25/05/2026
What makes a cover shot a cover shot?
After years working as an art director for a mag, designing countless books, and front pages for posters, flyers and more I can honestly say there is no formula.
Gurus would disagree. Stalwarts of print media would also tell you I am lying. But having been in rooms, and around board tables, with the decision-makers … there is nothing that would come close to constituting a formula, not even a checklist.
Ego. Personal opinion. Campaigning for attention. Who is sleeping with the photographer. Are all factored way more than even the design basics like composition or colour.
It’s the most unromantic phase of creation and often left with a room full of people settling for someone’s else dominant idea.
These rooms and negotiations taught me alot. One thing being the best choice is usually right under someone’s nose but rarely are their eyes widely enough open to notice it. The second being the right choice is often the one you have to fight hardest for.
Fast forward to the iteration of business and creation I am in now. Where every day I am fighting to see, create and execute nothing but the best choice and then knowing I have to advocate for it in most instances.
It’s an approach that seems to work. Years of boardroom training with the blind opinions undoubtedly helping, but also getting out of my own way has contributed to a shift in no-f**ks-given levels of creating.
The battle now is often clients and audiences aren’t ready or open to the impact, the curiosity, the confrontation, the reality of a creation. And not being ready, strapping on a seat belt and still going for the ride takes an epic amount of gumption.
Choosing a cover shot has always been frighteningly easy.
Seek the gumption.
. . . . . . .
This project was captured by the unwaveringly open soul that is whose gumption rivals my own and embracing of chaos also. She listened, understood this idea would be an ever-evolving concept, strapped on her seatbelt and was wide eyed throughout the whole process. So am I surprised we ended up with about 12 cover-worthy shots? Not in the least.
Download CULTIVATED Issue #1 now
