Catalano & Gornick

One of my first really good clients was the ad agency of Catalano & Gornick. This was way before Free Transform in Photoshop so I had to use what I had: A 4X5" camera with a  90mm lens. As usual, the layout was followed closely but reality was a little different than the drawing. Vito Catalano (the creative half) approved the image from Polaroids and someone else stripped the "T" out from the background. Those were the days...

Boston Tea Company

Here is a layout and final image for the Boston Tea Company.
The agency was Kolker Talley Hermon and the Art Director was Linda Sarno. The shot was for an ad and it's just a couple of boards on bricks against a piece of plywood. What we did back in the day was trace the layout on a piece of clear acetate, turn it upside down and tape it to the back of our 8X10" ground glass. Then we just moved things around until they looked like the layout.

Barin & Zaretsky

Today I am known mostly as a food photographer but I began my career by photographing a lot of people. I was comfortable doing them because I had been a #1 photo assistant for people like Joe Toto and Tony Pertucelli who were people illustration photographers. This job was for the agency Baron & Zaretsky and the art director was Burt Zaretsky. Again, we are close to the layout but this won't always be the case.

Moss Advertising

I am creating this blog to show how an ad agency's layout compares to the final images. As commercial photographers we often are handed a layout before a shoot. This is very handy for photographers with ADD who need to hold something for it to enter their brains. 
This layout was for Brooklyn Union gas, came from Moss Advertising and Mike Carieri was the art director. This time we ended up very close to the layout but it's always the art director's final decision.