Who printed it?
Who designed it?
Jaspal Riyait, Design Director for Martha Stewart Living, who designed the book that this image was created for. She came up with all of the great graphics ideas, how they would work with the folds and appear inside the clear envelope.
Who edited the images?
This was self-edited, with some feedback from creatives in the industry. I had been wanting for a long time to do a promo in some kind of fold-out poster format and thought that images from this project would be perfect. Ultimately I went with a single image, with the reverse side being text and graphics only.
How many did you make?
How many times a year do you send out promos?
At least twice
Was this image part of a bigger series?
This image is from a book project I did with Livia Cetti who is an amazing botanical stylist and crafter of paper flowers. Titled “The Exquisite Book of Paper Flowers”, it was just released this month. Each chapter features beauty shots of a different flower along with complete instructions for making. The image I ended up using for the promo was one of many that we shot in a gorgeous, abandoned building in Hudson, NY that is in a beautifully distressed condition… peeling paint, cracked plaster and rich color everywhere!