new york

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

Recap: Creative Magic Happens at AtEdge Face-To-Face NYC

What an amazing Face-to-Face event on May 11th at the elegant 20th-floor penthouse at 230 FIFTH in New York. What happens when you bring an exclusive group of 28 agency producers & creatives together with 60 talented AtEdge photographers? Let’s just say there was a lot of excitement in that room.

Twice a year at Face-to-Face, AtEdge photographers  present their work in private, one-on-one meetings to hand-picked creatives that have the need and budgets to hire the highest caliber talent. It’s an opportunity for busy creatives to link up with groundbreaking photographers in a tranquil and casual environment, complete with sumptuous hors d’oeuvres and cocktails.

We’re overwhelmed with the success of this year’s event and thrilled to continue this series that has become so important to our industry. Face-to-Face events are held twice a year — each spring in New York, and in alternate cities like Chicago, Los Angeles, San Francisco, Minneapolis and London in the fall.

Making new connections and revitalizing old relationships is what Face-to-Face is all about. Please contact Elizabeth Owen, President of AtEdge, if you are interested in attending a future Face-to-Face.

We’d love to express our gratitude to the following industry creatives that assisted in making this event a success:

Jamie Appelbaum | Art/Content Producer | SS+K
Jamie Bakin | Sr Art Producer | FCB Health
Kathleen Bednarek | Photo Editor | Food Network Magazine
Tracy Brosnan | Creative Director | Freelance
Allison Candage | VP, Creative Production Manager | Juice Pharma Worldwide
Marsha Chandy | Senior Art Director | JWT
Treviana Delmastro | Art Buyer | JWT
Kayte Geldzahler | Senior Art Producer | McGarry Bowen
Sean Green | Creative Director | Neon/FCB Health
Michelle Heimerman | Photo Editor | Saveur Magazine
Ashley Holmes | Art Content Producer | Ogilvy & Mather
Betsy Jablow | Executive Art Producer | BBDO
Wendy Leahy | VP Senior Art Producer | McCann
Lisa Lloyd | Associate Creative Directory | BBDO
Jack Low | Senior Partner, Creative Director | Ogilvy
Austin Mankey | Senior Art Director | BBDO
Deniz Marlali | Senior Global Art Director | Nissan United/TBWA
Alexander Nowak | Creative Director, Curator of Visual Arts | Droga5
Alexia Politis | Senior Art Producer | Mother
Kelly Ramsey | Senior Art Producer | M: United – McCann Worldgroup
Julie Rosenoff | Manager of Art Buying | Havas Worldwide NY
Jan Rudin | Group Creative Director | Publicis Kaplan Thaler
Amy Salzman | Senior Art Producer | Saatchi & Saatchi
Frannie Schultz | Art Buyer | JWT
Mark Sikes | Creative Director | Ogilvy & Mather
Darielle Smolian | VP, Senior Producer | Publicis NY
Milisava Tertovich | Senior Art Producer | Anomaly
Noah Wilker | Lead Art Producer | DigitasLBi

This busy group of creatives work with some of the world’s top brands, including GE, FedEx, Pfizer, BMW, Delta Airlines, IBM, Nissan, Schick, Puma, Tylenol, United, UPS, M&M Mars, CVS, L’Oreal, Verizon, NASCAR, Verizon, Target, Marriott and many, many more.

“Loved everything, I have been to reviews before and this was by far the best. The atmosphere, the timing, the food, everything.”

Milisava Tertovich, Senior Art Producer, Anomaly


Photographer Nigel Parry shares his work with Alexander Nowak of Droga5


Noah Wilker of DigitasLBi listens intently to photographer Simon Winnall

“Photography caliber was top notch. Great space, great food, well-organized, classy event.”

Darielle Smolian, VP, Senior Producer, Publicis


L to R: Photographer Jim Salzano updates Betsy Jablow of BBDO NY on his current work


“To get to know the photographers and talk about their commercial and personal work face-to-face is an invaluable experience. Everything moves so fast these days that even while on shoots we often don’t get 20 minutes to stop and appreciate the talent of who we are working with.”

Tracy Brosnan, Creative Director, Freelance


L to R: Deniz Marlali of TBWA enjoys meeting with photographer Marc Ohrem-LeClef

“This event was amazing. To meet personally with 4 new creatives in such a short time span was great! I also got to catch up with other creatives I have met before!”

Pascal Shirley, Photographer


L to R: Photographer Pascal Shirley meets with Jamie Appelbaum of SS&K


L to R: Alison Candage of Juice Pharma meets with photographer Erik Almas

“It was all that I hoped and more…I was able to make new contacts with some photographers that I have been specifically interested in meeting over the years, as well as some wonderful new artists I was unaware of!”

Allison Candage, VP, Creative Production, JUICE Pharma


Treviana DelMastro of JWT deep in conversation with photographer Scott Bell


(L to R): Photographers Benton Collins & John Blais with agent Renee Bills from Schumann & Co

“I’ve attended a number of the events starting from the first one at the Soho House in NY. All have been a great experience and the opportunity to establish new connections as well as reconnect with others.”

Glen Wexler, photographer


Photographers Margaret Lampert & Jamie Kripke enjoy a drink after their creative meetings


Photographer Paul Aresu & his agent, Janice Moses, relax between meetings

“It was a great opportunity to meet photographers in a casual but productive setting and build new connections that will hopefully lead to future collaborations.”

Michelle Heimerman, Photo Editor, Saveur Magazine

Save the Date! AtEdge Face-to-Face New York

Save the Date:
AtEdge Face-to-Face New York
Tuesday, October 28, 2014

Face-to-Face brings photographers together with top agency creatives for private, one-on-one meetings. In between meetings, everyone enjoys mixing and socializing in a relaxed and intimate environment. This is a free event that open to a limited number of AtEdge photographers and their agents.

AtEdge 2014-15 PHOTOGRAPHERS STAY TUNED! — we’ll be emailing your invitation and more information in the next few days.

In the meantime, here are highlights from our May 2014 F2F event at The City Club of San Francisco.

Jamie Kripke, Shaun Fenn, Dana Neibert, Embry Rucker, photographers, facetoface, san francisco, art directors, art buyers, commercial photography, professional photographers

L-R: Photographers Jamie Kripke, Shaun Fenn, Dana Neibert, and Embry Rucker

We especially want to thank the following A-List of San Francisco art buyers and creatives that helped make it an incredible evening:
Noel Adolph : Consumer Promotions Design Manager : The Clorox Company
Whitney Baez : Sr Print Producer/Art Buyer : DDB Remedy
Blake Bäkken : Design Director : Venables Bell
Justine Barnes : Content Producer : Duncan/Channon
Cameron Barnum : Content Producer/Art Buyer : BBDO
An Ching-Chang : Sr Global Creative Director : Banana Republic online
Noah Dasho : Sr Art Producer : Goodby Silverstein
Naomi Duckworth : Sr Art Director : Heat
Vince Engel : Creative Director/Consultant : Chemistry Club
Jayson Ertelt : Assoc Production Director : FCB
Renee Hodges : Sr Integrated Producer : Venables Bell
Page Kishimaya : Creative Director : BBDO
Rebecca Lanthorne : Art Producer : Butler Shine Stern & Partners
Chase Madrid : Sr Art Director : FCB
Steve Mawhinney : Creative Director : Gyro
Michelle Spear Nicholson : Associate Partner/Head of Production : Muh-Tay-Zik Hof-fer
Shelley Parsons : Creative Director : Levis
Dan Southwick : Sr Art Buyer/Producer : Eleven
Kristin van Praag : Print Producer/Art Buyer : Heat
Andrew Weisman : Sr Art Director : DDB
Patrick Witty : Director of Photography : Wired Magazine

“I thoroughly enjoyed the evening. I loved the fact that most of the photographers I met were familiar with MTZGHF clients and work, and had taken time to consider what all we’ve produced. Although the timing with each felt right on, I wanted more!”
Michelle Spear Nicholson
Head of Production, Associate Partner

justine barnes, duncan channon, photographer, caterina bernardi, commercial photography, professional photographer, atedge, san francisco

Justine Barnes, Content Producer from Duncan/Channon connects with photographer Caterina Bernardi

“I love the structure of this event! It was great to meet with photographers in a more casual setting, and after business hours. And AtEdge did a great job of pairing me with photographers who were applicable to the work I have been producing for our clients.”
Justine Barnes
Content Producer

“You really matched us well to the creatives, and fulfilled our wish list. Top notch! As always, a worthy event.”
Therese Gietler
Andy Batt Photography

Marianne Campbell, Heather Elder, Chris Crisman, Photographers, Photography, Art Directors, Art Buyers, Facetoface, AtEdge, Meet up

L-R: Agents Marianne Campbell and Heather Elder are entertained by photographer Chris Crisman


“Once again, a wonderful event full of so many great connections – new and old.”
Heather Elder
Heather Elder Represents

Photographer Andric turns over a new leaf for Noah Dasho, Senior Art Producer from Goodby, Silverstein & Partners




“I suppose I was a bit nervous about so many back to back meetings. Would it be awkward? Would the conversation stall? I have to say that I was deep in conversation every time the bell rang. It was a great venue, relaxed atmosphere, and a pleasure to be a part of.” 
Noah Dasho
Senior Print Producer
Goodby Silverstein

“Overall, seriously amazing. I enjoyed making genuine connections.” 
Blake Bäkken
Design Director
Venables Bell and Partners

“Wonderful, productive, fun, engaging.”
Nick Hall

Photographer Lupine Hammack (left) enjoys sharing his work with Page Kishiyama, Creative Director, BBDO.

Photographer Lupine Hammack (left) enjoys sharing his work with Page Kishiyama, Creative Director, BBDO.

“It was great to put a face to a name for many of the photographers I’ve admired through the years and have never had the opportunity to meet or work with.”
Page Kishiyama
Creative Director
BBDO San Francisco

“The reviewers really cared. I think this is because they didn’t get exhausted by the amount of meetings or the pace of them. They were interested and enjoying the connection as much as we were. The face to face contact of this well organized event reminds me why I am in this business.”
Andrea Stern

“The format was fantastic and the range of work I saw was really relevant to our current client work at the Agency.”
Jayson Ertelt
Associate Production Director

Photographer Frank Schott meets with Renée Hodges, Senior Integrated Producer, Venables Bell & Partners.

Photographer Frank Schott meets with Renée Hodges, Senior Integrated Producer, Venables Bell & Partners.

“Good mix of talent. I loved seeing relevant photographers and discussing process, ideas, trends, etc. All in all, it was a great experience!”
Renee Hodges
Senior Integrated Producer
Venables Bell & Partners

Agent Kim Matheson sits between photography duo Eszter+David as they meet with Chase Madrid, Senior Art Director from Draftfcb

Agent Kim Matheson sits between photography duo Eszter+David as they meet with Chase Madrid, Senior Art Director from Draftfcb

L-R: Picture Matters agent Sherwin Taghdiri, photographer Dana Hursey, photographer Iain Bagwell

L-R: Picture Matters agent Sherwin Taghdiri, photographer Dana Hursey, photographer Iain Bagwell

“It was nice to meet creatives that really wanted to be there.”
Joseph Puhy