Questions for Creatives

After a year of new business wins, Berlin Cameron/Red Cell was named Adweek's 2003 U.S. Agency of the Year. Jason Peterson is an art director and partner at the New York City-based advertising firm.



What projects have you been working on lately?

Producing our second year of work for Coke and a national launch for a youth-marketed cell phone called Boost.



What types of photographers do you use ?

The type that is talented and not full of shit. People who you can collaborate with, yet know where to draw the line and take a stand on the important issues. Just worked with Marc Joseph and Chris McPherson.



How many portfolios do you look at in a week and what's the first thing you look for?

Only the ones I call in, maybe two a week. The first thing I look for is, whose style can best fit upcoming jobs. Or someone whose stuff is commercially fresh that I could develop a campaign around.



Have you kept any self-promo pieces lately?

Last I have is one from Graeme Mitchell, simple cool little Epson prints, great images.



How much do you pay?

As much as the budget allows.



Who is your dream photographer?

A talented person that will work with you but still has a strong opinion. Someone who gives you want you want yet surprises you with something even better.



What's the best ad campaign you've seen lately?

iPod.



How should photographers contact you?

Never by e-mail; always best to send a simple postcard promo with no envelope to 1370 Broadway, 7th Floor, New York, NY 10018.