AtEdge

Remembering a Bygone Era: Nostalgia By Mauricio Candela

Times have changed. A lot. There have been more scientific and technological advancements in the last century than in any century before it. And of course, with all those changes have come a whole lot of drawbacks. After all, advancement rarely comes without its own set of consequences.

It’s been over fifty years since Bob Dylan recorded “The Times They Are a-Changin,'” and even he probably would never have guessed how much more things would change in his lifetime.

Mauricio Candela Nostalgia

Photographer Mauricio Candela’s latest series, Nostalgia, focuses on how times have changed for children in particular. His photographs bring us back to a time before smartphones and the internet. Before kids had to worry about social media and having the latest gadgetry. As he puts it, “imaginations are now at the mercy of tablets and dictated by smartphones and video game consoles.” Nostalgia is all about remembering a time when childhood meant simpler times and an abundance of innocence.

You can see more of Nostalgia below, including the photographer’s own statement about the series.

For more of Candela’s work, visit his official AtEdge page.

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All Images © Mauricio Candela

Photographer’s Note

Nostalgia by Mauricio Candela.
What once was childhood.

Childhood and the Nostalgia of it have a curious relationship.
It’s not something that children are conscious of, but as adults, it plays a big part as a reference in their lives.

Remembering our own childhood conjures up images and thoughts of a seemingly simpler, easier time.

When we see today’s children surrounded by technology, it seems as if their own imaginations are now at the mercy of tablets and dictated by smartphones and video games consoles.

Almost like a still silent scream, these photographs are presented to remind us that innocence, simplicity and creativity are the foundations of any childhood. Having any of these elements in our past is what makes the nostalgia for them so strong in present times.

This artwork shows the reality of a child. We can clearly experience a “feeling” in viewing it. It acts almost like a warning to the inner adult carried inside. It’s a reminder that any childhood flourishes by such very basic, simple things within a nurturing environment.

It will serve as a safety net or foundation. By enabling this context, they’ll be armed at defending themselves from the assault of today’s world and its technological tsunami.

The process of creating these images was done over a long and slow timetable. It took almost a year to find all the ideal characters to reflect the meaning of what I wanted to impart in the artwork. Using neutral color palettes and staging each scene organically, without makeup or tricks, without over-producing them.

 

 

Five of the Best Underwater Photographers in AtEdge

Underwater photography is a dream for many professionals. It isn’t always easy, but it often results in some of the most breathtaking images you’ll ever see. The AtEdge community is full of incredible underwater photographers with unbelievable talent and style.

Take photographer David Martinez for example. He’s a globetrotting photographer with a passion for the surf and the sea. According to him, “he’s just as comfortable with a huge production crew as he is alone on his surfboard with his underwater camera.”

Then there’s photographer Christopher Wilson. A former writer, art director and designer, Wilson found his passion for photography after spending 15 years in the advertising world. His underwater portraits have a very distinct feel to them. The endlessness of the water surrounding his subjects creates something that feels both intimate and ominous.

Embry Rucker‘s passion for communicating the human narrative is clearly visible in his underwater photography.

The subjects of Hollis Bennett‘s underwater photography are a bit fishier than most, which makes sense for a man who grew up in Knoxville, loves the outdoors and has lived on three different coasts.

Lastly, we have one of the most talented underwater photographer’s around, Dana Neibert. There’s a lot more to his portfolio than just underwater photography, but don’t let that fool you. Some of his ocean shots are the most stunningly beautiful photos we’ve seen.

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Check out the “Underwater” section of the AtEdge website to see even more spectacular shots from these photographers and more.

Maxine Helfman Captures a Different Side of James Franco

Photographer Maxine Helfman recently had the opportunity to photograph James Franco the artist, not James Franco the actor. The shoot was for the New York magazine and the goal was to capture a different side of Franco.

You see, James Franco isn’t just an actor, he’s also a wildly hated artist. There are tons of articles all over the internet about why you should hate him and his art. He’s regularly slapped with labels like “poser” and “faker,” and the art world seems to love to hate him as a whole.

That’s where Helfman comes in. The feature article was about Franco sitting down and having a discussion with one of his biggest critics and Helfman was tasked with creating a cover image for the piece. According to New York photography director Jody Quon, Helfman “has a very vivid sense of photography and a painterly quality as well.” This is what led to the cover image being “van-Gogh-as-tortured-artist,” as Quon put it.

The end result of the campaign was a series of brilliant images that portray Franco in a delightfully new light.

To see more of Helfman’s work, check out her AtEdge portfolio.

Painted James Franco Kind of looks like a murderer James Franco James Van Gogh Franco

Markku Lahdesmaki Is Heating Up Vanity Fair

Finnish photographer Markku Lahdesmaki may have grown up in a place known for it’s cold weather, but now he’s bringing the heat to Vanity Fair. Lahdesmaki’s photos are front and center of a new piece in this August’s issue. “How Extreme Heat Could Leave Swaths Of The Planet Uninhabitable” focuses on extreme heat-waves in Death Valley and Kuwait and discusses how they could spell disaster for the future of our planet.

Lahdesmaki’s scorching images of the Death Valley landscape help to illustrate the kinds of extreme heat that can be hard to imagine for those who have never truly felt it.

Grab the August issue of Vanity fair to see the full article and more of Lahdesmaki’s work or check out the article online.

You can also see more of Markku Lahdesmaki’s photography and all his latest projects on his AtEdge profile page or on his website.

Spotlight on Jason Elias

It’s not every day that a commercial photographer gets commissioned by Discovery Channel to shoot promo work for their most important week, Shark Week.

The fact that they trusted Jason Elias to execute their concept speaks volumes about the type of work in Jason’s portfolio. His photographs span multiple forms such as lifestyle, portrait, and travel but his images all have one thing in common: they have the ability to enthrall the viewer.

His work for Discovery Channel’s Shark Week, as well as his recent portraits of Seal and Eli Roth, do just that by capturing each subject in a way that seizes attention.

Browse through more of Jason’s collection of work through his AtEdge portfolio and his website.

©Jason Elias

©Jason Elias

©Jason Elias

©Jason Elias

©Jason Elias

©Jason Elias

©Jason Elias

©Jason Elias

Engagement Insights: Saddington Baynes Defines Image Aesthetics With Neuroscience

Why wait for a campaign to go live before you measure its success? With Engagement Insights, a new approach to creative image production underpinned by the latest in neuroscience, Saddington Baynes can help optimize a campaign in line with consumer emotion before it even goes live.

It’s long been established that ad campaigns with an emotional hook outperform those underpinned by logical thinking – sometimes two-to-one.

The reason why is simple: we’re emotional beings. Advertising that systematically seeks out to rationalize value doesn’t strike that deeper emotional chord, and as such, is often ignored. Advertising that digs a little deeper into the group psyche, playing on our desires before we’re even conscious we have them, is what results in the greater success.

That deeper, implicit strand of emotional thinking can be very difficult to reach – unless you have a thorough understanding of neuroscience.

Engagement Insights

With Engagement Insights, the new initiative from production studio Saddington Baynes and globally renowned neuromarketing consultancy NeuroStrata, there is now a way to tap into those attributes that impulsively sell an image to a viewer, and with it, a level of campaign perception unprecedented in the image production field.

According to Saddington Baynes CEO Chris Christodoulou, “This isn’t about eye tracking, facial recognition, or focus groups – where the rational brain is engaged in responding to direct questions – so answers are unavoidably distorted by outside influences. Engagement Insights is about implicit, non-conscious insight – getting the answers people don’t even know they’re giving. The pure data.”

Creatively, Engagement Insights offers a holistic overview of the emotional aesthetics preferred by large groups of people; practically, it gives brands a way to measure the emotional impact and potential success of a multi-million dollar campaign during production – and before it’s launched.

Augmented intuition

Engagement Insights provides brands with what NeuroStrata consultant Thom Noble terms “augmented intuition” – essentially, statistics that reinforce a gut feeling as to why a certain image might outperform another once it has launched.

“At its foundation, Engagement Insights comprises a versatile test based on two psychological principles,” explains Noble. “There’s the notion of priming; that when we are exposed to something – like an image – the things we associate with it come to the front of our minds.

Secondly, there is the interference effect in reaction times: if you’re shown two things that are different, your reaction times on a task can be briefly slowed down compared to if you’re shown two things that are similar. These two effects are systematically used in our testing to measure the emotions, feelings, and concepts that people are automatically associating with an image.”

The test’s speed, rhythmic nature, and apparent contradiction in terminology and imagery produce an implicit response from the user, measuring automatic connections between image and emotional response in an essentially non-cheatable manner – users cannot consciously prepare for their answer.

The results are passed on to the neuromarketing team, where statistical analysis is performed. “We use the aggregated results to show the different degrees of emotional response to an image,” says Noble. “That allows us to build a vocabulary for a brand, determining what works and what doesn’t before full production has concluded.”

Stories within statistics

“Using Engagement Insights gets you thinking about design on a completely different level,” says James Digby-Jones, executive creative director at Saddington Baynes. “It might mean finding that your gut is backed up by the science, or the opposite: discovering that traditional assumptions are actually false.”

For instance, Saddington Baynes found interesting results regarding the direction in which a vehicle was facing: “In automotive imagery, the typical assumption is that giving the front three-quarters of a car prominence means an image tends to perform better,” continues Digby-Jones. “However, it’s likely that we’ve come to assume that’s the best angle as we see it all the time in marketing imagery: we’re primed to react to it in a certain way. With implicit testing, the results demonstrated that, for some models tested, it was actually the rear three-quarters of a car that incited a more positive reaction.

Engendering confidence

Using its database of continually growing, evolving data, Saddington Baynes is now able to provide a level of authority that can steer a campaign from the offset. “In an industry where many of the money decisions are made by left-brained people, Engagement Insights is invaluable,” says Christodoulou. “We can go to marketing teams and say, ‘You may want to rethink your flagship’s launch color because the science says it’s not the best choice’. It’s a way of giving that deeper insight into what they’re sending out into the world before they send it.”

The next step

Engagement Insights is now a two-year-old project, and the logistics are nailed. Via a robust setup and approach, Saddington Baynes can swiftly implement Engagement Insights during any stage in a project’s lifecycle, offering the client insight through quick, exploratory testing.

“And it’s not just going by the gut anymore,” Christodoulou concludes. “We’re not just creating beautiful imagery; we’re creating it in a way that we know works, and we know why it works. It’s the cross-section of art and science, and we’ve only just scratched the surface.”

Saddington Baynes invites you to find out about Engagement Insights.

Recap: Face-to-Face Los Angeles 2015

Face-to-Face was held on November 4 at the Hotel Casa del Mar in Santa Monica. This event brought together 50 photographers and 22 hand-picked creatives, art directors and producers from the major Los Angeles agencies. Face-to-Face is an intimate portfolio review and cocktail party that gives AtEdge photographers and their representatives an exclusive opportunity to connect with top creatives. During these events, photographers and creatives/producers are matched up for private, one-on-one meetings based on the relevancy of the work they are doing.

Face-to-face is a chance for busy creatives to get to know some very innovative photographers in a relaxed, comfortable environment, away from their busy work day. Held several times during the year, Face-to-Face is just one of the ways that AtEdge connects top-echelon photographers with the world’s most active and influential art directors.

We are very excited to continue hosting and expanding this successful series of events for our advertisers. Please Contact Elizabeth Owen, Vice-President of AtEdge, if you are interested in future Face-to-Face events.

Thank you to these wonderful agency creatives and producers who participated in the evening:

Rocio Alvarado – Senior Art Director – Deutsch
Ronnie Blumenberg – Executive Creative Director/Partner – BLT
Sara Clark – Senior Art Producer – TBWA\Media Arts Lab
Nicole Dieterichs – Executive Vice President – Cold OpenAmy Feitelberg – Photo Director – Los Angeles Magazine
Amy Feitelberg – Photo Director – Los Angeles Magazine
Kay Gautraud – Senior Art Producer – RPA
Daniel Gray- Creative Director – Dailey & Associates
Jason Hines – Associate Creative Director – RPA
Lisa Lee – Associate Executive Producer – Crispin Porter + Bogusky / Boulder
Chase Madrid – Senior Art Director – TBWA\Chiat\Day
Lisa Matthews – Manager of Art Production – Team One
Sandra Mendiburu – Senior Producer – Conill
Dan Nguyen – Freelance Art Director – Designory
John Payne – Creative Director – Saatchi & Saatchi
Kate Pollack – Associate Art Producer – TBWA\Chiat\Day
Veronica Reo – Senior Art Producer – 72 and Sunny
Andrea Rosenfeld – Senior Art Producer – David & Goliath
Cindy Rowe – Executive Art Producer – Saatchi & Saatchi
Mara Serdans – Senior Art Producer – Deutsch
Karmen Shehata – Art Producer – Crispin Porter + Bogusky
Steve Sonnenleiter – Associate Creative Director – Dailey & Associates

Photographer Alex Martinez checks in with the AtEdge team.

Photographer Alex Martinez checks in with the AtEdge team.

L to R: Photographer Matt Sartain and Chase Madrid from TBWA\Chiat\Day

“I loved the event! I made some great connections with some folks that really responded to the work. I’m very much looking forward to the next one.”

MATT SARTAIN, PHOTOGRAPHER

L to R: Photographers Satoshi and Dana Hursey

    

“Probably the best meetings event out there.”

BILL CAHILL, PHOTOGRAPHER

L to R: Andrea Rosenfeldfrom David & Goliath enjoys meeting with photographer Lisa Predko and her agent, Andrea Donadio from RAD Represents.

“It was truly a delightful evening. Meeting with the photographers is the fun part of the job. And being able to do it in a lovely setting outside of the office was a bonus.”

CINDY ROWE, EXECUTIVE ART PRODUCER – SAATCHI & SAATCHI 

Veronica Reo, Sr. Art Producer from 72 & Sunny and photographer Marc Tule.

Veronica Reo, Sr. Art Producer from 72 & Sunny and photographer Marc Tule.

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“Thank you so much for the wonderful evening. I met a lot of great photographers that I will definitely consider for our upcoming projects.”

JASON HINES, ASSOCIATE CREATIVE DIRECTOR – RPA

AtEdge Director of Photography Susan Baraz, with photographers Vic Huber (L) and Jonathan Ford (R).

AtEdge Director of Photography Susan Baraz, with photographers Vic Huber (L) and Jonathan Ford (R).

“It was fun, and very helpful. Thanks for showing us the real pros!”

STEVE SONNENLEITER, ASSOCIATE CREATIVE DIRECTOR – DAILEY & ASSOCIATES

Saatchi Creative Director John Payne face-to-face with JJ Sulin.

Saatchi Creative Director John Payne face-to-face with JJ Sulin.

The TMAR Team (L to R): Photographers Genevieve Caron and Andric with agent Alison McCreery.

The TMAR Team (L to R): Photographers Genevieve Caron and Andric with agent Alison McCreery.

Campaign Spotlight: Andy Mahr Shoots JJ Watt and Ronda Rousey for Reebok Pump

This year Andy Mahr was commissioned to shoot a variety of running, training and professional CrossFit athletes like Jason Khalipa, Noah Ohlsen, Emily Bridgers and Kelley Jackson to help Reebok introduce their ZPump and Nano 5.0 lines. During the week and a half long library shoot, he also photographed JJ Watt and Ronda Rousey for the Pump franchise.

AtEdge resources helped introduce Andy to the creative team at Venables Bell & Partners, which eventually led to the Reebok commission. First, Andy met Design Director Blake Bäkken at our 2014 Face-to-Face event in San Francisco. Creative Director Tom Scharpf and Art Director Alex Rice also spotted Andy in AtEdge before tapping him for this collaboration.

About Andy Mahr
Andy Mahr is an award-winning advertising photographer based out of Texas. After working as an art director and creative director for 13 years, he made the full transition to photography 8 years ago and has never looked back. His background as an art director has taught him to absorb the world and develop his own unique and distinctive style, look and aesthetic that has made the rise to his current success very rapid. Andy loves photography and every aspect of the process he uses to create outstanding images. Andy’s client list includes Nike, Bell Helicopter, Texas Tourism, Timberland, Toyota, RAM Trucks, Gatorade, Harley-Davidson and more.

Andy Mahr is represented by Lesley Zahara Represents. More of his work can be seen through his AtEdge portfolio, at zaharareps.com and at mahrimages.com.

 

AndyMahr Headshot

Andy Mahr

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Andy Mahr for Reebok
Agency: Venables Bell
Art Director: Alex Rice
Creative Director: Tom Scharpf

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RondaRoussey

Ronda Rousey

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JJ Watts

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Tim Tadder & Epson: The Power of the Photographic Print

Epson just released a new campaign to celebrate the power of the printed photograph. For the project, Tim Tadder and other legendary photographers such as Steve McCurry, Jeremy Cowart, Stephen Wilkes, Elizabeth Carmel, Amy Toensing, Lois Greenfield, Gregory Crewdson, Mark Seliger, Monica Stevenson and John Paul Caponigro were approached by Epson to appear in a video to share their inspirations, processes and views on the importance of the photography print.

Tim says, “So much time and energy goes into making the photograph. If the print is not perfect, it is not worthy of a print. It is not worthy of sharing.”

Check out the video below.

Tim Tadder is represented by Heather Elder. More of his work can be seen at heatherelder.com and at timtadder.com.

Via Heather Elder

AtEdge Director of Photography Susan Baraz Curates Photo Exhibition for UN Climate Change Conference in Paris

Featured Image: Simon Harsent

We are proud to share that AtEdge Director of Photography and Co-Chair of Lucie Awards Susan Baraz along with Chair Hossein Farmani have curated a special photography exhibition highlighting the impact of global climate change to be shown at the COP21 2015 United Nations Conference on Climate Change in Paris. Over 147 Heads of State and world leaders will view the work of great photographers whose work sheds light on the crucial issue of climate change.

Susan Baraz and Hossein Farmani shared this statement about the exhibition,

Photography in the hands of great artists can transmit a visual message that can make an impact, like no other medium. A single still image is capable of saying something so profound that its effect is undeniably felt by all people.

The artistic expression may be an individual one, but an image can be universally understood, and resonate around the world. The Lucie Awards is honoured to have been asked to curate and present exceptional images that do just that.

For the UN Climate Change Legacy Exhibition, we have called upon renowned photographers who have dedicated their lives to documenting melting icebergs, drought, air, water, waste pollution and the undeniable effects these things have had on our planet. It is a condensed, compassionate plea, through their lenses, of the effects of climate change.

Their images may be startlingly beautiful, which can complicate the horrific message they convey, but look beyond the amazing artistry and try to understand the subliminal ideas within these framed works.

Bravo to these brilliant image-makers who challenge us with their documentary record of what is taking place. It has been a privilege to curate their works for the COP21. We have been humbled by their clarity and consistent endeavour to keep shouting to the world to do something.

Several works from a number of AtEdge photographers will be displayed at the show, including Andy Anderson, Matthew Turley and Simon Harsent. The official reception is December 8th.

To view a gallery of works which will be displayed, please visit the Lucie Foundation’s website.

More information on the UN Climate Change Conference is available through the COP21Paris.org.

Andy Anderson - Oil

Andy Anderson, The Kern County Oil Fields outside Bakersfield, CA
The most prolific oil producing fields in the United States, having been in continuous use since the discovery of oil there in the late nineteenth century. They produce a majority of the oil in California and 10% of the overall United States oil supply. Steam cogeneration from the oil fields also produces much of the electricity for both the Bakersfield and Los Angeles areas

Matthew Turley

Matthew Turley
Kolmanskop was a bustling diamond-mining town in the early 20th century until it was abandoned after WWI.

Melt Simon Harsent

Simon Harsent , Melt
This project begins with images of the massive icebergs as they enter Greenland’s Disco Bay from the Ilulissat Icefjord; it ends with the icebergs off the East Coast of Newfoundland, by which time they have travelled hundreds of miles, and have been so battered and broken down that they are little more than ghosts of what they once were. Seeing them first overpowering in grandeur and then, later, about to be absorbed back into the flux from which they came, is both beautiful and humbling: a metamorphosis that endows them with a life-span, each with it’s own personality, each with it’s own story. This project had its origin in a wholly personal moment; a personal journey. It is impossible, however, to look at these images and not think of the environmental issues we face right now. Just as the choice I made in my childhood in some ways defined me as a man, so the choices we are making as a species will define who we become, and what becomes of the planet on which we live.