- I quit the mass mailing habit cold turkey in 2007
- Still Images In Great Advertising – Claudio Napolitano
- The Daily Edit – Thursday 3.22.12
Posted: 22 Mar 2012 08:13 AM PDT
I think it's safe to say that in most cases, mailing out promos offers pretty much the same return on investment as giving your money to the printer and paying him to set it on fire for you.
Granted, whenever I visit a client or creative, there are usually a few mailers stuck to the wall or sitting on their desks — but there are generally a lot more of them in the garbage. And often as not, the stuff pinned up is either from photographers they've worked with before, or shooters who've recently won awards or garnered some attention elsewhere and are therefore already on their radar.
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Posted: 22 Mar 2012 08:02 AM PDT
Still Images In Great Advertising, is a column where Suzanne Sease discovers great advertising images and then speaks with the photographers about it.
Claudio Napolitano is someone I see constantly on these creative ad website. He has been featured 8 times on Ads of the World. This latest campaign was done for an agency in Venezuela, while he is based out of Miami, Florida. I love the way foreign agencies create a campaign for a Jeep with images that don’t show a vehicle!
Suzanne: This is a very clever campaign. How did you get involved? Have you worked with this agency before?
Claudio: yes, it was a really clever campaign by Leo Burnett at the Caracas office. I have been working with them for few years with some of their other local and international clients. It all started just after that successful shoot. We recently did another shoot for Heinz baby food with some beautiful images too . I’ll keep you posted about this. To be involved on this you need keep producing images constantly and sharing them with all the art directors that you work with or would like to work.
Suzanne: Your work has been featured on Ads of the World many times. Has that helped your career?
Claudio: yes definitely it helps day by day and we need to keep in mind than each posting is like a brick that helps build your image. The Changing a bulb was finalist or bronze in the Clio awards.
Suzanne: Where were these photographed? And tell me a little about the process?
Claudio: we shot in my studio in caracas and miami, we decided to shoot the talent in studio to have the same illumination values and the locations were shoot between both cities and the postproduction was handled in house to keep the control over the final result . But the truth is there are no big secrets in terms of technique because as always in all our shoots we try to keep it simple to reduce over photoshopping.
Note: Content for Still Images In Great Advertising is found. Submissions are not accepted.
Claudio has been a professional photographer since 1992, shooting quality images for countless advertising clients. He was awarded Hasselblad Masters 2009 for portraiture, J&J James E. Burke Global Marketing Award 2009 and 2010 and the Cannes Lion National diploma for three years in a row for his work in advertising. He is based out of Miami, Florida and represented by Mollie Jannasch of agencymj.com.
APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies.
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Posted: 22 Mar 2012 07:07 AM PDT
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Creative Director: Janet Froelich
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