Still Images In Great Advertising- Cade Martin

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.

 

Note: Content for Still Images In Great Advertising is found. Submissions are not accepted.

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.

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies.

 

There Are 10 Comments On This Article.

  1. Suzanne Sease

    Please note that the image of the white bottles was shot by Kip Dawkins. Showing the books as they were used was just to show the final product of the swatch books.

  2. scott Rex Ely

    Anyone who has a chance to work with Pum and Jake Lefebure are truly blessed.

    • Scott

      Clearly you haven’t met Pum . . . she’s a megalomaniacal nut. At the recent DC Addy’s when Design Army won a lot of awards, including ‘Best Photography’ she was the Swan Queen. Cade was there, she barely made eye contact, much less acknowledged him. Ironic, given that the majority of the award winning work featured his photography.

      Jake’s low – key, and probably hen pecked to boot.

      The work’s great, granted. And despite Pum’s ability to give credit where credit’s due (see any of the Design Army vids on YouTube), Cade is the one who translates her insanity into beautiful images.

      ‘Truly Blessed’ – mehhhh

      • scott Rex Ely

        Clearly , just plain “Bert”, you are psychic to know that I have never met Pum. I’m not implying that Cade is the surrogate, but collaboration when finely executed towards a single goal is a uniquely remarkable thing and I don’t see how either side could have pulled off the work without the other. Sorry this is the business man, egos just come with the show. Now Bert ,you seem clairvoyant where’s the missing M-Millions ticket?

      • That is pure crap. I work with Pum and Jake as a photographer all the time. I do feel blessed to work with them. They put there heart and soul into every shoot we have. I am always excited to work on a project with them because every detail is well thought out and executed. They are wonderful warm people who give me praise when warranted and push me to do better when I need to. I feel very lucky to have met them and to have the chance to work for them.

  3. Thanks for posting this, I wasn’t aware of Cade Martin’s work before and it is really great. At first glance on this post I was thinking that it looked like such a “knockoff” of Rodney Smith and/or Geof Kern (I can never figure who was first) and why would they deliberately do that? After visiting Martin’s site I can see why. WOW!

    Nice piece.

    • It is too bad that the crew and Cade were not given credit in this video.

      I am sure Cade brought many fine ideas and concepts to the shoot.

  4. I always wonder how you guys get inspiration to come up with such amazing ideas. I mean is it only from other works of art? Or are there some secret avenues to which each individual keeps a stash of inspirational pieces?

    Great stuff! Love #1!

    Cheers!