Being unlucky has a lot to do with creating great work.
Mark Zibert photographed the striking compositions of the Unlucky Series for MacLaren McCann and Applied Arts, along with Designer Matt Howe, Digital Artist JP Goulet and other team members, to illustrate the phrase “Luck has nothing to do with creating/producing great work.” The play with taboos — black cats, indoor umbrellas, spilled salt — led to some great visual cleverness. The series was awarded Gold in both our Photography Annual 2013 and Design Annual 2013.
Assignment: Applied Arts magazine asked us to co-design their 2012 advertising annual. We created and developed the issue’s theme, “Luck has nothing to do with creating/producing great work,” to champion the effort it takes to do powerful, compelling advertising.
Approach: To emphasize our theme we embraced unlucky taboos — broken mirrors, spilled salt — to illustrate what we feel are the ingredients that make great work.
Our next competition, Photography Annual 2014, features the most compelling and influential photography of the year. Prizes consist of gold and platinum awards, with winning entries published in the Photography Annual 2014.
To submit your own work to the Photography Annual 2014 competition, click here. But don’t wait! The final deadline for entry submissions is coming up quick.
Photographer: Mark Zibert
Client: Applied Arts Magazine
Designer: Matt Howe
Creative Director: Sean Davison
Creative Director: Mike Halminen
Art Director: Matt Howe
Digital Artist: JP Goulet
Copywriter: Natalie Greenspan
Agency Producer: Julia Auriemma
Agency: MacLaren McCann
See more of photographer Mark Zibert’s work by clicking here.