Here’s a proper look at the opening spread of Jonah Berger’s mouth from the April ‘Making of a Guru 2013' issue of Fast Company. Jonah is the author of Contagious Why Things Catch On.
Leslie Dela Vega the PD at Fast Co. and I brainstormed about what would make for a strong opener and then asked me to come up with some concepts pre shoot which she would pitch. Normally I don’t go too heavy on concept and prefer to shoot by the seat of my pants but was happy to put pen to paper and put my artistic skills to good use scribbling down a few idea’s.
Turns out first one was the simplest and the best as is often the case. When I was doing research on the book I found Berger “reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.” Et voila there you go, camera close up on Jonah’s mouth… Get it?
We tried out plenty of stuff on the day but thankfully the Berger mouth idea stuck. Well pleased with how it looks in print spread out over the two pages and all…

Here’s a proper look at the opening spread of Jonah Berger’s mouth from the April ‘Making of a Guru 2013' issue of Fast Company. Jonah is the author of Contagious Why Things Catch On.

Leslie Dela Vega the PD at Fast Co. and I brainstormed about what would make for a strong opener and then asked me to come up with some concepts pre shoot which she would pitch. Normally I don’t go too heavy on concept and prefer to shoot by the seat of my pants but was happy to put pen to paper and put my artistic skills to good use scribbling down a few idea’s.

Turns out first one was the simplest and the best as is often the case. When I was doing research on the book I found Berger “reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.” Et voila there you go, camera close up on Jonah’s mouth… Get it?

We tried out plenty of stuff on the day but thankfully the Berger mouth idea stuck. Well pleased with how it looks in print spread out over the two pages and all…

  1. ahetherington posted this