brings something unique to the table with his latest book for California Pizza Kitchen. Scott, primarily a reportage photographer, was contacted by CPK after he completed a lifestyle shoot for them in Pittsburgh several years back.
As a photojournalist, I felt I was seeing many things traditional studio food photographers miss. My lifetime of observing and reacting, rather than storyboarding and creating, turned out to be exactly what CPK wanted in their “Next Chapter” photography. They loved the extra images I captured on the first shoot and a great relationship was born.
Scott, who says he always goes far beyond what a client asks of him, stayed later on his first shoot for CPK capturing the various aspects of the food and restaurant he was assigned to. This new and fun experience lead to a meaningful connection with the company. He has since photographed a myriad of aspects of their brand from lifestyle to food to architecture, and CPK has become a regular client of Scott’s. For the book California Pizza Kitchen – Taste of the Seasons Scott traveled to several locations around the country—such as an organic farm in Southern California, a dairy farm in Wisconsin, and an olive ranch in Northern California.
The location aspect of the project was a perfect fit and followed my routine of starting before sunrise and knowing the subject matter well.
Scott, like most food photographers, indulged in his ability to alter the placement of the food, whether it was the crumbs or spills or the tabletops themselves, but not with out a bit of guilt.
The new part for me was the ability to alter the placement of food, light, crumbs, spills and tabletops. This is not allowed in the world of photojournalism. At first, it felt like cheating and it was a luxury for sure. Putting my energy into something inanimate freed time reserved for interacting with people. Photographing what is “real” and unadulterated for many years, helped me know when the food looked and felt “real”.
The book has been incredibly well received and has also lead to a lot of calls from new clients who loved the images and want to work with him. Scott say he always loves a challenge as they make him learn and expand visually and it pushes him into seeing in a different way, he is looking forward to future projects of the same nature.