My buddy Chris Crisman started interviewing prominent people throughout the industry and posting their wisdom on his blog. But for some reason he also decided to interview me. Not only that, but he used a portrait by Matt Rainwaters that every single magazine I’ve sent it to has refused to run as a contributor’s pic. But not Chris. He knows how good a chick-o-stick is with grape flavored mad dog. Also known as a PB&J.
You can read the interview here.
Creative director Mike Ferrer at GSD&M comped up this whole campaign. He wanted to make the Caesars logo out of various objects. Each object represented an aspect of their brand; Celebrity chefs, shopping, spas, etc, and their iconic laurel.
After Mike finished having his brilliant idea, he was struck with a dilemma; how on earth would he pull this off? He wanted it to look real. That’s something objects just layered in Photoshop aren’t going to achieve. And something only a select few, very expensive, very busy CGI artists can pull off…. So?
Art buyer Shannon McMillan to save the day! When this landed on her desk she knew; Adam and Robin. Are they brilliant CGI artists? No. Can they line up some knives to form a logo AND light the heck out of those knives? Damn right they can!
So we got the job. Mike’s baby was in our hands. The bulk of the photography took place over a mere two days (for eight of these things! [not all have been released so I can't post them all yet]). We used a projector to make guides for each laurel on rolls of paper. We captured as much as we could in camera. And after lots of work, glue, paint, and a few stiff drinks we had a print campaign.
Creative Director: Mike Ferrer; Copy Writer: Mark Bielik; Art Buyer: Shannon McMillan; Photographer: Adam Voorhes.
Man oh man I love shooting for Esquire. Although I have to complain about having thirty egg mc muffins in my studio. They made the whole place smell like farts for days. Those things are seriously gross. But it worked out in the end, we got to wash them down with an old school ramos fizz. Which also smells a little odd. Oh well.
Below are the printed pages and some outtakes; a concept image on Stephen King, and an additional mc muffin option.