Josh Silverman of ETSY for the London Sunday Times

Click on any image to Enlarge
______________________________

Andrew Mitchell, my editor at the London Sunday Times, sent us out to Brooklyn to the headquarters of Etsy…the online site where all the cool kids go to buy and sell hand-crafted and vintage stuff…to shoot their CEO, Josh Silverman. In less than three years, Silverman has taken a company that had slowing sales growth, climbing expenses and a stock price that had slumped 65 percent from it’s IPO, into a true Juggernaut in the space. Etsy’s investors love the guy and what his ideas have done for the formerly foundering company. It was sorta my job to illustrate those big ideas in a portrait…

Walking around Etsy’s two huge buildings in DUMBO, we passed by this kitchen space…

Now I’m not the kinda guy who lets a good metaphor go unnoticed, and those hanging light bulbs just screamed BIG IDEA…so we quickly threw up some lights and I had Robert jump up on that table…

The lighting was pretty simple…we let the windows bleed in a ton of ambient light to blow out the details from outside, and I added a couple of very bright rim lights on either side, then just dropped in some front fill from a gridded Profoto RFI boomed high above him…

After tweeking the color balance and contrast, this is how things were looking…

It was getting there, but it still needed some more drama…a bit more theatrical lighting oomph…so I added a mask (I was shooting tethered to Capture One Pro) and by using some reverse-clarity and really increasing the contrast, it gave the lightbulbs a wonderful glowing halo effect…

My ‘Light Bulb Over The Head’ metaphor was complete…

Just down the a hallway from our lightbulb shot was the Etsy Lab…sort of a ‘Test Kitchen’ that Esty suppliers can come and play in. It sorta has the feel of the ultimate Elementary School art class, with all the buttons, bows, paints, beads and glue sticks you would ever need to do whatever you might wanna do!

Sarah Marx, our liaison from Etsy, sat in for a quick iPhone test shot…

…and after a good dose of styling and lighting, we turned it into this…

And Josh dug it…

Here is the final page as it appeared in The Times…

Ray Dalio for the London Sunday Times

It’s no exaggeration saying Ray Dalio is a fabulously successful fund manager. His investment firm, Bridgewater Associates, is among the largest hedge funds in the World and he’s personally worth somewhere in the neighborhood of $20 Billion. I had been offered the chance to shoot him three separate times, but was always booked and had to pass. Then Andrew Mitchell at the London Sunday Times called, and I figured this might be my final opportunity. He had been making the rounds pushing his book, Principles: Life and Work and we were promised ‘a few minutes’ with Ray while he was at a meeting in Manhattan…off we went…

Ever since seeing the Irving Penn show at the Met, I’ve found myself channelling the Master…I’m pulling out the backdrops and firing up the really soft lights more than usual…so Kaz and I set up a little North Light studio off in an area that was under construction of the floor where he had his meeting…

Super simple…just a big, soft 5′ umbrella and a couple of canvas drops…

Ray arrived wearing monochromatic greys and everything just meshed…

Nice, but the Black & White was even more dramatic…

After a few minutes, we quickly switched to another location about 15 feet from the first. It was a painted wall that was due to be demolished shortly, but would be perfect as a backdrop for a second portrait…

A little color and contrast tweaking, and we were ready to go…

Here’s how things looked in the Times of London…