fashiontent: July 2014

Wednesday, 23 July 2014

ID Editorial White Hot - Art Direction for Fashion course - Schelay McCarter

This is the full collection of cropped and selected shots for the ID magazine fashion editorial called 'White Hot'. When the students directed the shots the fact that the landscape images would have a magazine fold through the centre had to be taken into account in the positioning and cropping of the images for printing and publication. Collaborating as a team of creative individuals is an important aspect of Art Direction. Being autonomous and at the same time maintaining the creative integrity of the group evolved idea is not always easy. This team collaborated brilliantly, the results below are testament to this.

Kim Watson shoot for CSM London Art direction for Fashion Course - shot 8

The Results

This was the last shot taken on what was a very full day of creative Art Direction action ! Begum the Art director wanted to create something special for the last shot of the 'White Hot' editorial shoot for ID magazine to promote wearing white to keep cool and look hot in the City urban environment. Our location Granary Road fountains have been voted one of the top fountains in London and they are right outside St Martins new buildings. Photographer Kim Watson captured some amazing moments where the children started to interact with the model. Maya was a true professional and really worked it - though she was quite cold believe it or not and was on full display to the public. The shots have an Arthur Elgort feel to them similar to the 80s glamour he became known for.

Here we have Mayer ( Modes One ) in black and white. It gives the shot a different atmosphere creating textural focus.

© Schelay McCarter - Fashiontent - CSM pls credit.

Tuesday, 15 July 2014

Schelay McCarter photographer for the White Shirt company - Perfekcija 2014

I have been art directing photoshoots for a while now and have learnt masses about natural lighting. So I jumped at the chance to be the photographer and work with Michele Harty Creative Director of Perfekcija - of 'The perfect white shirt company' this week.
The company required a new photographic branding direction. I cast elegant Finnish model Annastina as the face for this high end classic white shirt brand. The Perfekcija market is broad and appeals to Ladies that lunch, the home counties set as well as the yummy mummy market. We wanted to get across the versatility of the perfect white shirt, dress it up for the evening or down for casual wear. So armed with my wide angle lensed Nikon I worked with ebbing and flowing natural sun light and placed the model Annastina in the shade so that we would not have problems with the bright sunlight bleaching out the white shirts loosing that all important detail.

Monday, 14 July 2014

Photoshoot Kim Watson - Shot 7 - 'White Hot' Art Direction For Fashion CSM London

The Granary Road building is a vast space with a diverse collection of interesting areas to use as back drops for photography. The ever changing light throughout the day creates even more options for creating interesting images. The fact that the building is so large means you can get great depth of field on indoor shots. Continuing with the 'White Hot' narrative student Art director Fannie wanted to use the wonderful historical brick back ground that formed the original warehouse structures walls from which the new St Martins Granary Building was developed by the architects when designing the new college. The textures and mix of gritty kiln browns and chalks of the bricks and granite floor worked well as a back drop contrast for the shots.