Who printed it?
The book was printed by Smartpress. I printed and bound the vellum cover myself onto the front of each book.
Who designed it?
The cover was designed by my friend, Joel, from This is Forest.
Tell me about the images?
I normally create a shoot specifically for my printed promos. But for this round, I wanted to show a range of food photos that were specific to my aesthetic style. I felt it was the right time to connect the dots from my studio work, to restaurant and chef portraits, to tabletop scenes. I wanted to express a tone, color palette, and voice within the contemporary world of popular food imagery that was my own.
How many did you make?
I made and sent out 120 promos. I’d rather mail less and spend more time on the overall package, then create something super quick to send to many. I think an email newsletter is better for that. I wanted these to specifically go to people who I’ve loved working with in the past, and to dream clients. Each promo ends up being such a labor of love, that hopefully, it goes to someone who will care to receive the object.
How many times a year do you send out promos?
I try and send a printed promo out every year or two, and I send around 2 or 3 email promos as well. It’s such a science trying to figure out how many times people want to receive updates, and what feels like too many notifications amongst the sea of self-promotion.
Do you think printed promos are effective for marketing your work?
I think printed promos are one of the few times a year that I get to see my work beautifully designed, printed, and bound together. So maybe I partly do it for myself to view my own growth, but I think it also creates a visual voice that’s very different than the way work is presented on a screen. I don’t think there needs to be a lot of printed work sent out annually since I know it can be wasteful, but hopefully, that one tactile piece better represents your personality and style to a client and they hold onto it for a while.
I personally love printed pieces, yet I know I receive them way less than any photo editor or art buyer does, so maybe the specialness gets lost. But it always feels like such a great mail day when I get a zine or book that you can see the love that was put into it. Not even the most extraordinary of emails will give me that same tactile effect.
When making anything printed that has multiple steps or people involved, without fail it always ends up taking longer than anticipated. So I always try and set goals in the beginning for when I want my promos to go out, but always add a lot of padding and understanding to that timeline. Anything worthwhile takes time and care. And I want the final creation to represent that.