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Full Moon for Blue Moon

Last night’s launch party for Blue Moon’s label art was a huge success! I’d like to give a huge thanks to Trinity Brand Group, the great people at Olson PR, Blue Moon and of course the fantastic artists that were able to make it and see their great work…Below are some photos of the event. (Full moon above the NYC Skyline not pictured)






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Rising Moons


In celebration of Blue Moon Brewing Company’s 20th anniversary, MillerCoors, who owns Blue Moon wanted to do something unique. Trinity Brand Group came up with an idea of a contest that would showcase artists as diverse as Blue Moon’s collection of brews. In order to do so, they required the assistance of ‘The Curator of Creativity’ herself – our very own Freda Scott. It took a lot of sifting through artists to find a group that would represent a diverse culture of beer drinkers across 20 different cities.

As a brand rooted in the art community, Blue Moon wanted to spotlight the work of rising artists with an opportunity that only comes around once in a blue moon. The contest called for artists to create their interpretations of a rising moon scene in hopes of winning a $20,000 grant.

To find 150 artists, Freda called galleries, searched online for artist organizations, called museum curators, talked to art school professors and reached out to many of her contacts in the design and ad agency communities. Finding the artists was only half the battle. Finding the right ones that aligned with Blue Moon’s mantra of ‘follow your passion’ was the next step. Freda interviewed the artists, developed short biographies for each, selected appropriate examples of their work and then submitted a coherent presentation summarizing all the artists to Trinity Brand Group.

Thanks to Freda’s relentless efforts, Trinity and MillerCoors were able to narrow the talented field to 20. The label art from each of these 20 artists appears on Blue Moon Belgian White bottles nationwide starting July first. On that night, Freda will be the PR spokeswoman at an art gallery launch party in New York City – under a full moon.

Throughout July and August fans will have the chance to support their favorite label by visiting Blue Moon Brewing Company on Facebook. You can view the label art of all twenty artists above.

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Food + People

Every once in a while, an artist or photographer is daring enough to pair things that are seemingly unrelated to create something profoundly special. In this case, the photographer is Shannon McIntyre and her special creation is “Food + People”, a riveting portfolio pairing lifestyle photography with their edible counterparts.

Shannon was always infatuated with portraiture so making the jump to lifestyle, her second love, was an easy adjustment. As Shannon worked with lifestyle photography, she circled the wagons to her most recent passion, food photography. Since she gardens and cooks, the appreciation for the textures, color and shapes of food was already present. It wasn’t until she reflected on her past that the idea for Food + People gained momentum.

Shannon’s Italian family heritage was a major influence in her attempts to capture the celebration in every day life–when people and food come together. The end results were a colorful, creative medly of photos full of life, laughter and excitement. Believe it or not, most of the images already existed before Shannon paired them. Only one image in the portfolio was shot to match with another. We’ll leave you to guess which one that is.

We asked Shannon what she hopes people takeaway from the Food + People portfolio, to which she simply replied, “Inspiration…Inspiration to eat, to cook, to entertain, and to celebrate”.

Here are a few of our favorites, but you can view the full Food + People portfolio here.



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Focal Points: Freda Scott





Marshall Gordon SKYY Vodka





As the proclaimed “Curator of Creativity”, Freda Scott has assembled a multifaceted powerhouse of talent featuring award winning photographers, illustrators, artists and copywriters. Throughout her career, Freda has emphasized the consistent supply and delivery of real, genuine artists who exceed expectations while adhering to budgets and deadlines. With such an accomplished and consistent roster of talent, Freda Scott remains one of the irreplaceable artist reps in an increasingly digital era of do-it-yourselfers.


Q1. In today’s click-of-a-button access-to-anything society, desribe how an artist representative bridges the gap between clients and talent.

A. While the click-of-a-button exposes clients to the right styles of artists, there is nothing that can replace talking about the client’s needs and establishing a relationship. Most people have too much to do & in a pinch they will search for ideas or connections. But hiring talent is taking a risk that the contractor will accomplish & exceed expectations. Reps give the buyer information about how talent works & confidence that their project will be professionally executed.

Q2. How has the vision of Freda Scott Creative evolved since it’s launch?

A. Because my interest in this business has grown, I’ve come to understand how important it is to create long lasting relationships. And to continually present styles that are changing and growing. Nothing about this business is static. Styles change & I like to be one step ahead of the curve.

Q3. What makes Freda Scott Creative unique compared to other Artist Representatives?

A. The styles & variety of talent is most apparent. I think they feel I take responsibility and truly care about producing a professional project & make it fun.

Q4. What are some of the responsibilities or duties you fill in your day-to-day interactions amongst talent and client?

A. Lots of talk about budgets. It’s like an Arab bazaar! And I ask everyone what’s new in their world, what they like, how they like to be updated. So much talk about email, social media & how can buyers put their fingers on new looks.

Q5. How do you go about curating your artists? Do you look for something in particular or is it more of a trait or skill that the artist displays?

I get at least 10 artists contacting me everyday with links or samples to their work. It’s rare that I will reply without a referral from someone I trust. Most of my artists were known by creative directors that enjoyed working with them. I have to like them personally, I have to feel they have something to say that is compelling & different & they need to convince me that they have the stamina to continually renew their look. It’s something like finding a good mate-you have a list of what you want & check off their qualities that you know will make you happy. I always ask their clients lots of questions as well.

Q6. How has the present demand and necessity for an Artist Rep changed since years past?

A. Clients sometimes say they found a cheaper alternative to my artists because of the internet making so many artists more accessible. They usually add that their experiences weren’t very professional or the budgets weren’t respected. The landscape of a rep’s business changed dramatically after 2008. Many of us went out of business because there was less money spent on commissioned art. This cornered artists into dropping their fees & many reps weren’t nimble enough to reinvent their businesses. Many design firms & ad agencies stopped doing print. We survived because we addressed the newer digital marketing world.

Q7. What are the benefits of working with an artist representative such as yourself in comparison to working directly with an artist?

A. Reliability & having a colleague to discuss the many ways a project could look or be produced. A rep should have the experience to interpret the creative direction & guide the designer towards one or two best alternatives to accomplish the project. Sometimes a designer will tell me who they really want to work with but can’t for certain reasons, so I will present the closest styles of artists to the vision of that project.

Q8. If you were to compare artist representation to anything in the world, what would that be?

A. 1/2 animal trainer, 1/2 mom.

Q9. What is the most rewarding benefit that comes with being an artist representative?

A. Establishing a community of creative directors and match-making them with artists. And of course, choosing my own family of artists to talk with everyday.

Q10. Last but not least, what kind of results can potential clients expect when working with Freda Scott Creative?

A. Clients can expect to work with real, honest people – not divas. They can expect artists that enjoy stretching who are great thinkers & communicators. Above all, clients can expect that all deadlines will be met while staying on the agreed upon budget.

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Fantastic Four

Photographer Brian Smale wrapped production on another feature story for Microsoft, this time featuring four of their top designers responsible for redefining the the user experience. Brian’s initial plan involved shooting all four of the designers together, but scheduling conflicts forced Brian to come up with something else with stunning results.

After trying for months to shoot designers Kat Holmes, Jonah Sterling, Yeong Kyu Yoo and Ralf Groene in one location, Brian thought of a clever way to get his desired results. He contacted carpenter Judson Sullivan to create a box-like shipping crate with slight variations on the interior walls and lids, he then shot each designer individually inside the box while changing it’s orientation to make it appear like a different box for each designer. To get the desired results, Brian had to recreate the 4 box set-up every time he shot a different designer so the final edits would look authentic and balanced.

Brian threw a cherry on top of the production by creating spray painted stencils of the quartet on steel plates. When the production wrapped, Brian delivered a series of remarkable photos full of personality and creativity that were featured in an article on the Microsoft website. Check out the featured photos from the shoot below!









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Art With A Bark

Pet Photographer Mark Rogers is well known for his numerous works of art. However, Mark is making his name known with words thanks to his feature article with Bay Woof Magazine. Voted the #1 dog photographer in 2015 by Bay Woof, Mark discusses his use of photography as a creative outlet, as well as a subtle mistake that shaped the way he goes about shooting pets to this day.

Mark’s piece is online now on the Bay Woof site and can be read in it’s entirety here.

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A Day In The Life

When you’re a professional photographer, each day is a spontaneous cycle of crunch time productions and imminent deadlines, but somewhere in the mix the demand is met and another client is immensely satisfied. Photographer Shannon McIntyre is all too familiar with this notion, just ask about her latest shoot with grocery giant Safeway.

Safeway was in need of food and lifestyle photos for the Open Nature brand capturing blissful outdoor moments, and they needed them post haste. With no time to spare, Shannon acted immediately and began searching for locations. Safeway wanted sunny pictures on a deck with nature in the background and on a choice Californian afternoon, Shannon delivered just that. Check out the final images posted below:



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Power For Health

Illustrator Randy South recently created these captivating images illustrating the integration of Solar products into the health care industry and he used some very interesting mediums. The detail and texture of the eyeball, heart, and lung illustrations are a testament to Randy’s skill and expertise. Check out the enlarged pieces below!




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Blind & Adventurous

In an extended collaboration with Microsoft, Photographer Brian Smale has been introduced to all sorts of people, projects and developments within the Microsoft family. One of the most intriguing projects Brian recently shot for gives visually impaired people a sense of freedom and independence that was previously unavailable.

Microsoft is working with a UK based company called Guide Dogs to develop a 3D soundscape technology, a revolutionary piece of tech that will allow the visually impaired to explore and navigate cities in a way they have never seen, or heard for that matter. Here are some of the shots Brian captured while on set as well as an informational video about how this life-changing technology will change millions of lives.




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Dirt Ball

Written By: Mark Rogers

As a professional pet photographer I’m pretty used to working with subjects that don’t act as expected and rarely do what you ask them to do. For some this would be frustrating. For me it’s really what makes this job great: you never know exactly what you’re going to get. Sometimes, however, things can tilt a bit more to the unmanageable: like the shoot I had with a cute little kitten last week.

Grappa is an adorable 9-month old Calico who moved in with my longtime client and all-time favorite subject: Guido the Italian Kitty. Grappa and Guido’s mom bid on a photo session with me at a recent San Francisco fundraiser so this was going to be young Grappa’s first professional photo shoot. I was forewarned she was a bit of a pistol and in 6 short months had already trashed a 32-inch flatscreen tv, shredded a pricey set of drapes and caused general mayhem on a daily basis. No problem, I thought. I can handle this.

The shoot started out normally. Grappa was initially a little nervous and wary of the camera but that often happens with cats and we were slowly getting comfortable with each other. I got some fun shots of her in the powder room, then with her mom holding her. Great, she’s loosening up, I thought. So I switched to different lens to get in a bit closer. That’s when things went bad.

I looked up and Grappa wasn’t where she’d been over near the fireplace. Now all I could see was a tiny Calico tail hanging down inside the chimney like Santa Claus’ boot on Christmas morning. Grappa was heading up the flue! Her mom was there in a flash and quickly extracted a now-extremely sooty kitten who promptly squirmed free and beelined it to the powder room leaving a black-paw print trail behind her and on all of us. We were all completely trashed.

Now that a once tricolor black, white and orange cat was now one color, black, we called it a day and sealed off the fireplace to prevent future expeditions. Don’t believe it? I have photographic evidence below.