ATO Records called a month before SXSW and said Brit rock stars Gomez would be in town and they needed promo shots for the launch of their record, A New Tide. We pitched them on two locations – they liked both. Marty shot them at The Center for Maximum Potential Building Systems and The Agave for a half day. Everything was photographed using available light. The simple images were inspired by the rock and roll photography of Elliott Landy – particularly his images of The Band. It’s an attempt at an honest documentary approach in a era where so much imagery is over-lit and over-styled.
