Mitch Tobias is a San Francisco-based advertising / editorial photographer and director who captures the essence of people with a wink and a smile. “It’s sunshine and lollipops,” says Mitch of his playful and vibrant look. “Life is beautiful. Remember that feeling you had as a kid- both amped up and relaxed? I want my work to help people experience that freedom. Good photography should actually lower your cholesterol levels.” Mitch’s warm sense humanity showed up in recent campaigns for Logitech, Peet’s Coffee, Cisco, 24 Hours of Lemons, Lodi Wine, NXP Semiconductors, Course Hero, Uber Eats and more.

“I’m looking for authenticity in every moment - whether from real subjects or cast talent.” To make sure each element strikes the right note, Mitch works closely with the client to determine their core intentions.  He’s invested in the outcome of those intentions through every aspect of his involvement in a project - concept, shoot, post retouching and editing, composing the music and performing it.

At Art Center College of Design, Mitch studied under Art Kane. The legendary photographer’s philosophy continues to influence Mitch’s performance, inspiring him to strive for a visual statement that will impact the viewer long after the image fades. “It’s more than technical knowledge. Yes, you’re combining light, color and geometry, but most of all you’re creating an authentic - if surprising - moment with the subject.”