Look Like Yourself: SF Photographer Michael Meltser on portraits, City Hall weddings, and the art of not posing

Interview by Heather Anderson

San Francisco–based photographer Michael Meltser, Founder of the 4mmfoto Photography,  has been behind the lens for over 15 years, shooting everything from LinkedIn headshots and brand portraits to intimate City Hall weddings and full-scale events. His specialty? People—unposed, present, and comfortable enough to look like themselves. He blends candid moments with creative direction so your photos feel effortless and editorial, not stiff or staged.

If I stopped you on the street and asked, “What kind of photographer are you, really?”—how would you answer?

People photographer. I care about capturing you as you are—in motion, in conversation, in your own energy—rather than putting you into a stiff pose that doesn’t feel like you. I’ll give you a little guidance before we start so you know how the camera “sees,” and then I keep us talking. When you’re relaxed and in a real moment, that’s when you look your best.

You told me people have booked full portrait sessions just to get a perfect passport photo—while you go to Walgreens for yours. 😂 What does that say about why clients hire you?

Most people don’t like being photographed and don’t know how to look like their best, natural selves on camera. That’s normal! They come to me for an eye they trust and for coaching that still lets them be themselves. I set the light, explain a few simple principles, keep a conversation going, and help you forget about the lens. The result is clean, confident images—even if all you wanted was one great ID photo.

A lot of founders (and a lot of moms) say, “I need photos, but I hate being photographed.” How do you move someone from stiff and self-conscious to “oh wow—that’s me”?

We start by talking. I want to hear a bit of your story. While we shoot, I keep that conversation going so you’re reacting like a person, not posing like a mannequin. I also explain how a camera’s single “eye” reads angles differently than our two eyes do. Facing the camera straight-on often looks flatter; turning slightly or exaggerating an angle can look more natural in the final image. Sometimes what feels a little “weird” in the moment looks perfectly normal—great, even—on camera.

You’ve said portraits are where you’re excellent. What tells you, “That’s the shot”?

Tiny shifts. A small change in the eyes or the mouth, a breath out of the shoulders, a fraction of a head tilt. I’m very visual, so I’m watching for those micro-expressions that feel like you. I don’t churn hundreds of frames hoping one works. I’d rather take a few, look at them together, choose what’s working, and then refine it.

“Good conversation and a good mood create honest expressions. That authenticity always reads better than a perfect pose.”
— Michael Meltser

One of my favorite offerings of yours is the “walk the city” session—wandering San Francisco, chasing great light and textures. What does that feel like, and who is it perfect for?

It works for almost everyone. I’ve lived in San Francisco for nearly 30 years; I know a lot of corners with character—tile, glass, stone, murals, industrial lines, soft greenery. We plan outfits and a loose theme ahead of time, then cover surprising variety in an hour. You end up with an editorial-feeling set that looks like multiple locations and days. One time the operator on an F-line streetcar even paused for us so we could grab a few frames—people in this city can be wonderfully kind.

SF light can be moody—fog, glare, wind tunnel on Market, and then golden hour five minutes later. How do you make sure the final photos still look clean and cinematic?

That changeability is a gift. In a short session you can get photos that look like different seasons and times of day. I work with what’s there: where the light is bouncing, where it’s soft, where it’s dramatic. The variety gives your gallery depth without needing endless locations or outfit changes.

Let’s talk City Hall weddings. So many couples—especially second marriages or parents with kids—want something simple, elegant, and real. What do you love about photographing San Francisco City Hall, and any insider tips?

San Francisco City Hall is one of the best of its kind in the country—grand, clean, and full of beautiful light. I’ve photographed couples who flew in from the East Coast just for that building. The “trick” is navigating crowds and knowing spots on different floors where it feels like you have the place to yourselves. I move efficiently (especially helpful with kids) without sacrificing quality, and we treat it like a small adventure—staircases, balconies, arches, art pieces. Whether you’re getting married that day or simply dressed up to celebrate, it’s always special.

Tips: book with enough buffer time; earlier slots can be calmer; plan simple, walkable shoes; bring one detail (a small bouquet, a boutonniere, or a textured jacket) to anchor your look.

You also shoot full weddings, events, and milestones. When you deliver a gallery, what moment makes you proudest—the big, dramatic shot or the tiny in-between that no one noticed live?

Every event has its own chemistry. People often open up after the formalities—once nerves drop, they’re themselves again. I want you to recognize you in your photos. Sometimes that’s the dramatic “wow” frame; often it’s a quiet laugh, a glance, a hand squeeze. I don’t decide which is “the one” until the story of the day is there on the screen.

For someone who hasn’t updated headshots or brand photos in years, what’s one change that instantly reads more confident and current—without buying a whole new wardrobe?

First: feel comfortable in what you’re wearing. Confidence is visible. Avoid small, tight patterns like tiny stripes or checks—they can photograph oddly. Beyond that, don’t overthink price tags. With the right light, even a simple, inexpensive piece can look fantastic. If you’re shooting for your website, consider colors that live well with your brand palette or complement it—but again, comfort first. Your eyes and your ease are the stars.

What do clients stress about that you wish they wouldn’t—and what do you wish they’d focus on more?

People fixate on tiny “imperfections” they’ve trained themselves to see: a strand of hair, a crooked pinky, a preferred side of their face. Most viewers won’t notice those details unless you point them out. I’ll minimize distractions where we can—hair, makeup, angles—but let’s not let a small thing eclipse the whole image.

What I wish people focused on more: bring a genuine smile or a real mood. Tell me a funny story; vent about your day; show up as you. Good conversation and a good mood create honest expressions. That authenticity always reads better than a perfect pose.

Okay, I want this. What’s the easiest first step to work with you—for branding, headshots, or a City Hall ceremony?

Show your intent. Tell me what you’re after—passport photo, LinkedIn refresh, brand portraits, City Hall, or a city-walk editorial session—and we’ll pick the right path. Some clients love a quick chat; others send mood boards. I can loop in a wardrobe and hair stylist, and a makeup artist if you want; or we can keep it simple and fast. Once we’ve aligned on vibe and logistics, we schedule and shoot. I’m flexible: I’ve turned around next-day sessions when that’s what a client needed, and I’m equally happy to plan something more produced.

Want to look like yourself in photos—on your best day?

Heather Anderson