Red River Pro
KIYOSHI TOGASHI

The Photographer
Kiyoshi TOGASHI is an advertising and editorial photographer based in New York City. He specializes in still lifes, botanicals, cosmetics, jewelry and food photography for clients such as American Express, Cartier, Unilever, L’Oreal, Bon Appetit Magazine and Kraft Foods. His awards include a 2009 Graphis Photography Gold Award, an advertising Clio Award, several Communication Arts Awards and The Art Director’s Club Award.

The Client
The New York Times. For the Dining In section of the newspaper.

The Assignment
Shoot a variety of unusual flavors of ice creams and sorbets to look like a Jackson Pollock painting on a white canvas.

© Photography by Kiyoshi TOGASHI

The Execution
“I didn’t like how the original concept turned out so after the Times creative team left the studio I went to work alone to conceptualize, art direct and execute a unique photograph for them. I wanted the lighting to portray the feel of a hot summer day with strong sun shadows on the scoops.

“I practiced for hours learning to make a good looking scoop and once I had the technique mastered, I would quickly make a scoop and rush it onto the set to shoot before it started to melt. It was very tedious and required many tries before I got the shape and fringe of each scoop perfect.

“When the photograph appeared in the Times, a noted home economist called to compliment the photograph and asked who did the scoops. He could not believe that I did them all and did them without an assistant or previous experience.”

Post Production
“I shot the brushes, scoop and ice cream strokes on the canvas as one shot and then each of the seven scoops individually– all on Fuji Provia 100 F film. After digitizing the film using my Epson V 750 Pro scanner, I then composited them together in Photoshop CS3. It then only needed some basic clean-up and color saturation enhancement to complete it.”

The Output
“Arctic Polar Luster was perfect match for the ice cream shot. I printed it with my Epson Stylus Pro 3800 and was impressed with its quality of whites, its cleanness, and its great depth that enhanced the colors. It’s also a very heavy (75lb) paper which makes it ideal for promotional post cards that we periodically mail to clients and art directors.

“I also like Aurora Natural C2S for my botanical shots that have very subtle color nuances. It brings them out beautifully and it also matches my feeling for nature.”

Contact
Kiyoshi TOGASHI’s work can be seen on his website: http://www.TOGASHIstudio.com and he can be reached via email at info@TOGASHIstudio.com or by phoning 212.420.0206.