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Mike Balter / Joe Locke JazzTimes ad I.

The October 2012 issue of US Magazine JazzTimes will feature the first in a line of adverts we’ve designed for Mike Balter Mallets as part of vibes player Joe Locke’s endorsement contract.

In collaboration with London photographer Eric Richmond, we developed a concept that features the artist and his tools alike, borrowing associations from an organic, decorative and minimalistic ambiance. The mallets, arranged as a bunch of flowers in the foreground, are taken out of their usual context, while the artist is equally detached from his instrument and standard surrounding. The intention was communicate artistic and commercial confidence, combined with clarity in message and product.

Joe Locke / Mike Balter JazzTimes ad

The one-off use of a QR code here supports the album’s video EPK.

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