ASMP — American Society of Media Photographers

Gus Powell Gets Book Marketing Right with New Book Trailer

By April 26, 2019Current News

screenshot of video posted at PDNPulseCross-posted from PDNPulse
[by Conor Risch]

The book trailer photographer Gus Powell created to promote his new photo book, Family Car Trouble (TBW Books), is hilarious and delightful. It’s a great example of a creative approach to the challenge of promoting and selling a photo book.

Photo book video trailers generally follow a convention: A video, shot from overhead, shows a disembodied hand flipping methodically through the pages. There’s nothing wrong with these videos. They’re functional and simple to create.

Powell’s video, on the other hand, borrows from a ’90s Volvo ad created for the Japanese market. And while it does show the book cover and advertise the dimensions of the book, it does not give much indication of what the pictures look like.

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