As the agency for the BMW Championship PGA golf tournament in Chicago, Baldwin& creates all signage and communications for the event,
as well as a photo book with images from the tournament.
North Carolina-based personal care products company
that is Baldwin&’s largest account, “We’re really pushing them toward photography,” Ranew says.
Burt’s Bees advertising and brand designs rely
heavily on graphic illustrations, the iconic brand image being a drawn likeness of Burt Shavitz, the Maine
back-to-the-lander and bee keeper for whom founder
Roxanne Quimby named the company.
But a Burt’s Bees lip gloss campaign scheduled for
early 2013 makes substantial use of photographs. The
“Nature Knows Color” campaign combines model shots
by New York City-based fashion photographer Terry
Doyle with photographs of flower stems and flowers
drawn with lip gloss by the New York City husband-and-wife team of Andrea Gentl and Martin Hyers.
Because Baldwin& does not have an art buyer on
staff, April Lauderdale, who was an art director at
Mother New York before she joined Baldwin& in 2012
as Pixel Operator, commissioned Amita Starosielski of
Mother to help her identify potential photographers.
Lauderdale narrowed the selections, and chose Gentl
and Hyers based on their fashion and still-life work.
The duo collaborated with New York City stylist Suzy
Kim to shoot the color smears and cosmetic designs.
“The experience was great in every way,” says Hyers
about working with Baldwin&. “They brought so much
creativity to the project and they allowed for creativity.
They allowed for time to experiment, to see what worked
out and what didn’t work out. It wasn’t just execution
and that made for better photographs in the end.”
Baldwin& also launched the Burt’s Bees line of
fragrance-based skin and hair products for young
women called güd. Pearce shot finger puppets for the
Pearce also stepped in when Ranew was unable to
attend one of the BMW Championship PGA golf tournaments in Chicago. Baldwin& creates all the signage
and communications for the BMW Championship, and
each year Ranew also makes a BMW Championship
photo book. His golf photographs, like his landscapes,
still lifes, and images of motorcyclists and rock bands,
are clean, clear, crisp and airy.
“I want the photographs I create to be beautiful,
timeless and classic,” says Ranew. He applies the same
standards when evaluating the work of photographers
he’s considering for projects. Ranew says he is “never a
fan of fads, tricks or trends when it comes to creating
“The guy is incredibly committed to beauty,” says
Baldwin. “He can create beauty out of nothing.”
The fact that an award-winning ad agency with a
photographer as creative director has not had the op-
portunity to use more photography speaks largely to