By Sean Beckingham
It’s been more than 15 years since I produced and directed a fashion campaign. While Branding & Buzzing had undertaken a few projects in the past, such a lingerie shoot, Eaton Centre campaign and Manulife Centre winter ads, we eventually made a conscious decision to steer away from fashion, cars, and cannabis. We were locked into the food and beverage, and that’s exactly where we intended to flourish.
However, this past season presented a unique opportunity for me to collaborate with a dear friend and colleague on a photo shoot, pulling me back into the realm of fashion production. It reminded me of the shoots I had undertaken in the past when food wasn’t the primary focus.
What set this particular shoot apart was the challenge of highlighting two hero products on the same set: the luxurious furniture from a local designer and the designer holiday rental collection from. Juggling dual objectives during a single shoot day is nothing new, having previously created content where both beer and lobster rolls shared the spotlight or where cooking oils and cuisines took center stage. The truth is, only one can be the hero.
In this instance, the difficulty lay in showcasing both the furniture and fashion without one overpowering the other. Fashion shoots, in particular, often hinge on the emotions evoked when viewing the photos, with the model serving as the focal point. If the model appears sad, the clothes take on a somber tone; if the model seems awkward, the clothes convey discomfort and awkwardness.
The ultimate challenge was finding the delicate balance between showcasing the furniture and fashion, ensuring each product had its moment without detracting from the other. Fashion shoots are, at their core, about capturing a feeling, and the model plays a pivotal role in conveying that emotion.
10 Essential Tips for Aspiring On-Set Fashion Directors
Are you considering a career as an on-set fashion director? Navigating the world of fashion shoots can be both exciting and challenging. Here are ten invaluable tips that have guided me through my journey:
1. Client Satisfaction is Paramount:
Always remember that the client has the final say. While your creative input is crucial, ensuring the client’s vision is met is the ultimate goal.
2. Building Trust is Key:
The entire process revolves around trust. Establish a rapport with your team, and foster an environment where everyone feels confident in each other’s abilities.
3. Storyboard Precision:
Your storyboard is your compass. Ensure it is detailed and straightforward. Maintain an overarching theme and break down specific details. Everyone on set should understand their role and the overall vision.
4. Listen to the Professionals:
Trust the expertise of your team. When conflicts arise, defer to the professionals in their respective fields. The makeup artist may notice something about the set that the photographer missed, and resolving these issues collectively ensures a seamless production.
5. Follow Your Instincts:
Trust your gut feelings and know when to voice your concerns. If something isn’t working, articulate why and suggest alternatives. Effective communication is key.
6. Simplify Decision-Making:
A good art director simplifies decision-making. Provide clear feedback – either a straightforward approval or a directive to make changes.
7. Time Management is Crucial:
Time is rarely on your side during a shoot. Keep an eye on the clock to ensure that the production stays on schedule. Delays can impact the entire team and the final result.
8. Embrace the Role of the Producer:
The producer is your ally on set. They manage the clock, ensuring everything runs smoothly. Rely on their expertise to avoid unexpected hiccups, as they meticulously plan every detail.
9. Strategic Breaks:
While breaks are essential, assess the flow of the shoot. If everything is progressing well, go with the momentum. However, taking strategic breaks is crucial to maintain energy and focus.
10. Client is Always Right:
Reiterating the importance of client satisfaction, the ultimate sign of success is when the client looks at the final result and expresses either, “That’s exactly what I expected,” or “Wow, that’s even better than what I expected.”
Embarking on a career as an on-set fashion director requires a delicate balance of creativity, communication, and time management. By incorporating these ten tips into your approach, you’ll be better equipped to navigate the fast-paced and dynamic world of fashion shoots.
What does the Photographer think?
Adrian Feibig, our photographer on set, boasts a career spanning over three decades in the world of fashion photography. With a wealth of experience, he has captured images in studios and diverse locations across the globe. Adrian has also shared his expertise by instructing makeup artists in schools on effective preparation techniques for their craft on set. We asked Adrian’s insights on navigating the collaboration between a photographer and an art director. Here are his five valuable tips for fostering a successful working relationship in this dynamic creative partnership.