Wednesday, 10 February 2021

Ben Hatem Art Director / Producer - Higher Self Project on Sustainable Fashion Promotion -

Ben Hatem

 ALPHA3H.COM Production Company 

I have attended the Art direction for fashion and the Production course, The Producer Role online and I must admit that my confidence has grown so much since, the weekly presentations were meticulously well put and designed to create excitement, develop unique concepts and most importantly create realistic editorials that speaks to the current social narrative. The professional business led insider knowledge base gained from Schelay on the Production course went hand in hand with the creative ideas I developed on the Art Direction course giving me the confidence to set up a shoot dealing professionally with agencies and the team I wanted to work with to make my ideas a practical reality. There is no other course like this out there and I have now got an exclusive knowledge base that only those who have worked in the industry for years gain.
It has been a great experience learning from Schelay.
She is very thoughtful and strives to put a lot of attention into the material we use, she is one of a kind with tons of input while we discuss the tasks an art director/producer go through planning and producing a multimedia project. It was so inspiring and valuable to sit and discuss topics from glamorous castings to how to actually setting up to produce a shoot to industry business standards.
I always keep notes that I use after each session to create review sheets of the course mediums and recommendations ( it helps me a lot to find perspective and clarity of ideas ) 
The recommendations Schelay provides ( books & art direction movies and visuals)  are one of a kind. I had to include them in my private inspiration workbook that I go back to for inspiration from time to time. 
I find it really useful to engage with classmates, Schelay is very patient with everyone in class always encouraging us to engage and give feedback on each other’s work, although her feedback is always the most precise and straightforward due to her vast experience within the world of fashion. 

I would highly recommend this new Production course with Schelay for anyone interested in learning about the Producer Role in commercial fashion communication in multimedia.

    Ben Hatem

       Congratulations to Ben who has gained a Scholarship at POLIMODA 

        in Firenze Italy to do a Masters in Sustainable Fashion.

© schelay - Fashiontent

Tuesday, 9 February 2021

Linda famoroti -' Its My Dream' Fashion Editorial Narrative idea and Test Shoot for CLIENT Magazine -


                                     STAGE 2 Preproduction Team Proposal

                                                    Stage 3  Sequence Planning

The Test Shoot
Art Direction and Production Linda Famoroti

© Linda Famoroti

Based In Barcelona Linda developed her fashion narrative idea created on my course Art direction for Fashion into a Test Shoot called It's my Dream.
Already working for the Inditex Group Linda would like to advance from stylist to Art director/ Producer in her own freelance Art direction or Production Company.
She has already taken a successful step forward towards her dream, taking her fashion narrative and working on the art directing and production herself with no budget to produce this wonderful Test shoot called It's my Dream published in CLIENT Magazine. 
Linda should now feel confident hitting the ground running with her understanding of the legal and professional procedures covered in detail on the Production course with Schelay so that when she is offered a commercial retail shoot with a budget to handle, a team to book and manage she will be confident that she is following industry standard business processes and will be professionally proficient and reliable and more importantly protected from pitfalls
Well done Linda. 

It has been a great pleasure taking part in the PRODUCTION course.
I've learned a lot on how to structure my creative ideas and translate them into a proper brief for clients. Schelay is very specific and productive in her feed-backs and I believe this is the best way to grow in the fashion industry. After this journey I feel more confident on how to approach my upcoming projects thanks to the skills I've developed, even if there is always more to learn. Last but not least, it's a fantastic opportunity to meet other creative people from around the world. 
Thank you Schelay! Linda Famoroti - Inditex group

© Schelay McCarter - fashiontent

Cinzia Cairone - Fashion Editorial Narrative for C Magazine

Editorial Fashion Shoot Narrative for C Magazine - 

Application of idea across multimedia including film

STAGE 1 Idea Proposal

                          STAGE 2 Preproduction Team Proposal

                                                Stage 3  Sequence Planning

© Cinzia Cairone


"I recently completed Schelay's course on Production, image creation management and the Producer role. It was a great introduction for me to the fashion production field. I understood how to put my creative project into practical practice to the business standards of the industry. Every week we had different homework which gave me a full insight into the Producer's job. Also, it was beneficial that we were a small group as Schelay was able to guide us with more feed back and individual time within our group. Since she has significant industry experience, her feedback and support were really helpful to improve my skill base and knowledge for job searches and roles in image creation and management.  I highly recommend the course!"

Cinzia Cairone 07/02/21

© Schelay McCarter - fashiontent