Fred Siegel is a Los Angeles-based photographer with an unorthodox career trajectory. He began as an assistant to a leading New York commercial photographer before pivoting to advertising, where he rose from copywriter to creative director. In those roles, he created award-winning campaigns and ads for some of America’s most iconic and beloved national and international brands..
Transitioning from advertising, Fred became the head of marketing for e-commerce pioneer QVC and later for Internet pioneer Excite and Excite @ Home. After these high-profile "tours of duty" in corporate marketing, he shifted gears to serve as an advisor, board member, producer, consultant, and fundraiser for major nonprofits, including Stand Up To Cancer, the American Cancer Society, and the upcoming national media initiative for family caregivers for Bradley Cooper’s One Family Foundation. Fred also earned an Emmy Award as a producer.
Along the way, Fred returned to his roots, re-establishing himself as a commercial photographer. His work, particularly in portraiture, celebrates the joy and humanity of his subjects, capturing moments that resonate with positivity and authenticity. Fred’s photography has been featured in prominent publications such as People, Sports Illustrated, Forbes, and The Hollywood Reporter.