MAGAZINE COVERS

From Art Director to Image Maker

Over a long career in magazine publishing, I conceived and art directed countless covers for national consumer and specialty titles (for a broader view, visit Heroun.com). Covers are the most scrutinized real estate in publishing — strategic, commercial, and editorial statements distilled into a single image. While I regularly commissioned accomplished photographers across disciplines, there were occasions when the concept in my mind required direct execution. Though it was considered unorthodox for a creative director to photograph his own cover, I did so without hesitation — and with purpose.

The decision was neither impulsive nor ego-driven. For years, I had envisioned transitioning into professional portrait photography. Having commissioned leading photographers which I directed and observed closely on set, I absorbed the mechanics of lighting, pacing, composition, and subject psychology. Assigning myself the cover was a disciplined extension of that apprenticeship. If I was to move behind the camera, it would be at the highest level of consequence.

Those covers became proving grounds — where editorial judgment met technical execution. Failure was not an option; the image had to sell, communicate, and meet the challenge if I was to continue to exploit the opportunity.

A career built on preparation created the opening. I took it. As I’ve long maintained, luck is never bestowed. It favors readiness — and the resolve to act when the moment presents itself. — J. Heroun