Once upon a time I was an art buyer. And with that title came emails and post cards - from photographers sharing new work .This part of my job was actually fun. Seeing what projects people are working on and constantly being showered visually with new and inspiring work (kind of like Instagram but not). But unlike Instagram, I had no choice who would share with me. That's when it got annoying. Photogs sharing work not relevant to the types of accounts the agency had started to become spam. That's when I took mental notes.
There were always 1 or 2 mailed promos that would stand out each year and as a young aspiring photographer, these promos blew my mind. The one I always remember was from a photographer that shot a major campaign for Frito Lay. It was so beautifully designed but it also helped that inside was a small bag of Fritos! Genius! That's the kind of impression I could only dream of with this promo for Urban Surfers.
With the help of a couple talent friends, (Adam Garcia and Dustin Kemper) I finally put together my promo. I designed a 26 page 7"x7" book and acting as my business card, a puck of surfboard wax with my own custom label. (Adam designed the Urban Surfers logo and Dustin designed the surfboard was label)
There are always a couple goals with these things: keep costs low, be visually interesting and make it so great that it would be difficult to throw out.
I'll end with one email I got recently from an art buyer who was on the receiving end of this mailer: "... just got your promo (the wax will come in very handy for me! 8' longboard owner!)