A new emerging designer needs campaign imagery to launch their new label to the industry and general public. The client needs a group of creatives to research and develop an original concept, and then to produce the preliminary images for them to consider and provide feedback as to whether they would take the project further to commission stage.
The aim is to extend the range of practical skills and critical understanding of photographic practices, develop group working skills, professional research, develop practical studio and location based skills for the production of professional level imagery and to develop organizational skills as part of a group.
Through seminar research we learn that Cowans garments are inspired by the looks of documentary photography and traditional print. Such as Martin Parr, Richard Billingham and Nan Goldin. This gives it a family connection such as looking through a family album and this is really intimate for a fashion label or house, in the industry this is a regular occurrence, for example Yves Saint Laurent for his emotional and physical struggles but still coming up on top.
I’m currently ill therefore I hadn’t attended the briefing, but luckily I got in contact with a classmate about my grouping. Therefore, I got put with Gabrielle, Jodie, Jeska & Bethany. They initially added me to their group chat and nothing was said for the first few days even after me asking questions and requesting a group meet up.
after looking at all of their pins after their meetup that I couldn’t attend because of illness (I had the flu for a solid week), I noticed that they where going for the very obvious approach… Much like everyone else and going for what was exactly what was in front of them so I started pinning.
After looking at the following garments from fashion designer Lucy Cowan my immediate thoughts where playful, sluggish chic and full of nostalgia. I really like how this could be portrayed into an advertisement for people to understand the clothing label and what Cowan has to offer.
I then began my research, as my initial thoughts as a lover of fine art and having most my inspiration come from art I looked at the textures and the overall feel of a painting.
From the images above I can see a recurring theme running throughout the pieces, they all match a similar colour palette of red, green, blue, yellow, purple, pink and black. Much like the garments, this is something definitely to think about for future idea planning. Works of art are a much better source of information than just looking at photography in my opinion, as you get a real feel of the texture, colours and the mood. I feel like that I could carry over certain elements from these images with the group, from something as small as a fine line in a painting or stitch pattern to the whole colour palette.
I then started looking at photography that worked within the theme I started to gradually work on in relation to the garments rather than the way we where going to take the photos.
As you can see above, I’ve linked the garments and the paintings from the same colour palette to link up in a way that reflects the ideal initial research I am thinking of. As I am used to sketchbook work, I’m finding this quite difficult to annotate my true feelings for each singular piece but I hope I’m getting my point across clear enough. In these images I was focusing on the elements of colour, high end fashion photography and print, rather than anything to do with my inital thoughts.
As time went on, I found an image by Tim Walker and thought of a brilliant idea that is quite obvious when you think about it but not too obvious to overpower child like styled imagery.
This image was used in Vogue Italia for an editorial on street wear, next to this image is an image I found that was similar through graffiti that I thought would be a massive inspiration towards images like this, especially with the business-esque feel to the overall look like in the graffiti image.
This demonstrates the ability to use obscure materials to your advantage rather than avoiding them. Like all Tim Walker styled images oversized objects are not new to him, therefore as I have pitched this idea to the group in the group chat we are going to put this idea forward Tim Walker will be the main inspiration, now that the initial idea is carried forward we can then carry on additional research and ideas that can go towards this.
Continuing from my point before, I then started looking at past photos shoots, editorials and advertisments that have used larger objects and props in with their images. I really love how these are all shot, as I personally prefer digital from traditional print and I love the brighter lighting as it portrays the childlike look quite well.
Moving on from the idea of larger props I then started looking at high end imagery that uses movement, as everyone in the industry knows, movement plays a HUGE part in the commercial world for advertisements as its the most aesthetically pleasing view for the consumer to view in a spread, online or in outdoor promotion.
I feel that my role in this shoot is more creative direction rather than taking the images myself… I think this is because of my fashion background and it allowing me to have full control of poses, colours and themes throughout whereas the other members of my group will be applying the technical side of things, therefore if you do not see much of this on here this has been clarified with most of my group not only through word of mouth but in the seminar with you yourself.
Now that our initial ideas where clear, we then agreed to meet up in ME244 to get access to the macs all together to get a clear view and communicate in a professional manner. I found this quite difficult as my group where really rude to me and therefore I couldn’t contribute as much as I would have liked, but eventually as time went on I had enough of sitting in the back therefore I decided I would do the mood boards there and then as the ones they where producing completely clashed with the overall theme and as creative director this really hurt my creative feelings (ha)
These are the final mood boards, created and sourced from myself and the name was called Infanzia also decided by me as this means ”To be childlike” in Italian, rather than using an un-original name like ‘Nostalgia’ or ‘Childlike’ in plain traditional language. The first board is a makeup board for the MUA we will be getting in the next few days, as I know from past shoots this is one of the most important pages to create for visual resource for when in the shoot and for preparation beforehand for materials etc. The second board is a collaboration of all of the things mentioned before included ready for further development before we move on to sourcing a makeup artist etc.
I wish I could include how fun and how we worked well as a team for this stage of the project, but I went a whole 2 weeks with no clue as to what was happening because of 0 communcation from the rest of my group, therefore I did my own research and looked at lighting diagrams and watched several videos on styling etc. This is from my group blanking everything I was saying therefore I have nothing but I was looking at to add here, whereas they have the giant crayons etc to show and demonstrate.
Following lighting from Pinterest and YouTube, could be useful for when in the shoot but I think the others and me will want to experiment in the studio.
The following are fashion clothing campaigns from 2005 to 2015, these demonstrate movement and elements of the colour palette in relation to the garments and the initial idea. I feel like this is really important in my research as branding is such a huge part of my life within photography and I really love how this can be seen my viewers to make people buy their product through guerrilla advertising, outdoor promotion and above/below the line promotional methods.
This is originally the look we where going for, to go with our overall theme and colour palette we didn’t want to go too over the top with the hair therefore we decided a very light short bob or skin head. Wigs are too un-realistic unless we bought expensive human hair ones but we thought models with the hair would solve a lot of hassle.
We originally had 2 skin head girls waiting for the shoot on the 23rd Oct, but as they cancelled last minute it was a mega rush to find another model, therefore Gabrielle found an alternative model with dreadlocks, as this is something none of us expected we sort of had to wing it in the next few days before the shoot.
We then sourced a makeup artist Chloe Gorton, she is industry standard therefore it will be professional practice as well as a diverse approach to a student out look, even though these images won’t be final, they will definitely play a huge role in guiding a client in the right direction in the fashion world.
Before the shoot on Friday we have arranged to have a meet up to organize who is doing what and where everything will be going in ME244, this is definitely something that I really like as I’ve had 0 communication so far so this is a heads up.
After meeting up we have agreed that I will be directing poses and influences throughout the studio to direct the model, we also agreed that we will be using me as a model as we can’t get a second in time to demonstrate the second garment. This is fine with me, as I feel like I will be a part of the overall images a lot more.
It’s the day of the shoot!! –
Throughout this day I will be making sure everything goes to plan, that the MUA is comfortable and knows exactly what makeup look we’re after and that the lighting is just right for the overall effect.
I couldn’t get a hold of the originals with lack of communication therefore I am only able to upload the edits we did after the shoot, I didn’t take any of the images home with me. These images are edited by me but not taken by me as they wouldn’t let me take any the entire day even after me asking and they didn’t choose any of mine for further development in preparation for the presentation.
Presentation – This was something that was well prepped for from meeting up beforehand and then continuing with planning and rehearsing and choosing what goes on what slide etc. Then after lecture we went over exactly what was going to be said, this was then moved on to the seminar and we presented. Unfortunately I had a serious cough (and still have it! after 1 whole month) so getting videod was difficult and I had to leave the room from time to time during so I didn’t interupt but as it got to my turn I said what I needed to say, I mentioned the makeup board and the behind the scenes video footage of the shoot and how I felt it went before we moved onto the final images.
Evaluation – Overall I loved the final images, I just wish I was more involved and I wish I was involved in group activities a lot more… Hopefully in the next group task I get given this won’t happen and I will be able to collaborate correctly and know exactly where I am in a project instead of sitting around aimlessly waiting for a reply.