Photographic Impressions

Most of the work I do as creative director involves an editorial product. That means finding a way to enhance words with photos and graphics. When veteran photographer Mark Tucker came to Parthenon, he laid out a project that was especially intriguing to an art director. His photographs had to be the focal point. Words were secondary.

Tucker built his career as a commercial photographer, and his work can be seen on numerous album and book covers. His more artistic work is displayed on his website, the South being the subject of most of the photographer’s work. The Jack Daniels whiskey company in Lynchburg, Tenn. even commissioned him to do a calendar for them. His photos of people and places in the South were gritty and raw, and extremely powerful. He realized that this was a different avenue he should follow, and asked us to help him create a portfolio aimed at magazine art directors.

The work had to convey Tucker’s creative, artistic bona fides. At first the photos were accompanied by explanatory text. But soon enough, it was clear that even those few words were not needed. Only photos remained in a raw, powerful portfolio that redefines Tucker as a photographer. Mark Tucker: The South has no words, just impressions.

In the end, the product we produced proved the old saying that “a picture is worth a thousand words.”