It takes a great eye to turn mundane places and objects into works of art, but Rob Fiocca manages to turn the every day into the extraordinary with ease.
Toronto-based director/photographer Rob Fiocca has an exceptional eye for beauty. As one of the most sought-after food, product, and interior photographers, he has established himself as a well-respected artist on the leading edge of the industry. For over 25 years his creative and commercial work has garnered international awards, and his reputation has kept his client list stocked with advertising agencies such as the Martin Group, Grey Advertising, JWT, and Ogilvy as he creates campaigns for brands like Kraft, Norwegian Cruise Lines, and Timex, to name a few. As a director, Rob applies his mastery of light and texture to memorable spots for clients such as LongHorn Steakhouse, Buffalo Wild Wings, Publix, Schneiders, and McDonald’s. His appreciation for the story of food and the poetry within the details has made this medium a natural translation of his unique vision. Both his motion and print work continue to exceed expectations, keeping him busy shooting at home and abroad. When not shooting for clients, Rob’s love of travel to far-flung places such as South Africa and Iceland has allowed him to capture beautiful images that have been featured in galleries and private collections.
Rob shoots photography with a style akin to painting, complete with dramatic lighting and precise framing. His food photography particularly stands out, highlighting subjects that are as artistic as they are delicious. Rob is also known among both clients and collaborators as enthusiastic and approachable, combining great vision with great partnership to make some of the best photography around. As Andrew LaGrave, integrated producer says, “Rob is a true master of his craft. Not only does shooting with him produce beautiful and distinguished photographs, but his personality on set makes the results even greater. It’s a pleasure working with him.”
Here’s a snippet from Rob Fiocca’s interview:
What inspired or motivated you in your career?
At a very early age, I followed a photographer friend around like a young puppy, fascinated about all things photography.
What is your work philosophy?
Shoot as often as you can; the more you shoot the more you learn. Follow other photographers and artists you admire, both present-day and past greats. Accept assignments that take you out of your comfort zone; it will build your knowledge and confidence for the future.
Who is or was your greatest mentor?
Tough question. When I look back there are many who affected me in different ways. The photographer friend from my teen years introduced me and infected me with my photography addiction. Another very important mentor was a boss I worked for in a big studio environment in the 90s. He taught me the business side of photography and the ability to see the big picture. He also instilled in me the power of confidence, the opportunity to interact with art directors, account people, etc. Why? Because he believed in me, not only as a talent but as a person. Sadly, he passed years ago. I will never forget him
Read more of Rob Fiocca’s interview and discover other great artists in Graphis Journal #373, which you can purchase online at graphis.com.