Still Images In Great Advertising, is a column where Suzanne Sease discovers great advertising images and then speaks with the photographers about it.
Cade Martin has been a long time client of mine (full disclosure) and I have seen incredible growth in his work. When we first worked together, I asked him to include an amazing series on Mexican farm workers as his personal work. This body of work got the attention of Pum Lefebure of Design Army. She is the inspiration behind the Washington Ballet campaign, which resulted in this work for Neenah Paper. Cade’s work was recently on the call for entries to The One Show which was sent to every creative person in the industry. How is that for free advertising?
Suzanne: These images have a great style to them, how did you create them? What was the concept behind these images and how were you a part of the creative process?
Cade: The project was for Neenah Paper and it was basically a redesign and relaunch of their Classic Papers Brands. We were asked to create imagery for a series of paper swatch books that would each showcase a different product. As far as approach, we pretty much had creative freedom. The only thing we knew we wanted was to find locations that had textures that would marry well with the surfaces of each of books. As all of our projects, it was a collaborative process where we had meetings, conference calls & mood boards. I scouted locations and sketches were created off places we liked. We had a great team of stylists & crew but I was pretty much left alone as far as the overall look & feel of the images.
Suzanne: The beauty of a campaign like this for a paper company is they are sending your images out as a direct mailer. What kind of increase in attention to work have you seen?
Cade: One of the great things about this campaign is that it’s targeting creatives – art directors and creative directors – who are the people who use Neenah Paper for the most part. The swatch books don’t ever seem to be thrown out and are held onto as reference material so the visibility seems to be large as well as long term.
Cade Martin is an award-winning photographer for advertising, corporate, and fashion clients worldwide who specializes in people and location photography. He is represented by Greenhouse Reps in the US.