It’s not easy setting yourself apart from competition. With the saturated photographer market, it can be nearly impossible to not have your leave-behind piece end up under a stack of papers or in the trash. Most promotional efforts are in the form of postcards, flyers, and emails. Our work was cut out for us.
I thought long and hard about ways to not end up in the trash, literally and figuratively. How could I make a lasting impression, especially to ad agencies. I mean, they are the creative geniuses. How dare I have a better idea than the Creative Director? How was I going to get my foot in the door beyond handing something to the receptionist? I had to create something interactive. It needed to be something the receiver would be able to use, something that would engage them.
What I ended up with was, in my humble opinion, quite the ingenious idea. With the advent of phone photography and slick filters, there are certain elements missing from the experience of taking a photograph that most millennials may never understand. My fellow generation X-ers, however, can remember a time when you couldn’t look at the back of a camera and instantly see the result of pressing the shutter release— of course, there are Polaroids, but that doesn’t count for this idea. When I was a kid, shooting a roll of film, dropping it off at the local lab, waiting a few days, and finally holding the results in my hands was an exciting time. It made me put more thought into each click of the button. My promo idea incorporated this experience, making it interactive. The promo became a process that lasted a few weeks. This process allowed me to get my foot in the door not once, but three times—one to drop off the promo, another to pick up the enclosed camera, and a third time to deliver the results.
My promo piece contains a black and white film camera, image samples, business cards, instructions, and a small booklet telling a little about me on a more personal level. My first successful process was with Alpha Dog Advertising, based in Lancaster, PA. They were very receptive to the idea, and followed through with flying colors. Aaron was excited to be a part of it. I’d say it was a hit! It was certainly interactive in a fun and familiar way. Thanks, Aaron!
Special thanks to Perfect Image Camera for processing the film and printing Alpha Dog’s results. If you’d like to participate, send me a message or call 717-283-6070. I’ll be more than delighted to drop one off, pick it up, and deliver your results.