Cody O’Loughlin
Who printed it?
I used Smartpress to print this set. They’re great to work with during the proofing and mock up process, and offer plenty of quality paper options.
Who designed it?
I designed the promo myself with the help of my wife, Nicole, who has an excellent eye for design. I wanted to do a tri-fold in square format because it sequences a bit like a book. I also thought it was neat to have the portrait of Braxton in a diptych as well as a tryptic when the promo is fully unfolded.
Tell me about the images?
This promo was from a shoot I did with Laura O’Neil at the New York Times featuring jazz-legend and composer Anthony Braxton. Braxton is in his fourth year of writing an opera at his home studio in CT. He’s composing and transcribing the opera on hundreds of oversized, handwritten pages that are meticulously stacked in his studio. I photographed the score and rearranged Braxton’s own handwriting for the font and text in my promo. I love how precise and unique his style is and thought using his own penmanship would help tell his story.
How many did you make?
150
How many times a year do you send out promos?
I send out promos two or three times a year, or when I have new projects I’m excited about sharing. I write personal notes for each one and send them out to specific editors I’m keen to work with.
Do you think printed promos are effective for marketing your work?
I have found that over time thoughtful printed pieces do go a long way with editors. I’ve received lots of positive feedback and think marketing this way has been a big part in landing gigs for clients like the Times. I’m always grateful when editors take the time to reach out in response to my promos – it’s a great way to build relationships and collaborate on assignments.
