Frequently Asked Questions

“Who are you, and what kind of work do you specialize in?”

I’m Evi Abeler, a New York City-based commercial photographer and director focusing on food, beverage, product, and culinary lifestyle. I create still photography, tabletop motion, video spots, and stop-motion animations for global brands, creative agencies, and publishers.

“What is it like to work with you on set?”

Collaborative, calm, and organized...and a lil’ fun ;-) I believe great work happens when the set is well-prepared, joyful, and drama-free. We plan meticulously during pre-production so that shoot day feels relaxed, creative, and efficient for everyone involved.

“Why do you ask for our target budget upfront?”

It helps us scale the shoot accurately. Sharing your range upfront ensures I don't quote you for a BMW when you're looking for a moped, or design a lightweight setup when your brief actually requires a multi-crew, multi-rig build. It lets us maximize every dollar of your investment without wasting time.

“Do you work with advertising agencies or directly with in-house brand teams?”

Both! I frequently partner with agency creative directors, art buyers, and producers, while also collaborating directly with in-house marketing and brand teams. I adapt seamlessly, whether you need me to plug into an existing agency workflow or guide an internal team through their first major commercial shoot.

“Can we capture both motion assets and high-res stills on the same shoot?”

Yes. Hybrid photo and motion productions are a core specialty. We direct fluid tabletop motion, video spots, and stop-motion alongside high-resolution stills, giving you a completely unified campaign library. We can also add dedicated behind-the-scenes (BTS) shooters to capture dynamic social assets and production reels while we work.

“Can you handle full production, styling, and post-production, or do we bring our own crew?”

We can handle complete turnkey production from prep to final delivery, or plug in wherever you need us. I regularly assemble top-tier NYC food stylists, prop stylists, set builders, digital techs, master retouchers, colorists, and video editors. If your agency or brand already has preferred styling teams, line producers, or an in-house post-production department, I am always happy to plug into your existing workflow.

“Are you fully insured, and do you provide COIs and Workers’ Comp for sets?”

Yes, absolutely. All productions are insured with commercial general liability, equipment coverage, and statutory Workers’ Compensation for all crew members on every shoot. We routinely give out customized Certificates of Insurance (COIs) naming agency partners, clients, and studio spaces as additional insured.

“Do you provide director’s treatments, moodboards, and/or storyboards?”

Yes. For agency pitches and brand proposals, I develop custom visual treatments, lighting and mood references, and shot lists. We can also bring in professional storyboard artists when complex tabletop motion, visual effects, or precise narrative blocking need to be mapped out for client approval.

“Do you shoot in a studio or on location, and do you travel?”

Both. In New York City, I mainly shoot in commercial studios in Manhattan and Brooklyn. I also travel nationwide and internationally for on-location productions.

“Can our team review shots and provide feedback remotely?”

Yes. For teams outside NYC, we provide live-streamed feeds directly from the capture station. Stakeholders can review hero frames in real time and provide instant direction from anywhere.

“How is image licensing handled, and what if our needs expand later?”

Licensing is customized strictly to your distribution needs (digital, packaging, broadcast, out-of-home) across specific durations and territories so you only pay for what you use. If your campaign scales up later, terms can be easily extended without needing a reshoot.

“How do we get started ?”

Fill out the “Get started” form through my Contact Page with your target dates, deliverable count (stills vs. motion), intended usage, budget range, or briefs you have. We'll follow up personally to discuss your goals and build a clear, itemized proposal.

Have a question not covered above? Reach out anytime.