Because Jared Leeds started his career as a newspaper staff photographer, the idea of doing a promo on newsprint resonated with him. Aside from the nostalgia factor of newsprint, Leeds also really “liked the boldness of the size and flexibility [the newsprint format] gives for design.” — From the article Promos We Keep: Say it in Newsprint, by Shanon Ber
Leeds has been developing a portfolio of imagery related to the outdoors and active lifestyles.
“Some of the work was more produced and some was more stripped down and personal. I wanted to marry the two in an authentic way that flowed and spoke to the same focus.”
He hired Creative Director Adam Larson from Boston-based creative studio Adam & Co. to help him. Leeds gave a selection of images to Larson, who then “edited them and designed the piece in a way that gave it a narrative, even though those images came from different shoots.” Larson also penned the words “Out of Doors” which adorns the cover of the promo and is on a page of related images on Leeds’s website.
© Jared Leeds/Photo by Sharon Ber for PDN
To read more about the production costs and reaction to the piece, visit the article on PDNOonline by Shanon Ber.