Born in 1894 in Philadelphia. He began making photographs at age twenty. In 1929 he moved his studio to New York and became one of the most successful Commercial photographers of his time (photographs made as advertising illustrations).
In the early 20s the advertising industry was experimenting with photography as a marketing tool. Fritz was challenges by the complex production process involving clients’ expectations, art directors’ preconceived layouts and models who were unaccustomed to the camera. He created technically superb prints which are strangely engaging (gelatin-silver photographs).
Exhibited in The Museum of Modern Art, New York, in 1986: Grancel Fitz: Advertising photographs 1929 - 1939. This show revealed the Depression-era vision of the good life in America - of casual elegance, resplendent women and homemade pies