SMart Book photo annuals
SMart Book is a high-end coffee-table book showcasing the photographers represented by Stockland Martel, a New York City–based agency. The book is produced each year, always with a new copy concept and design, and targets the agency’s clients in the advertising industry. I collaborate with the agency’s principals on the concept and selects for the book, write all the copy, and work closely with the outside design firm we hire. First as a freelance copywriter and later as creative director, I've worked on every SMart Book that Stockland Martel has produced since 2005. In the case of the 2016 and 2017 books, I also photo-edited the covers.
photographer print promos
Creating a print promo is relatively easy and inexpensive these days, thanks to the variety of self-publishing options that are readily available. But the question of what content to showcase, and how to showcase it, is as challenging as ever.
In the case of documentary photographer Doug Menuez, the goal was to target pharma clients, and the sales reps suggested sending a packet of postcards as a promo. But Doug, who is often commissioned by corporations to shoot image libraries, is a storyteller whose images are especially strong when presented in aggregate. I proposed that instead of sending a handful of postcards, we should produce a magazine-style piece featuring tight edits of Doug's recent healthcare-related work. Each "story" would be introduced with text, written in the third person with quotes from Doug, explaining the client brief and Doug's approach. The headlines for each of these stories would communicate the variety of applications for Doug's imagery: branding campaign, image library, ad campaign, etc. I edited and designed the piece, incorporating feedback from both Doug and the sales reps. Targeting a handpicked list of existing and prospective clients, we shipped 225 copies of the resulting promo, The Life of Healthcare.
For Los Angeles–based photo duo Brinson+Banks, a.k.a. Kendrick Brinson and David Walter Banks, producing a print piece for their ongoing portrait series, "LA Woman," was inevitable in the very best way. For several years, Kendrick and David, two Southerners who moved to Los Angeles in 2012, have been shooting portraits of creative young women in their homes. As 2017 got under way, it became clear that there was enough work—and enough of a story—to go beyond the blog posts and eblasts that I was creating via their rep, Stockland Martel, to promote the project. I pitched the concept of a print piece, and the agency's principals approved it. (It helped that while the idea was under consideration, Time magazine's Lightbox blog featured "LA Woman.") I wrote a tagline for the project, "Young creatives at home in the City of Angels," and designed the 22-page piece in order to showcase as much of the most compelling imagery from the series as possible. Kendrick and David are former journalists, so when I suggested they compose extended captions telling the story of each of the women, they gamely interviewed all of them and sent me the notes. The final piece calls out each woman's name, her many creative pursuits (DJ, pianist, tattoo artist, etc.), and her neighborhood, and includes a bit of insight into things like what she loves about Los Angeles, what inspires her, and so on. View it online here.