Photographers have been reaching out to art directors for as long as photography has been used in ads. And they all do it the same way, mailing out postcards with samples of their work, with many of those promos ending up in the bin. Photographer Aric Guite´ worked with Havas to develop a direct media campaign, called “#CollabWithAric,” that helped the artist stand out. First, the team scoured Instagram profiles belonging to Canadian art directors. Then, they picked one image from each of the profiles and had Aric create his own photo in a funny or thought-provoking way. Each image complemented the art director’s original post, and subtly showed his sense of humour and ability to collaborate. The direct mail promos illustrated his skills, and had a response rate of 5%. What’s more, 65% of the art directors targeted in the campaign responded to Aric online, while 20% of them worked with him on other projects.