Resolve

A collaborative online community that brings together photographers and creative professionals of every kind to find ways to keep photography relevant, respected, and profitable.

Have an idea for a post?

Want us to find an answer to your question? Interested in becoming a contributor?Email us

‹ Home

June 9th, 2009

A multi-tiered promo: Redux’s American Youth book

Posted by Jasmine DeFoore

Creating a memorable promo piece seems to be getting harder and harder. That’s why Redux Pictures created American Youth, a new book including original work from 25 of their photographers. The benefits of the project are multi-tiered: building awareness for the photographers and Redux, plus prompting new personal work from the participants, who can include it in their portfolios and promos. And, added bonus, story ideas that editors will know just where to go to illustrate. Jasmine, Redux marketing director and a RESOLVE contributor, explains how it came together.
Young debutantes are presented at their "coming out" at Bal des Berceaux, a high-society charity event at the Plaza Hotel in Manhattan.

Young debutantes are presented at their "coming out" at Bal des Berceaux, a high-society charity event at the Plaza Hotel in Manhattan. ©Mark Peterson/Redux

Q. What was the initial concept for American Youth? Why did you want to approach this topic?

A. Our original idea was to produce a promo piece about one topic, something that art buyers and photo editors wouldn’t automatically chuck in the trash can.

Q. Marcel Saba [director of Redux] came up with the general topic of American youth and then Redux photographers shot new work exploring that topic. Did you know there were specific aspects of the youth culture you wanted to touch on, or did those develop organically from the projects photographers came up with?

A. We knew we wanted a cross section of Americans documented. Most people had their own ideas but as the photographers started sending in their work, we saw some holes in coverage. For instance, we lacked any stories about poverty, or war widows, or something on kids who are into extreme sports. So we assigned stories to fill those gaps.

Sam, 20, and Erin, 19. They have  been dating for two years. ©Erika Larsen/Redux

Sam, 20, and Erin, 19. They have been dating for two years. ©Erika Larsen/Redux

Q. Did you help the photographers in the book with their stories so they would work best for what you envisioned?

A. The advantage of working on something long term is you have time to shoot, look at the work, and then maybe shoot some more. For example, John Keatley did a series on street youth in Seattle, and we were able to offer feedback to him on what was working and what wasn’t. He went out and did more, and it turned out great.

Q. You brought in a lot of guest editors to make the (close to) final edit. Did you give them some guidelines or did the edit style evolve through that process?

A. We asked the editors to narrow the work down to 5-10 of their favorite images from each shoot. We wanted to publish everything they chose but it wasn’t possible, so in the end Marcel and I narrowed it down, along with great input from the book designer, Gilbert Li.

Special challenges arose because we were editing a collection of different stories by many photographers.  We had to choose images that could tell a complete story, but that also worked with the flow of other people’s work.

Q. Aside from the great exposure, what other benefits might a photographer expect from being part of a group book like this?

A. The best thing about American Youth is that it motivated all the photographers to create something new for it. Shooting personal work isn’t always at the top of people’s priority lists, but look at the benefits! The book has gotten a lot of attention on blogs, has been part of the NY Photo Festival, will be on exhibit at LOOK3 in Charlottesville, and was recently reviewed by The Washington Post. We’ve also had slideshows on NPR, The Daily Beast and Time.com and a story in PDNThis exposure will continue to bring attention to the photographers which is always a good thing.

Aside from the promotional benefits, some photographers are continuing work on their projects. Gina LeVay is continuing to photograph young war widows. A number of shots are making it into people’s portfolios and their promo pieces.


Leave a reply




 

FREE EBOOK

Learn how to engage your audience and
build brand recognition across social
channels. Learn more...

Free eBook

Search Resolve

Search

READY TO GET STARTED?

Pick your package. Pick your design.
No credit card required.

Start 14-day Free Trial
Compare packages