The Usual No.2
How does a magazine get printed? Check out our behind-the-scenes video of printing The Usual No.2, shot by the incredibly talented Julien Rodrigues of Invert Production.
I don’t want this post to turn into a pity party but I had spent the better part of a decade planning my thirtieth birthday party. Guess what I got for it? Hurricane Irene. On the day of my birthday. And 100% cancellation from all my NYC friends. No matter, I had 8 British friends who’s flights home got cancelled and got another 9 days stranded with me in Montauk, in a boarded up house, in a hurricane. We trespassed into the Andy Warhol estate armed with a 6 pack of beer each and about 10 cameras between us. Turned out it was the best birthday ever.
Loyal reader. Sorry I fell out of the blogosphere for a minute. It’s been a crazy summer and I think the two snaps below sum it up. I started a magazine in Montauk, did a lot of surfing, managed to not be fired by my full-time job, fell in love, fell out of love, got a certificate and champagne for being such an amazing worker, art directed a cookbook, designed a few websites, fell in love, fell out of love, art directed a comedy hip hop video, did a lot more surfing, turned thirty. That’s it. Enjoy all the updates that are coming over the next few days.
At the beginning of the summer, before it got warm enough for us to consider surfing, my best friend Yasha and I decided to pitch the idea of a magazine, to our favorite Montauk hangout, The Surf Lodge. Long story short, they said yes, gave us complete editorial and creative control, and agreed to be our publishers. In July we launched our first issue of The Usual, a short-run, limited-edition “love letter to Montauk.” The publication highlighted the people and places that make the Easternmost tip of Long Island so brilliant, through interviews, profiles, photography and illustration. Printed in nostalgic tabloid format, the design and content reflected the spirit of this seaside community.
The boss and I have just come back from a beautifully sunny beach in the UK for a great photoshoot for our client Erbitux. (Erbitux is a drug for lung and head-and-neck cancer, read more about it here) It’s even more exciting as it was the first creative campaign out of our UK office. It was pretty easy to see what creative was going to win out, the Born Fighters campaign was conceived in the first round and stayed the course with little change to the look. With the help of my intern, I made a little video for the bosses presentation at the creative summit showing different rounds of creative we went through to get to the final campaign.
I had always wanted the photos to be on the beach, so we had a sparse canvas for all the copy to sit on, so we sent our location scouts out on a mission – to find a coastal location that gave us four distinct hero shots. Photographer Sam Robinson and his wonderwoman producer/stylist Natasha Freeman were a great team who ensured everything ran smoothly and that Trip and I got the biggest catered lunch that the budget could stretch to.

Yep. Our client partner Nick took the note to bring wellies seriously even though it was a beautiful sunny day


Hign up on the dunes with the lovely afternoon light, a few reflector were all we needed

A three-course catered lunch? That’s what i’m talking about


Quickly before the sun sets!
As an extra bonus feature, here is a little video we made showing the rounds of creative we went through before we came up with the final campaign for our Erbitux client. Creative Director/Copywriter: Trip Hosmer, Art Director: Emily Anderson
On Friday, best friend Yasha and I went to the Vans Warped Tour Kick-Off Party at the House of Vans in Brooklyn. She was covering the event for Paper magazine and I was her official photographer. We were both nervous about my ability to capture the shots the magazine needed as hanging out and boozing with a bunch of underage guys with skateboards is – no kidding – my favorite thing to do in the world. I submitted a bunch of photos and the one that ended up on the front page was one of my feet. I’m not sure that my photography career got off to the flying start I had hoped for, but we all have to start somewhere. See the rest of the photos and Yashas great article over at PAPERMAG.COM
2010 was probably my best year I’ve had in America. There weren’t too many posts because I spent pretty much the whole year traveling. I would like to say that it was being paid to fly round the world art directing photoshoots and consulting on amazing branding projects, but sadly I spent all my own money; surfing and skiing exotic locations, and working on my perma-tan. Here’s how those wasted days broke down:



