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Behind the Lens: A Candid Look at Photography Assignments

ASMP New England – Behind the Lens 2022

ASMP New England is excited to announce our 5th “Behind the Lens” program. Professional photographers Fred Levy, Ken Richardson and Steph Larsen with Melissa Cronin from Greener Concepts will take attendees through the details of one of their recent shoots. Final photographs from each project will be displayed along with behind-the-scenes images, lighting setups, and documents, such as client correspondence, estimates, invoices, and more.

As much about business and marketing, as the technical and creative approach, Behind the Lens will showcase these creatives’ promotion, estimating and planning decisions, as well as their amazing images. Join us by Zoom webinar on Tuesday, May 10, at 6:30 pm ET for presentations by these four professionals followed by discussion and Q&A.




Fred Levy



Pet photography is my passion. It all started with my first dog, Toby. I would go to the park and take tons of photos of him running and playing. Now, many years later, I have become one of the most sought out pet photographers. I create beautiful works of art using my clients pets as the main subject.




Ken Richardson


Ken Richardson is a Somerville, MA based photographer with a focus on portraiture, science and wheels for editorial, corporate and advertising clients.

Some editorial and commercial clients includes Motorcyclist / Bicycling Magazine / Der Spiegel / Nature Conservancy / Entrepreneur / New York Times / New Scientist / Wall Street Journal  / Science Magazine / Boston Magazine / Harvard Pilgrim Healthcare / Fenway Park / Harvard / MIT / New England Patriots / Pfizer / Amgen / Blue Cross Blue Shield / DCU / Fidelity / Rockland Trust


Steph Larsen




Steph welcomes creativity, experimentation, and spontaneity into everything she does. She loves using all of her visual tools as a photographer to illuminate the client’s vision and make something special and impactful. She is enamored by the human experience, and trusts the process in life and in her work. She truly believes that there is so much magic all around us waiting to be captured by her lens. Selected clients include: Converse, Timberland, ECCO, Target, CVS, TRESemmé, T.J.Maxx, Gilt / RueLaLa, MIT Media Lab, Brass Clothing, Living Proof Inc.




With Melissa Cronin, Producer + Founder of Greener Concepts



Mel is a force of nature. She sees the big picture in a cluttered creative landscape, delivering order in a chaotic world. Melissa carries with her years (she won’t say how many) of expertise in content marketing, project management and brand building with a proven ability to plan, budget, negotiate and deliver integrated marketing materials for clients on time and as promised. Her extensive background in art direction, graphic design, copy writing, social media, print management and asset production allow for seamless communication from client to creative team to vendor partners.




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May 10
6:30 pm - 9:30 pm
Free – $10.00
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Kim Maroon