Malm/Copenhagen-based photographer Jens Lennartsson knew he had to do something spectacular to stand out as a travel and lifestyle photographer, so he opted to create 400 action figures of himself as self-promotional mailers. His little GI Jens figurines were sure to catch people's attention and stick out in the minds of prospective clients. The clever marketing project sought to separate Lennartsson from the countless others in his field of work who focused on sending out flat, unoriginal portfolios.
The innovative photographer says, “Many photographers spend a lot of cash to design the perfect portfolio, print it and send to the people they want to work for. Just to have it disappear among hundreds of similar mailings. If you've ever been in touch with an art director, art buyer or owner of an ad agency, you'll know that they have a zillion things to do and as many people to meet. Unless you make an epic impression, you'll be forgotten. I needed more than a paper folder to stand out.”