Print Mailer: Secede From The Ordinary

by Peter Clark

We took up arms this month with our American Civil War-themed promos, printed by our friends over at Modern Postcard; the promos went out to 2,963 creatives in the industry. Washington DC-based photographer Robb Scharetg supplied us with the compelling work, which he shot while on editorial assignment. He was also kind enough to fill us in on the story behind the photo.

Virginia Living—who focus on all things having to do with Virginia—commissioned the shoot. The story was shot on the 146th Anniversary of the Battle of New Market (1864). It’s the oldest and longest running Civil War re-enactment in the US. It’s been repeated every year since the original battle, even as the war was winding down! The weekend was hot and muggy, as central Virginia often is that time of year. Watching the participants rehearse and drill, dressed in period authentic (down to the socks and underwear) clothing, mostly wool, gave me a real appreciation for the hardships both sides endured.

Having arranged media credentials ahead of time, I was able to roam all along the periphery of the battleground, as well as through the opposing camps during all hours. Only participants and specific media have that ability, the camps’ “open hours” are otherwise restricted to about five hours per day. I shot both digitally and on 4×5 film. All the portraits were done on 4×5 and I also shot a few of the battle scenes, including a cannon being fired, with an old Graflex (1902) camera that I love to use. It gives images a different look. The amazing thing to me was just how far the participants took the authenticity. There are vendors, called Sutlers, who sell clothing, tents, furniture, guns, and all the other things that a soldier of that period would need. And they carry this all in. Once they’ve set up their camps, all vehicles are taken a mile or so away, to be out of sight, and the troops live as they did 150 years ago. Well, not totally, they do have running water set up and more modern latrines–outhouses. Other than that, it’s the same. Same food stuffs—hardtack, venison and unleavened bread, little to no fruit, and period sweets. No pop or alcohol either–well, there was whisky.

The magazine received rave reviews and the issue was totally sold out. It was an amazing assignment, and since doing it I’ve gone back. I’ve also photographed the re-enactment of the battle that started the whole Civil War–the Battle of Bull Run (1st Manassas). It was 108′ on that day. Really makes one realize that war truly is hell.

If you’re ready to take your marketing to the next level with print or email promos, reach out!