Carlos Serrao

Who printed it?
AWLITHO. Anthony, the owner, has done the past four promos with me.  He’s great because he will work with different vendors for the production. In this case, we had to go to two different printing facilities, since the outside of this one was traditional newsprint (37lb Text stock), the first few pages had to be done at a web press, and the inside pages were coated stock on a sheet fed (50lb coated stock).

Who designed it?
A great designer: Michael Spolgaric. He likes to have fun with it.

Who edited the images?
Just Michael and I.

How many did you make?
5000 copies; 3000 went to my US agent and 2000 to my European agent.

How many times a year do you send out promos?
Ideally once a year, but last year got away from us.

Tell us why you chose a sport theme?
We wanted a sport driven one this year because of the Summer Olympics, because so many other clients besides the usual sport brands will be showing athletes. The web press was stressing out the printer because they we warning us the quality of photos on the newsprint stock would not be great, so we had to keep assuring them that’s what we were going for for the first few pages, in fact we added a little fading and yellowing tone to the newsprint to give it an aged look. Naturally, they should be how we want them in about a year, but we couldn’t wait that long!