Tuesday, 13 September 2022

Editorial fashion narrative concept for AW 23 - 'Calling Home' for Harpers Bazaar Spain - for Mild Winters

Art Direction - Narrative shot sequence Planning 


Created on my CSM Art direction for fashion onsite course at Granary Square London 

© Celeste Dipti & Samiul Alam

Art Direction - Celeste Dipti & Samiul Alam

Creative Direction - Schelay McCarter

Thursday, 26 May 2022

Fashion Narrative media Solution for AW 22/23 - Daniel Emilsson - for Dazed magazine or Jil Sander

©Daniel Emillson

Art direction - Daniel Emilsson
Creative Direction - Schelay McCarter

The project that I have showcased this month is by one of my Art Direction for Fashion online students-  Swedish Art Director Daniel Emilsson.
Daniel comes highly recommended by me. His instinctive awareness of the potential of the still and moving image for conveying mood and emotion to sell a dream became clear by week 3 of my 6 week course. Daniel took on board this guidance, and developed a sophisticated and beautiful aesthetic vision to sell Autumn Winter trends for Dazed magazine. 
Totally understanding my message that it is the alchemy of the mood and feeling we can evoke as image makers that will inspire spend and customer loyalty, The electrochemical impulse that triggers us to dive in, relishing visual escapism, looking for the fix of beauty.
We subconsciously self brand - style our lives to reflect our aspirations and dreams, goals and passions, 'our world' - the goal of image makers and brand retailers is to capture the aspirational yearnings of a world we want - so powerful that consumers go back for more,
investing both emotionally as well as financially.
But as Tom Ford so wisely said you can use the best team of creatives in the world to create great images - if the apple is not good - after one bite the consumer will not take another if the taste is sour! 
Quality, design and customer service have to be aligned. Daniel currently works for Miinto as Senior Art Director. 

'Self branding' means how we want to present ourselves to the world - we were denied this during the sweat pant era of Covid isolation screen front communication - 

Daniels Fashion narrative idea would be perfectly applied for Jil Sander - I love the use of the primal elements such as fire and water he has employed to evoke the mood and primeval atmosphere in his idea of Freedom and liberation. A videographer would be able to capture the mood during the 2 day shoot on Bornholm island in Denmark. 


Fashiontent Featured Art Director Daniel Emilsson

A Swedish Sr. Art Director working in Copenhagen at Miinto. 
A background in design and communication with a bachelors in "design and communication" from Link√∂pings University experienced in graphic design, photography and art direction. 
With a background in tech companies and startups Daniel's passion for fashion is being fulfilled at Miinto at the moment.
Outside of work Daniel enjoys photography, music and of course fashion, he particularly likes Jil Sander. 

Copy Schelay McCarter
UAL Course Director of 'Art Direction for Fashion' onsite and online Granary Square London

©Schelay McCarter - Fashiontent courses - bespoke courses offered by appointment.
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