Who printed it?
The piece was digitally printed by DSJ printers in West Los Angeles. DSJ has been family owned and operated since the 1950s and handles all of my promo printing and stationery needs. I cannot say enough great things about their quality and their customer service.
Who designed it?
My Office Manager, Evan Mulling, and I paced the booklet, while its design is taken from booklets we produced in 2017 and 2015 called Gravity and Levity. Those booklets were designed by Edward Leida @eddieleida, a design director and typographer in New York City. Ed chose the typeface and laid out the type for the NOIR booklet as well.
Tell me about the images?
The imagery comes from a portfolio we produced this summer for a special Emmys issue of Vanity Fair and features Emmy nominees who either play “good guys” or “bad guys” on their respective shows. The NOIR “cops and robbers” theme is a direct, quick-read approach to illustrating that delineation.
We were inspired by movie stills from the 1940s and 1950s. Vintage wardrobe was pulled by stylist Jeanne Yang @jeanneyangstyle. Sets were designed and built by Anthony Altomare @photobuffalo. The shoot was creatively produced by Ron Beinner at Vanity Fair @runronrun and executive produced by LA-based producer Liz Lang @lizlangproduction. And… we shot each of the talent individually over a day and a half. Even the group shots were shot as singles and comped together in post by my long time retoucher, the immensely talented Angie Hayes at the Happy Pixel Project @angiemariehayes.
How many did you make?
We printed 350 NOIR booklets and mailed them to entertainment and editorial clients. The booklets are 9×12 and it was difficult finding the perfect envelope to match that size. We reduced our mailing hassle by taking the bulk of the envelopes to Mail and More, our go-to spot for all of our shipping needs.
How many times a year do you send out promos?
We create a booklet like this once a year, or every other year, depending on how much new work we have to show. In addition, we regularly print a variety of 5.5” x 8.5” single image promo cards to include with our thank you notes (that are also sized at 5.5 x 8.5).
Do you think printed promos are effective for marketing your work?
I do. I’ve surveyed a number of clients and it seems to be split down the middle as to how many prefer to receive electronic promos and how many prefer to receive printed promo pieces. With the booklets, their size and weight give them some gravitas that increases the chances that clients will hold onto them or perhaps, display them in their offices. I think it’s important to keep yourself in front of your clients in whatever thoughtful, elegant way you can. Now more than ever, clients have less time to consider our work and they’re inundated with imagery on multiple platforms…so sending a traditional, printed (oversized) piece can be an attention-getter.