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Lighting is also key. Klein uses extensive spotlighting to make it appear like “there’s this wonderful available light.” “I don’t want it to look like it was done in a studio,” he explains. To that end, Klein is not afraid to experiment with a number of techniques, such as using a bare bulb, shooting through a cucoloris, or using filters made of little refractory pieces of plastic and glass to create what he calls “dirty light.”
No matter what he tries, he always wants his client’s opinion. “They’ve studied what their brand represents, and they know what they’re looking for. I seek their input. I’m there for them.”
Although he’s constantly refining his technique for clients—recent ones include Quaker Oats, Jell-O, Wolfgang Puck’s soups, and Cool Whip—the signature Klein style of creating deliciously appetizing imagery remains the same. He even admits getting confused about whether images that appear on his website are from last week or from 20 years ago—the styles are so similar. “People always ask me when I’m having my next show,” Klein says. “I tell them I’m having a show right now—it’s at your local supermarket. Just check the frozen food section.”
For More Klein Images, visit www.matthewklein.com
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