Molly Fitzsimons styled this cute campaign for the Martha Stewart line at Michael’s, photographed by Helen Norman.  Molly isn’t just talented – she is a stencil grandmaster.  You should see her kitchen, her front door, her bathroom sink, her dog, her young son…. ok, we were just kidding about the bathroom sink.

I’ve fallen out of love with my home.  It doesn’t look anywhere near as beautiful as this gorgeous brownstone of yours, styled by the graceful Molly Fitzsimons for HGTV Magazine.  What can I possibly do to rekindle the romance?  Should I call Deborah Jaffe to photograph?  Do you think you could lend me a couple million bucks to first buy a whole brownstone, then completely renovate it?  Then is Molly available to spruce it up a bit?  Please make the check payable to Big Leo Productions.

Thank you!

-the Big Leo team

I’ve always had a special affection for Halloween, and I love styling for it. It’s especially fun to do play with the color palette and style, so you can still have an elegant, sophisticated look with just an edge of spooky. Since my birthday is in October I usually had Halloween-themed birthday parties when I was a kid. Costumes, pumpkins, leaf piles, apple-bobbing, etc. My best costume was a Master Charge credit card. I copied the graphics directly from my mother’s card, including the number. She was not amused. This year Arlo will be a chicken for Halloween, continuing a family tradition of baby Halloween chickens.

Paul Lowe styled this story for Brides with photographer Karen Mordechai of Sunday Suppers fame, on easy ways to trim down the cost per person.  But really, the easiest way too keep costs down is to just plan the wedding on an island somewhere, so the wacky extended family mooches don’t show up and clean out the buffet.  Tahiti sounds nice right about now…

Photos by the wonderful Kate Sears.

In the Big Leo month of August, Mason and I embarked upon a small city-wide adventure, taking Sweet Revenge on a number of our favorite clients.  Some of you we got, some of you we missed, but rest assured if you were not able partake in the apricot-glazed deliciousness that was our wrath, we’ll be sure to get you next time!  Please enjoy the video our wonderfully talented designer created to showcase our sweet August 11th journey through publishing.

And, here are some photos taken by Hector Sanchez, who documented our assembly line!

Coincidentally, Chase’s new “INK” card launched an ad campaign featuring Sweet Revenge proprietor Marlo Scott, who helped to customize a Big Leo recipe that would compliment our logo and taste – very well done!

]]> http://bigleo.com/den/2010/09/big-leo-took-sweet-revenge/feed/ 0 http://bigleo.com/den/2010/09/gourmet-est-mort-vive-gourmet/?utm_source=rss&utm_medium=rss&utm_campaign=gourmet-est-mort-vive-gourmet http://bigleo.com/den/2010/09/gourmet-est-mort-vive-gourmet/#comments Mon, 06 Sep 2010 18:26:25 +0000 Mason Adams http://bigleo.com/den/?p=2040 Like most people, we were bummed to hear that Gourmet magazine was no more.  And then, out of the ashes, it has risen again in a new form, Gourmet Live.  As with any new announcement, it was greeted with immediate skepticism.

Yet another iPad app?  Using repackaged content?  While the general internet consensus seems to be that they’re just trying to cash in, I spent the last few days thinking about the relaunch and what it might mean.

Imagine that you’re Conde Nast.  You have these two amazing plants growing side by side in large pots on your rooftop terrace at 4 Times Sq.  They’re both very similar plants, of the same species, and they both produce a comparable amount of fruit.  They’ve been sitting up there for a long time, and have survived many winters even while other plants have withered.  But the forecast for this winter is grim.  Really grim.  The whole climate of publishing is changing.  What to do?  You take one of your plants inside – choosing the oldest one with the strongest brand – and you repot it.  Shake off the roots, trim the branches, add some new soil and then genetically re-engineer the plant to thrive off the nutrients of the internet.  Gourmet est mort, vive Gourmet!

Gourmet Live isn’t a redesign – it is a carte blanche.  That kind of thing never happens.  And yet, here we are.  The iPad strategy of most magazines these days is to cram everything into an app.  But then the designers and art directors are doing 3x the layouts – print, web, app – and its a ton of work, and I’ve heard a lot of complaints about the process, from photographers all the way up to EICs.  Carte blanche means that everything is turned upside down.  Design for the new media one time only, then let the content proliferate out through the web of followers.

The team behind the new Gourmet is creating an architecture to support a new kind of magazine, possibly the first of its kind.  And the team members are like a who’s who of new media design.

Scott Dadich.  From a recent profile on him in the NY Observer:

“He’s one of those clever people who can take history and the future and merge them into the present,” said Platon, a New Yorker photographer who has won two consecutive National Magazine Awards for photo portfolios and credits Mr. Dadich for giving him his start in America. “People have done that before in other genres. Miles Davis did it, Frank Lloyd Wright did that. And I think Scott has the capacity to do that.”

“With a talent like Scott, magazines will never die,” said George Lois, the legendary former art director of Esquire.

“He just has it,” said David Remnick, the editor of The New Yorker.

“He will be the spark that ignites a conflagration,” said Tom Wallace, Condé Nast’s editorial director.

Florian Bachleda.

Elizabeth Spiers.

Anil Dash.

Michael Wolf.

And these are just the people I found with a small bit of research.  They’re going to make an amazing platform, plain and simple.  And the best part about it, they have 60+ years of the best food writing and photographs with which to populate their new creation.  And I’m sure that is just the beginning.  Soon we’ll get new commissions for the best writing, the best photos.

Already we got the call for new photos – Big Leo’s own Mariana Velasquez and Pamela Duncan Silver styled the cover for the new Quick Kitchen:

This is a larger issue, over 100 pages of old recipes from the archive.  It will be sold at select locations and not carry ads.  It is less like a magazine per se, and more like a Special Interest Publication.  Those are very profitable and not subject to things like advertisers and subscribers.  You don’t have to print as many, they don’t go to the newsstand – they have great margins.  But its a red herring.  People arguing about whether this particular issue is the ‘return’ of Gourmet are not aware of what is really going on.  It took well over a year for the successful Wired iPad app to finally come out, and even then it was neutered by the Apple/Abobe scuffle, since all the content was designed in Creative Suite but forced to use a clumsy workaround in order to function on the iPad.  Safe to say the new Gourmet app, when it finally is released, will not have the same problem.

It is a lot to think about – but the main point is that we haven’t really seen what is cooking in Conde’s test kitchen.  But judging by the new media chefs, by the pedigree of the the Gourmet brand, and by the collective vision of what a magazine will be 10 years from now, it smells really damn good.  My mouth is already watering.

This Saturday  at Proper Fools Studio –  55 Chrystie Street between Canal and Hester.

2 PM.

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See you there!