Capturing Humanity: Craig Orsini’s Artistic Journey with ELEMENT

As a kid, Craig grew up behind the counter at his parents' and grandparents' deli, Orsini’s. He mentions this when we start to discuss the experiences that have significantly influenced him and his work. 

"Working in the family deli honed my interpersonal skills, helping me engage with subjects and make them feel at ease, which is crucial in every shoot I direct,” he says. Little did the Orsini’s know that this exposure to members of the public at a young age would lay the foundations for Craig’s unique ability to observe, distil and capture the human experience. 

While the sociable nature of the family business certainly planted a seed of innate curiosity in Craig’s influential mind, the same can be said for the artistic influence of one of his middle school teachers.

“I had this teacher who was an amateur photographer and he sparked my interest in the visual arts,” he tells me. Later, he studied Edward Weston and Georgia O’Keeffe in art school, another key contributor to what shifted his perspective on how he saw and captured the world around him. 

His signature style is deeply rooted in his early experiences in this field, which paved the way for a seamless transition into film production. "Starting as a film photographer provided me with a solid foundation in working with and connecting to people," he tells me. “As my still productions grew, it was a natural progression to incorporate video, particularly with the advent of digital video cameras.”

Those early interactions with the customers at the deli underscore Craig’s belief in the importance of building trust with everyone involved in a project. “For me, it’s crucial that talent trusts me to make them look and sound their best. When this trust is established, the stories captured on camera become more genuine and reveal deeper layers of personality,” he says.

As a result, Craig consistently delivers narratives that feel authentic and resonate deeply with audiences.

Observing Craig’s canon of work, I am instantly impressed by his multimodal storytelling capabilities. "What sets my work apart is the dual focus on directing video and capturing still photography," he explains. “I am able to collaborate with a DP, who is filming the video while I shoot stills simultaneously, enhancing efficiency and maintaining visual consistency.”

With a profound focus on human connection, Craig crafts meaningful branded and lifestyle content that resonates with diverse audiences. One of the most meaningful projects in his career so far has been his long-term involvement with the Fisher House Foundation. 

"Telling the stories of wounded veterans and their families has deepened my empathy and understanding," he explains. Filming Paralympic swimmer Elizabeth Marks, who was injured while serving in Iraq, is one particular directorial experience that put his lifelong interpersonal skills into play.

"This project exemplifies the importance of connecting with people and understanding their environments to tell authentic, heartfelt stories. It required navigating sensitive conversations with empathy and trust.”

Another project of note is his collaboration with ELEMENT on Welch's grape juice campaign. According to Craig, the campaign perfectly highlights the importance of teamwork in achieving a unified vision, and in particular, the world-class capabilities of every member of the ELEMENT clan.

“The campaign, which included broadcast, photography, and digital assets, exemplifies how ELEMENT’s collaborative approach can enhance the overall impact of a client’s work. The collective effort of Eran Lobel, Kristen Kearns, Matty O’Rourke, Kim Kelley, Kat Baker, Chris Santo, and the entire team, was essential in telling the stories of these real farmers.”