Create five beautiful, poetic live action films which will serve as the backdrop for a new season catwalk show. The films should evoke the spirit of each of the five the collections, have a loose narrative flow and cohesive feel.
We will capture a sense of life, dynamism and humanity by using people in their environments but without featuring recognisable faces. Using macro photography these films will have a sense of drama through the juxtaposition of intricate details and the large scale of the presentation image. We would see soft focus movements in the background with hands, objects or bodies moving through the frame and the focus. This way we will create moving and overlapping abstracts from the details, tones and textures of each scenario.
Each of the vignettes will follow a loose narrative arc that picks out key atmospheric moments, colours, objects and forms on a journey that epitomises the range and look stunning. The shots within each vignette will be long, slow and considered allowing the images, colours, tone, mood and atmosphere to work for the audience complimenting the light, sound and staged layers of the live production.
Creative Approach Technical
By using hand-held, tracking-shots and obscure angles as well as shooting in close ups, extreme close ups and almost abstract macro we will create a strong feeling of understanding, intimacy and affinity for the audience with the mood and tone of each range.
Another layer of texture we will add in the shoot is using rare uncoated vintage lenses. These lenses have a strong analog look that includes interesting visual artifacts like lense flares and atmospheric aberrations but keep luscious, warm skin tones, smooth contrast and combine beautiful blend of sharpness and softness.
The editing style will follow the considered and measured approach and use composed dissolves that marry shot into shot in a dream like fashion that makes use of the super wide screen.
No small task.
I was really excited to be working with FW and TBA again for this prestigious brand. I think these pictures show the creative fun we had making films that would evoke the mood, tone and feeling of each footwear collection.
Here are some photos that document the job
Trick of the trade: I find the inside of a cheap duvet has a really convincing look of fresh snow when used in the background. (Kat was not convinced)
Final presentation with motorbike for scale.