I use my personal 'palette' of light to create shadow, color
and space, and blend backgrounds to complete my visual
Drawing from the vast classical resources of The
Louvre National Gallery London and Rijks Museum, Roth's work
pays homage to the old masters particularly Rembrandt
of the Dutch school, Tiziano Vecellio of the Venetian
school, and Belgian surrealist painter Magritte.
However, Roth's primary model is Diego Rodriguez de
Silva Velasquez Spain's greatest painter whose use of
light and a limited palette of black and neutral colors
have left an enduring impression.
His dynamic art photography demonstrates a profound
understanding of the spectrum of human experience. His
black & white collection of photojournalistic work dating
back to 1964, creates an ambiance that compels the
viewer to surrender the limits of identity and journey
Encouraged by family, friends and peers, Roth has introduced
many innovations to his craft. "Inspiration comes
from art, nature, people," he says. "One must have the
capacity to transform these resources into creativity. My
experience in marketing and management through my
years in business has helped me to learn how to manage
my creativity and point it in the right direction. My work
must not be valued as an ordinary 'product reproduction'
but rather a creative process where the image is the center
of everything and every small detail, highlight and shadow is part of the story written with light.
stories with universal meanings."
Roth's work include countless photographs and photo-illustrations
and ranges from advertising to fine art, single
product, to complex sets and single models to large
crowds. His work has appeared in many prominent publications
including Vogue Magazine, Harper's Bazaar, Cosmopolitan, Martha Stewart Weddings, Los Angeles Weddings, Architectural Digest, and others. Avi Roth has been the recipient
of numerous awards often from clients who have
recognized his professional virtuosity and fascination
The Digital Marketplace
Jewels of Light and Shadow