We’re looking forward to introducing you to Sidney Edward Bruno Hoeltzell. Check out our conversation below.
Hi Sidney Edward Bruno , thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What are you most proud of building — that nobody sees?
I have been a commercial advertising photographer for over 40 years. Many years ago I was more of a general all category photographer and I would include photographing people as well as table-top food, and beverage . I always had a thrill, doing portrait, photograph, photography, and captured many models for the agencies in New York City. That’s when you would offer two rolls 35 mm for $100 (36 photos per roll) I photographed some famous personalities. I also totally enjoy doing location work and it ends up that some beautiful waterfalls and natural textures of seashells now adorn the rooms of over 18 ships in the RCCL fleet. Over 450 works you only see on a cruise ship. But the basis of my work was advertising.
My personal work was always involved in doing artistic captures with the camera whether it be a real still life or great landscape photograph. What I am really proud of is my five-year project photographing swampbuggies.
Now in 2025 I’m going to publish this collection of swamp buggy portraits into a coffee table book. Over 250 portraits were taken on 4 x 5 camera over the course of five years with an additional year going back to old locations. Each “subject” would be in front of my 4 x 5 Calumet camera and I would shoot two sheets of film, whether it was PLUS-X or Polaroid type 54. That was it two clicks of the shutter. The resulting portraits show a group of south Florida hunters who travel out in the Everglades. I’ve captured a group of people that is getting smaller and rare to find. It’s quite the collection that I’m very proud of that no one seen and was only on nigh website for a short time as “personal projects”
Can you briefly introduce yourself and share what makes you or your brand unique?
When I first began my commercial career coming out of FIT in New York City, I opened up my studio in what was called the photo ghetto. These were lofts downtown New York City, that eventually became known as the Photo District. Seeing flashes go off at all hours of the night was almost like a war zone without the noise. 1970’s and 1980’s. The days of Studio 54.
I have photographed memorable campaigns and advertising images one and won quite a few awards along the way For the last 20 years in Miami, I have concentrated on food and beverage photography, but I’ve seen it grow from the days of using 4 x 5 and 8 x 10 film to now using high-res digital cameras that end up with a whopping 250 meg raw file
I’ve always had a very clean sense of graphic design and composition in my food beverage photograph. Making any product look as three-dimensional tasty and important as it can be.
Great, so let’s dive into your journey a bit more. Who taught you the most about work?
My father taught me a work ethic that I’ve never lost… that was to complete what you begin. My mother gave me a background in graphics, color theory, and visual perception because she was a great painter. She was even commissioned to create paintings for the Pope’s Florida residence in 1987. Yet compassionate teacher at Roslyn High School, NY gave me my artistic launch. With Frank Walters, learned the craft of silversmithing-goldsmithing, ceramics-pottery making, and then I zeroed in on photography (maybe because I was told that my grandfather was a photographer in Riga, Latvia). Frank Walters was my mentor and gave me basics and devotion to be a great photographer. Years later in my life, my father admitted to me that his father was a fantastic photographer that did glass plates all over the Baltic. I would still like to find his work under what was his name…. Edward Helcels. The fact that our names are different is another story having to deal with World War II in Europe…..
What fear has held you back the most in your life?
I’ve been very blessed and that I have not had many fears to conquer. I have always tackled my personal life and my business life without fear and the concept that life is a blank page that needs to be filled in as you go along
When I first started as a photographer, I did have a small fear about work. The truth is I’ve always been unemployed because technically being self-employed you never know when your next job is going to come or who’s going to hire you. Being a commercial photographer, there were times what I’ve had quiet streaks and the phone’s not ringing. Years ago that’s when I would answer my phone with the word. “STUDIO” … maybe I gave the impression I was in my studio working. It became so habitual. I still say it today when I answer the phone.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What would your closest friends say really matters to you?
I would say that’s very simple. Being yourself. Whether it’s pursuing your personal life and saying what you feel or being on the job and insisting upon capturing a photograph your way in addition to what’s been asked Seeing the world from 360° rather than what’s in front of you gave me this option so I always speak my mind and sometimes I’ve been told that if I worked in a company, I would have HR on my back all the time But having a plan following your plan, executing your plan and being happy with the plan or what’s important And then I ask, are you smelling what I’m telling
Okay, we’ve made it essentially to the end. One last question before you go. If you retired tomorrow, what would your customers miss most?
I think if I retired work, people would miss the energy level. I put into every photo session.
I love the fact that I’m working with a lot of people or even half my age and they always get a great story whether it’s from MasterChef or one of my adventures and they get some comedic follow-through while I’m doing the job. I was named after Sid Caesar, and he was a great comedian. I have always tried to make people laugh and have fun during my photo sessions because that’s my trademark.
Contact Info:
- Website: https://www.sidphoto.com
- Instagram: sidphotomiami
- Linkedin: Sidhoeltzell
- Twitter: Shoeltzell
- Facebook: shoeltzell
Image Credits
(C) Sid Hoeltzell- Miami
