O boy, our countdown to Shoot! The Day is getting shorter and shorter. Time for another inquisition, this time with the leader of our Business Group, Erica Freudenstein. Erica is New York based, and knows from corporate photography; her clients include AT&T, Charles Schwab, G.E., Deloitte & Touche, Foot Locker, McDonald's, Paine Webber and SAP America.

Whoa, that was a mouthful. Hear more from Erica below.


You have a lot of really varied, interesting work; it seems as though you're able to balance both editorial and advertising photography. How do you make it all work, is there one that you prefer?

I like both. With editorial, I enjoy walking into an unknown situation and creating something out of nothing. Depending on the magazine, I can really push the envelope to find the single image that will tell the story.








With advertising, the projects are longer, and I enjoy being immersed in the branding process. My goal is the same, finding images which in this case, tell the client's story in a compelling, and hopefully innovative way.




Do you make it a point to go out and create stock, or do you just use outtakes from other work? If yes, what's your process for that?

I will sometimes make a point to go out and shoot specifically for stock, and often my personal work may be used for stock. With outtakes, I am very careful about protecting my clients, and my subjects. However, if I have something that will work, I will make it available to be licensed. I also will make portraits of notable people and celebrities available for news stock use.



outtake, Forbes

What's the most interesting commercial project you've worked on recently?

Most recently, working for General Electric, I liked the confines of keeping everything bright and open. It was a challenge sometimes, as we were working with less than perfect locations, but it suited my style and it was a great group of people.








How did you get started as a photographer?

Well, when I was a child, I stole my brother's camera. He wasn't interested in it. I started getting my first editorial assignment while I was still a student at the University of the Arts in Philadelphia. The first magazines I worked for included Philadelphia Magazine, Regardis, and Glamour.