Book for MacDonald Photography by Rule29

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CLIENT

MacDonald Photography is a commercial studio that offers portrait and product photography as well as video production services.

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BRIEF

In collaboration with MacDonald Photography, Rule29 wanted to create a breathtaking book of photography that depicts the story behind a cause close to both of their hearts. As a self-promotional project for Brian MacDonald’s brilliant photography we wanted to capture the way he sees the world as well as his ability to shoot.

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APPROACH

The approach was to create a larger than life brochure, which seems to be a thing of the past, and use that moment to ask the viewer: what is worthy? The images of youth shot in an empowering way throughout the poorest areas of Nairobi, Kenya, were the focus to this challenge.

PRODUCTION LESSONSWhen working with a variety of paper stocks and weights you have to get a paper dummy made—for the technical challenges, as well as the feel of the piece. We found in our first few paper dummies that the sewn binding was almost perforating the vellum paper, so after a few times of reading the book the paper started to tear out. So we needed to change the weight and work with the binder on the distance between stitches. Never would have caught that had we not done that step.