Photographer Cade Martin Adds a Touch of Southern Gothic to Shaw Flooring

By Barbara Goldman

The only thing you can expect from Cade Martin’s photography is the unexpected.  He is known for his whimsical and award-winning work for clients as varied as Starbucks, AARP,  NPR,  IBM, Tommy Hilfiger, Discovery Channel,  Cadillac, Coors Brewing, US Airways,  US Army, Verizon, Design Army for the One Show and so many other prestigious institutions, associations and publications.

The imaginative photographer once again has channeled his magical thinking in his latest work for Shaw Flooring. Shaw was looking to refresh its brand image and wanted to move away from the traditional interior shots of its previous carpeting campaigns. The client was drawn to the recent Starbucks campaign Martin did and its fanciful style for the branding of their Tazo Tea line products. Shaw Flooring working with agency Three Atlanta came to Martin seeking a similar fantastical treatment for their flooring.

Martin went on location to shoot at Barnsley Gardens, a striking Gothic-style castle one hour north of Atlanta. Barnsley Gardens furnished the ideal setting and storybook look for the concept. The estate was built by Godfrey Barnsley for the love of his life, his wife Julia. Today it offers the pleasures of gracious Southern style with lush gardens and beautiful old buildings and architecture in a bit of disrepair but still exuding great charm and other worldliness.

It was that Gothic contrast that carried through to the Shaw Flooring piece. Martin replaced manicured lawns with plush carpeting, cracked stone with beautiful hardwood floors and aged cement with stunning rugs.  The venue added an otherworldly dimension to the campaign that brought impact and the unexpected with a touch of grace, great fashion and a romantic style.
“We wanted to rethink how you look at floors. We wanted to create a mood, create an atmosphere. It’s the twist—seeing the flooring where you don’t expect to—that makes you look again.” says Martin.

See more of Cade Martin's award-winning work at his site,


Client: Shaw Flooring
Agency: Three Atlanta
ACD/SAD: Jeremy Estroff
Creative Director: Brad Ramsey


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