Still Images In Great Advertising, is a new column where Suzanne Sease discovers great advertising images and then speaks with the photographers about it.
When I saw this ad, I reached out to Blake Pearson, John Fulton’s agent. It caught my attention because it required the viewer to stop and look a little closer. You see the hula dancer and then you read the headline- very creative! I also like that this creative ad is done by a smaller agency showing folks you really should market to everyone in multiple platforms. I researched John and found out that he lived out of Savannah, GA but shot all over the world. A lot of times, you can live where you are happy and have a successful career.
Suzanne: I love the fact that John Fulton lives in Savannah, GA and has been featured in the Communication Arts “Fresh” feature. How did you join forces?
Blake: I noticed several of John’s images in PDN’s photo annual and felt he had great potential. We met in person a few weeks later and have been working together ever since.
The ad is a wonderful mix of John’s landscape style and humor- but this time instead of a person we have a humorous prop- Did John have a lot of say in the propping of the typical Hula Doll?
Initially, we thought surely a witty toy maker would have already made a geriatric hula girl, but no such luck. To make the elderly hula doll John photographed a dozen different dolls on location to attain as much source material as possible so it could be built digitally. Often, he does all his own retouching but in this case we sourced Chris Bodie (also with VISU ARTISTS) who has a background in illustration, to help with the actual build of the doll. John and Chris worked in tandem with the art director to dial in the final look of the image. The ad has been such a success for the client that they’re currently having elderly hula girls fabricated for several other promotions.
How did Brunner find John?
Brunner discovered John through a mix of personal relationships, direct mail and online marketing. John is wonderful to work with and we have developed a great relationship with Brunner. He’s photographed campaigns for several of the agency’s clients over the last couple of years.
Note: Content for Still Images In Great Advertising is found. Submissions are not accepted.
John studied at Brooks Institute in Santa Barbara, CA and presently works out of Savannah, Ga. He is currently featured in American Photo’s column “One to Watch” and was named to the Archive 2012 – 2013 Best Ad Photographers Worldwide. He is represented by VISU ARTISTS.
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.