What is
stylized photography? This is a shot with a thoughtful idea and concept. Such
surveys are mainly needed for commerce. From clothing stores to catering
services.
Types of stylized filming
A catalog is
a survey for an online store, what will be in the online catalog.
Differences:
neutral
background, layout or shooting on a model with a neutral appearance that does
not attract attention. There is no creativity, there is information: what
clothes, how she sits, size, color, etc.
A lookbook
is a book of images, the most important and key examples of a collection. The
lookbook shows that with what to wear and combine, the development of the image
as a whole. It reflects the brand’s philosophy and vision of how things of this
brand should be worn and how they should look on the model. In a lookbook, it’s
already important to choose a model that is as similar as possible to the
brand’s target audience. If these are business suits - a model with a
strong-willed face; wedding dresses - a model with a delicate and romantic
appearance.
Campaign is
the brand’s advertising company. Those photos that will be printed on
billboards, magazine pages, etc. The main goal of the campaign is to attract
attention and sell. Campaign must convey the atmosphere and idea of the brand
so that even those people who are not familiar with the brand can understand
how they will feel and what they will get when they put on the clothes of this
brand.
The campaign
displays the history, lifestyle of the target audience, the myth of the brand.
Stages of preparation for stylized shooting
·
Idea. We determine what we or
the customer wants to do: goal, idea.
·
Mudboard. We create a
mudboard.
·
Command. We recruit a team.
·
Counting budget and time.
Each team member considers how much time and money it will take for his part of
the work.
·
TK. Clearly form TK.
·
Training. Preparation for
shooting according to the ToR.
·
Shooting. And only after
all this - shooting!
Idea. How to define a visual idea for shooting?
We ask
leading questions to the client. Who is the consumer of the product? What mood
do we want to create? How did the idea of creation come about? What feelings
or emotions do we want from people who see the photo? And other leading
questions.
After
leading questions, we begin to propose ideas on how we see the shooting and how
we can create it.
* If the
team does not have an art director and we need to take on his role
Mudboard.
Once you have identified the idea of shooting, you need to create a mudboard.
A mudboard
is a collage of pictures that visually reflect the idea and concept of
shooting. Visual examples of the atmosphere we want to convey should be shown
in the mudboard:
in style of
clothes, accessories and details
·
locations, compositions, dynamics, color combinations
·
in processing, lighting examples
·
type of model and her poses
·
in hairstyle and makeup
·
in general impressions and mood
All this is
very important. The team must understand what feelings you want to convey and
what is required of them.
What
pictures can be in the mudboard: models, frames from films, other people's
photography, etc.
Command
Photographer:
one of the
main members of the team. This is understandable.
Model:
it is very
important to choose the right model. A type that 100% falls into the image.
Stylist:
engaged in
the selection of clothes and other things, because the photographer is very
difficult to answer for everything on the set.
Assistant photographer:
if the
client allows the budget.
Make-up artist and hair stylist:
should do
the planned hairstyle and makeup.
Producer:
solves all
issues. Timing, taxi, food, etc. He is responsible for controlling time and
resources.
Art Director:
comes up
with a concept, an idea, monitors its implementation.
Retoucher:
if the
budget allows.
The team is
selected by portfolio. We need to take people who have already worked in the
right style of shooting. Otherwise, there is a big risk of failure. It is
advisable to assemble a team of 70-80% pros, but if the client’s budget does
not allow such a luxury, then at least 1-2 team members should be those who are
engaged in their work at a professional level.
Counting budget and time
After the
team is formed, each participant in the shooting should calculate how much time
and money will be needed for his part of the work.
TK. And now
the preparation time and the creation of TK
All
information and the technical part should be displayed in the TOR. It is
necessary to register all the details: what are the shots for (billboards,
social networks, etc.), what are the deadlines, what kind of shots are needed
and how much, how many bulbs are needed, what budget is needed for the room,
makeup, clothes, etc. TK, ideally, should be done at least two weeks before
shooting, so that there is time for preparation.
Key Mistakes
·
Savings on the team.
·
Lack of professional teamwork.
·
Overloading one specialist with too much work / tasks.
·
Haste = loss of time.
·
Work without a mudboard and T3.
·
Incorrect calculation of time and budget.
Training
Each of the
team members prepares a part: search for premises, equipment rental, purchase /
rental of clothing, etc.
Shooting
The shooting
time is completely different, it all depends on the size of the project.
For stylized
shooting, good preparation is very important - this is 80% of the result, but
still - be prepared for force majeure. As practice shows, even excellent
preparation of the team does not exclude unforeseen situations. They can happen
to everyone.
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