Real Simple

Creative Director: Janet Froelich
Photo Editor: Alice Jones
Photo Editor: Emily Kinni
Photographer: Kenji Aoki

 

What type of direction did you get from the magazine?
The magazine was seeking something conceptual and abstract based on some of my earlier work.

Tell us about your creative process for this simple, elegant solution for stress.
The article was about stress and how stress can be a positive motivation depending on its type and cause; so I thought about these four key words from the article: “Chaos”, “Calm”, “Pressure”, and “Relief/Release.”I find working through language in this way is often the most important first step before shooting.

Is there a pattern to when or where you ideas occur?
Focusing on one word can conjure many images, in this case I felt I could best extract the essence of these concepts by using geometric conceptualizations. Rather than trying to think up ideas, I sought a resolution by ridding myself of all unnecessary information and focusing on these few words.

Do you have a journal for your ideas, sketchbook?
Having studied design, I find it very helpful to draw rough sketches before shooting, so yes, I keep a sketchbook.

What is that white ball of lines: fishing line, wire?
We used thread for “Chaos” and wire for “Calm”, but we tried to shoot them in such a way as to not be recognizable as such.

For the two contrasting opening spread images, how closely did you work with the art department on your ideas, especially for the type placement?
Prior to the magazine’s release, I wasn’t sure how exactly my images would be used. The typography and layout was done by Janet Froelich, the creative director. Her layouts are always amazing and I am always inspired by her work.