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Art & Life with Sid Hoeltzell

Today we’d like to introduce you to Sid Hoeltzell.

Sid, please kick things off for us by telling us about yourself and your journey so far.
I’ve been a commercial advertising photographer since 1978. My Wynwood photo studio has been my work/home residence for 19 years. I have photographed in wild locations including the Vatican Museums, inside the nose of the Statue of Liberty, atop Mojave wind turbines, and in James Patterson’s garage…the writer himself with a “Groucho” mask on. My work has also taken me 200′ down on a Caribbean reef, on a beach…where I helped to save a beached pilot whale, falling out of planes and tubing the Niagara Falls turbine flows. Anything to make a great image.

I’m currently looking for the next wild location, maybe it’ll be a bowl of chili atop an outcropping in Bryce Canyon. Yum. Food and beverage photography are my passion. I’ve shot for companies all over the world… it’s a small planet after all.

I have created over 400 fine art works for RCCL ships of the line (when you sleep on Oasis or Allure… my photos watch over you), Won some awards (the Silver Clio was nice) and I have been blessed in that I really love what I do. My passion for cooking got me on an “Underground BBQ Challenge-Miami /2014” food. Recently, I competed on the MasterChef Season-9 and got an apron from Chef Gordon Ramsay. The Chef judges loved my Oysters Rockefeller… specifically Chef Arron Sanchez. I prefer to take the time to photograph just about everything I prepare and eat. It gives me great satisfaction and peace.

Can you give our readers some background on your art?
Commercial advertising photography, that’s what I do. I have photographed just about everything on the planet but nowadays concentrate on FOOD & BEVERAGES. This is not the easiest of the categories to digital capture in extreme hi-resolution format photography. Timing and skilled preparation of the food or beverages is critical to getting the image to be compelling, tasty and looking appetizing. Food stylist are my greatest asset. Of course, one must know and appreciate all kinds of cuisine. My attempt to capture great images is about making the subject look its ABSOLUTE best.

Fine art commissions have always been part of my repetiore. Natural surfaces of plants, shells, tree, foliage… these have been categories that I have created over 450 images for the Royal Caribbean Cruise Lines. I appreciate a great assignment or the freedom to travel and capture our magnificent world thru my lenses.

Any advice for aspiring or new artists?
My advice is love what you do to the tenth degree. Always look at an assignment in 360 degrees… meaning from all angles and then take the photograph slowly. My best advice to photographers is know your technical data very well, then capture what makes you feel good… money will come when you work the hardest at what makes you happy.

What’s the best way for someone to check out your work and provide support?
The world of advertising is my showcase. If you eat Burger King, Wendy’s, Joe’s Stone Crab, or you drink Bacardi products, Santa Margherita Wines, Sauza Tequila… you are looking at my work. My personal work will soon be on sale thru my website. The retro work and current images will be available thru I have had several shows in the past, NYC, ASMP shows, TGKW Group show, Art Basel F/8 Group show 2006.

Contact Info:

Image Credit:
© Sid Hoeltzell – Miami

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