CrAIg CuTLer JuST KeePS SHOOTINg
that couldn’t be shipped to his studio.
Below: The goal of the “Cactus” series was to look at the succulents as “shapes and forms.”
Right: Three stills from week 48’s motion project that used colorful dot stickers, paint rollers
and tape to create movement.
One of the highlights of the project for Cutler has been using film. “If I’m
shooting editorial, everything has to be sent somewhere, and everybody has to
sign off on it,” he explains. “Technology is great but it’s kind of a watered down
process now that there’s so many people weighing in on something. One of the
fun things about shooting film is you still have to wait for the film to come back.
It’s not a decision by committee.”
To celebrate the completion of CC52, Cutler, Stockland Martel and Industrial
Color are hosting an event on May 10 in New York City. On display will be all of the
CC52 still and motion works. There will also be a book designed by Mary Warner,
creative director at the advertising agency J. Walter Thompson.
Cutler already knows what his next project will be (it involves trains across
America and is “not something you do in a week,” he says). But with three CC52
shoots left to complete, he relishes the fast pace of the last 49 weeks. “The whole
point of CC52 is that it keeps moving, it’s like a treadmill,” Cutler says. “It forces
me to constantly pump out ideas, to just shoot and not think too much.”