My mentor, Bill Buckley used to say he lit products “to illuminate their interior qualities”. Great lighting makes you feel something of the essence, the inner quality and voice of the subject.
There is a rising tide of discerning consumers who are looking deeper at the quality and soul of what they are buying. They are looking carefully at what they eat. Is it non-GMO? Does it contain Gluten? Added sugars? Is it a quality product that will improve their life? Where did it come from? Who made it? Were those people paid a solid living wage? Did its manufacture harm the environment? Will it last?
When I can answer those questions in one quick to read photograph then I have done my job and can call myself a photographer. Thank you for all the lessons Bill.