October 5, 2012
ABC Carpet & Home reached out to Jason Madara to shoot the advertorial for their Color Reform Spectrum line of artistic over-dyed rugs. Jason traveled from his home in San Francisco to upstate New York to a house selected by ABC. The house is occasionally used for fashion and editorial shoots and maintains an old, slightly dilapidated look. The paint is peeling off the pastel colored walls and large cracks running down the sides serve as testament to its age and resilience. The house, like ABC’s rugs, has character; character captured successfully by Jason because of his attention to detail.
Jason completed the shoot in two days, doing four shots per day. For each shot, Jason utilized the colors in the house to complement the rugs. Hues of green and yellow were paired with a bold red rug, an intense and exotic combination. Color interplay was used throughout and Jason manipulated light to create a particular mood that can be seen through the series.
Though the shoot itself was completed in only two days, Jason, photo retoucher Rebecca Bausher and ABC’s Art Director Angela Gruszka worked for the next four months to make the images perfect. The retouching involved fine tuning the detail of color and making sure the lighting was just right. The end result is eight beautifully artistic images, two of which appeared in the New York Times’ Sunday Style Magazine last month.