Telling a “not normal” story required an out of the box idea, and in this case it was provided by one of my genius friends who pre-read the article, (I want to give credit where credit is due). His idea was to spend some money on a photoshoot, dress Mr. Kennickell in waders and have him stand in a swamp like an explorer.
Fortunately Al is a great guy with a genuine sense of humor and he played along with the idea. Once the photography was in, we rustled up a stock picture of a gator and cloned the gator into the water behind Al. That, some binoculars, a walking stick, and voila!
The extra expense was well worth it. The cover and opening spread splashed with attention-grabbing impact at the next industry trade show. Had we only been able to work with pictures of Al’s plant and some of his work displayed it would have been an “industry standard” story, but in terms of design, this is much more satisfying and it sells the story.