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Maine-based photographer Ted Axelrod is no stranger to working with Page Street Publishing. Having shot for them a handful of times in the past, he was excited when they approached him to take on the not so pint-sized challenge of photographing an entire book about beer.
To create a book that fills a such a small niche is no easy task. For the Home Brew Recipe Bible, author Chris Colby wanted to create a complete recipe book on beer, and make it as visually appealing as possible. Ted has been fortunate to have worked on some really fun projects, and this was no exception.
It’s the only book I know of that the photos are treated with the same importance as the text.
The shoot took place outside of Austin, Texas. Having a tight budget, there was very little planning or preproduction on Ted’s end. The publisher and author determined the shot list, and with a bit of guidance from the art director, the rest was up to Ted to style and shoot. Rather than shoot in studio, they chose an outdoor setting to add background and depth to the shots. Ted never felt hindered by the budget, but instead felt it made them all push to achieve new creative levels.
Ted had 5 days to shoot 60 beauty images, along with lifestyle and process shots. Without being able to travel with extensive props, he was fortunate that there was loads of old, rusted farm equipment, and various unique items around the house that he could use to set a tone and space for the photos. The property ended up being a great setting for the shoot, and gave a rustic look that tied in well with the shot selection and style that they were aiming for.
Photographing beer properly can be a complicated task. Ted and Chris, as avid beer drinkers, knew that the most important part of the shoot to focus on was the look and presentation of the product. With varying colors, opacities, and consistencies, there is a lot to consider when styling photos of multiple different kinds of beer. While coloring and lighting are fairly obvious considerations, some less obvious were things like the style and size of the glass used for each type of beer, or the timing to achieve the perfect look of the beer depending on its head once poured. These may seem like trivial distinctions, but in a world of beer connoisseurs, attention to detail could make all the difference in the books potential success. By getting as close to the desired look while shooting, and then perfecting the images in post productions, Ted and all involved were more than satisfied with the results.
The images have received a great response on Instagram, Facebook, and through email blasts. Most Importantly for Ted, it has led to more work with the same publisher. Shortly after this shoot, they produced another project: a book about tea, which took place in Boulder, Colorado. Inspired by all of these assignments, Ted now has a new project that he is currently “cooking up” and shooting that we are excited to see in the near future.
I have the same goals on all shoots: To grow as a photographer, to make the people I work with look like heroes, and to finish on time.
The Home Brew Recipe Bible is out now, and Ted hopes he will be shooting another volume with author Chris Colby in the near future.
See more of Ted at: https://www.axelrodphotography.com