For this out of the world campaign (pun intended), we eschewed the usual “earthy” themes of beaches and forests. Instead, the creatives drew inspiration from an unexpected color palette and set design that reflects a fusion of nature and technology. The set design, a blend of sand, water, acrylics, and faux plants, designed to evoke an unreal environment where nature and future seamlessly converge. Central to this ambitious project was the largest screen backdrop ever used in the studio. Even though we did not have any video requirements, having a large set eased the workflow for both models and the photographer. Creating this otherworldly setting was a feat of innovation and artistry. Several and several hours of discussions over multiple meetings, emails and phone calls, resulted into the present creative. On shoot day, our crew of 24 dedicated professionals worked tirelessly to construct two parallel sets: one for dynamic still life compositions and another for our live models. I did constantly move in between the two sets to make sure the overall look is cohesive and everyone is aligned.
When it comes to certain campaigns, the bigger the better- a big creative brief, a big cast therefore a big production. We had two parallel sets one for photos and other for video, this required a very detailed planning on all moving parts between creative direction, model switches, numerous props, different styling for each set and loads of good energy to truly justify the theme.
In order to further create depth into the story line, we swapped the panels with acrylic structures in the afternoon, sand was covered with a translucent sheet to mimic water. Ofcourse the styling and makeup were freshened up to compliment the transition into the second set. Producing this innovative campaign was an interesting challenge. Despite the advent of AI, there are still so many elements that cannot be created virtually. When you have a strong creative vision, AI doesn’t fully allow (yet) to control many paremeters. From measuring the studio walls, to trying different materials for fake flora, and fine tuning the color palette, it was a very thoughtful project. Though, I’m excited to see how things will change in the upcoming years and we will be able to produce even bigger and elaborate ideas.
Client: Bloomingdales ME Production: Sky Khaira Creative: Teresa Karpinska Photographer: Vladimir Marti Set Designer: Lauren Haslam Stylist: Gonca Akkel Junior Stylist: Swabrah Wamala Hair and Makeup: Sophie Leach Photographer assistant: Shamim Zyed Videographer assistant: Alireza Talent: David, MMG Models and Natasha, Fashion league Shot in Dubai, Feb 2023