Joan Vass Campaign Shot in NYC
Joan Vass was looking for an advertisement photographer with a minimal aesthetic when they contacted us to shoot their campaign. It was the perfect fit as this is one of our favorite styles and specialties. They planned the ads for the September issue of Marie Claire, with black-on-black, black and white, and stripes being the primary themes of the shoot – perfectly on-trend with the 2016 fall/winter season.
One of the most common qualities that we look for when casting shoots is a calm, seemingly effortless engagement with the camera. We love when models can flow between poses, almost like doing Tai Chi, without drastic choppy movements. Marta models in a very sophisticated way that worked perfectly for Joan Vass and speaks to their target audience. She enabled me to shoot in my preferred style – as an observer who waits for inspiration and clicks when it’s right. Our team, which included stylist Mindy Saad and makeup/hair stylist Rika, vibed perfectly with our set. It was a tranquil, creative, cloudy day in LIC with a wonderfully collaborative team. The clouds actually added to the shoot since we were working with natural light. Although cloudy days are often a concern for natural light studio sets, we were able to get wonderful results with the slightly moody lighting.
Why We Love a Minimal Shoot
We love a decidedly simple photo style because it focuses on the person and the product. We believe these are the most valuable components of the shoot because they make a meaningful impact on the viewer. While adding other ingredients can excite the viewer or get their attention, it typically distracts more than contributes.
It’s often hard for people to stick with a minimal style because there is a natural inclination to add more. Since, they often equate more ingredients with more value. This concept is flawed and has led to some of the more confusing ads out there. For example, if you are selling eyewear but focus on showing off fancy clothes, you are likely to confuse your viewers. People may stop and look at your image, admiring the results of your significant wardrobe and styling budget. But, they aren’t looking at your product. That photo will sell the clothes, but not necessarily the eyewear.
Joan Vass did it right. They came to us with a beautiful initial concept and allowed us to execute it with our own style, model selection, and creative team. It was a terrific experience and we couldn’t be happier with the results.
If you love this shoot, check out our behind-the-scenes video shot by Dylan Thomas Film:
You might also like our Zero G Eyewear campaign.