Something New

I shot another set of shopping bags for a really cool little agency, Wayfinder, for their client, Arden Fair Mall, recently. I took some time to play around with them, afterward. Shopping bags serve well as a stand-in for the entire brand - they're sort of viral ads, in and of themselves, but they lack any of the implications that an actual ad from the company would have. They're mostly the logo, but they're more physical than just the logo would be.

And I have a sort of tenuous relationship to the brands.

So, lately I've been frustrated with the complexity and duration of my tests, and having been inspired by several "picture a day" type efforts on Behance, I'm simplifying and trying new approaches.

These went in my book for the APA Portfolio Review this week, and they were really well-received.

How to Change Your Mind

This project was born when I saw the five-bladed razor. I've used the same type of dual blade razor cartridges since about 1990 - shaving's one of those things that gets ritualized - and it's been attached to the same silver handle with a slight bend in the neck, from a fall to the floor, ages ago. I'd sort of been aware of the evolution of razors - one, two, three. Did we skip four? The next thing I knew, I was seeing ads for a razor cartridge with five blades. I thought to myself - that's total overkill, they're just #@%ing with us, now. And that got me to thinking. My work returns to "overdoing it" from time to time (see Helpful Ideas for Busy Dads). At the same time, there's a current in our society that demands a sort of ruthless, constant improving of things, which is good in that it propels us forward, but it often devolves into a sort of performance for performance's sake - think of your favorite hardcore hiker, amateur athlete, or gearhead. I started thinking about:

If five, then why not fifteen?

If five, then why not fifteen?

Winding a watch must become tiresome after a while.

Winding a watch must become tiresome after a while.

If there's a bulk discount for some things, why not for every thing?

If there's a bulk discount for some things, why not for every thing?

But then, after all, I've started using the five-bladed razor...and I'm a believer.

Hedging Your Bets

I guess this shot could have gotten expensive, prop-wise. 

Happily, I decided I want it to look pretty meager.

Happily, I decided I want it to look pretty meager.

Clare's is a place I've never been. Since I'm not a tween. Anymore.

Clare's is a place I've never been. Since I'm not a tween. Anymore.

Pegboard is the manly equivalent to scrapbooking, I think.

Pegboard is the manly equivalent to scrapbooking, I think.

I spent several hours figuring out the exact proper placement on the board.

I spent several hours figuring out the exact proper placement on the board.

This is the result of an earlier go at it - with my wife's engagement ring, but the ring's not iconic enough, and I didn't like having to dupe in the rest.

This is the result of an earlier go at it - with my wife's engagement ring, but the ring's not iconic enough, and I didn't like having to dupe in the rest.

I haven't actually figured out how the guy who would buy a five pack of engagement rings would use them. Is he hedging? Planning real long term? Polygamist?

I haven't actually figured out how the guy who would buy a five pack of engagement rings would use them. Is he hedging? Planning real long term? Polygamist?

How to Shave

As I mentioned earlier, somebody suggested that my photos, that have some sort of background to them, are substantially more interesting than the ones that have plain backgrounds. Many of my photographs are about an object, and often about an object that existed only in imagination, so for me, a plain background often works - the object remains ungrounded, out-of-context, free of association.

Nevertheless, I agree with her - the photographs with more interesting backgrounds are more interesting. This time around, I had time to build proper sets, rather than try to create some in post, and I made a trip out to Scene 2 for more sā€¦

Nevertheless, I agree with her - the photographs with more interesting backgrounds are more interesting. This time around, I had time to build proper sets, rather than try to create some in post, and I made a trip out to Scene 2 for more stuff.


I glued these tiles to the plywood, and used lightweight putty to grout them in - not waterproof, but good enough. I kept the surface and the background separate for easier manipulation.

I glued these tiles to the plywood, and used lightweight putty to grout them in - not waterproof, but good enough. I kept the surface and the background separate for easier manipulation.

And here's the final shot. I floated it, and left off any further propping, like shaving cream, mirror, etc, so it still has one foot in otherwordly, which is probably just enough.

And here's the final shot. I floated it, and left off any further propping, like shaving cream, mirror, etc, so it still has one foot in otherwordly, which is probably just enough.