Introduction to process & shoot aims (4-5)
Final shoot call sheet (6-7)
Shoot ideas moodboard (8-9)
Location brief (12-13)
Photoshop edits (26-27)
References (28)
Edited using Photoshop
The purpose of this shoot planning and research is to showcase my planning process for the lookbooks and campaign ideas. I aim to work with my partner to create behind the scenes video content, a large amount of imagery to show our ideas and also trial different backgrounds/locations, which will all be developed to create a final campaign. I
decided to put together a plan to stick to when it comes to shooting, and be able to express our ideas to everyone involved. This document has been put together for a referencing guide for my shoots and also for inspiration for styling and poses, as well as showing the looks that we will be shooting to develop to create our final campaigns. variety Aim ideas
Aim 1: I aim to create a variety of imagery and behind the scenes footage to capture my process which combines Loewe & Dime.
Aim 2: I aim to shoot different looks from different ideas with multiple poses and backgrounds/locations, and considering different angles.
Aim 3: I aim to communicate my campaign concept of the combination of luxury and street
Dates: Tuesday 2nd April 2024
Time: 12am-2pm
Location: Chester Grosvenor Hotel
Photography by: Lara Connolly & Elly Roberts
Creative directors: Lara Connolly & Elly Roberts
Stylist: Lara Connolly & Elly Roberts
Model: Sam Crowther
From being given access to taking pictures in the Grosvenor hotel, we will be providing all fashion looks and props
We will spend approximatley 1-2 hours shooting each look as well as set/lighting changes.
moodboard created on photoshop, using pinterest images for inspo. Showing the style of images i would like to take and backgrounds
To ensure that my campaign ideas and concepts are captured during these shoots, I have shared my concept stories to make sure goals are achieved. This project is about the collaboration between Loewe and Dime, and how Loewe can adapt to the every changing industry of technology and collabs. Myself and my partner have created various collections of items, highlighting the contrast between luxury and streetwear. This concept aims to provide Dime and Loewe with a wider range of customers who would be enticed the fact it stands out for both brands. I took inspiration from Dime’s various photoshoots that are very casual, and combined it with a Loewe style background. This aims to bridge the gap between younger audiences being out of touch with luxury brands and introducing them to affordable luxury. ALL
Trainer and a heel to link to Loewe and Dime (luxe and street
Moodboard created on Photoshop using pinterest images. Showing photo shoot ideas for our homeware range and how to shoot them.
Denim bag packaging idea, with flowers inside to connect to the vase idea.
skateboard tray with luxury items on it such as a wine glass and our homeware items?
markets the jacket and the homeware items in one picture
skateboard prop, Dime influence
casual poses, like Dime’s photoshoots
Natural and relaxed, authentic.
I have picked these images from Pinterest for this moodboard to show my ideas because they are most like Dime’s style of shoot, but we will be using a luxury-style background to contrast the street style poses and items. I will be using these moodboards as references to look back on to gain inspiration when doing the final shoots. We did shoots with both female and male also.
Mullet expresses individuality, and has also become a popular hairstyle recently.
Primary source imagery taken on 27th March 2024, show how we styled our hair for the images which means full attention on the items
In an era of minimalism, the slick back is literally “less is more”, clean and classy.
The mullet is considered a streetstyle haircut and has come back into fashion. Not something usually seen in Loewe so stands out.
Celebrities and models have embraced the slick back hair, even in red carpets.
a slicked back ponytail is street-style, still sophisticated.
We will also be trialing some shoots in Studio 204 in the University where we can do homeware shoots with a white background and try out various campaign shoot ideas.
Another idea we had is to use the Jaunty Goat cafe for one of our shoots which would give the same effect of Dime’s photoshoots where they do various shoots in casual places such as outside a cafe.
From emailing ter Grosvenor have been given to the hotel backgrounds and shoots. We aim luxury style background with a streetwear to stand out.
the Cheshotel, we given access for our and photoaim to have a background streetwear model
https://www.instagram.com/reel/C5FBa8HNUK6/?utm_source=ig_web_copy_ link&igsh=MzRlODBiNWFlZA==
We decided on the Chester Grosvenor hotel as our final location for our final shoots because it is perfect to capture the contrast between luxury and street while keeping both highly wanted.
We wont be using these images for our campaigns/lookbook because I feel they dont show the side of Loewe that they should and it doesn’t show that it’s a collab very well. To improve these we could have put some of our homeware ideas on the table and edited in our logos to bring in Loewe a bit more.
Where the idea came from: As part of Dime’s lookbooks they posted a series of images in everyday locations such as coffee shops. The shoots are very casual as if they are friends taking images, not too posey and layed back. These are the images we have taken using our cameras outside the Jaunty goat cafe in Chester which was the perfect location with the outside seating as shown in the image on the right.
These are the first pictures we took to gain inspiration for poses and how to style the jacket. We had to improvise using example products such as this bucket hat to use as an example of what it will look like.
On the 19th March i did some testing of poses and initial ideas I had such as using a skateboard as a tray and trialing poses, in which my friend modelled for me as he will be doing the final shoot with me. I also practised using my camera and using different settings and lighting. I realle like the idea of using the board as a tray as it stands out because its not the usual way to use a board. Typically skaters roll cigarettes on their board like this so the idea was to play with that but fancier such as using a glass of wine and a vase etc. He is also wearing the jacket from our initial designs. We will be using this idea at the final shoot location of the Grosvenor hotel so that it stands out.
Going back to page 9 where I showed my moodboard of ideas for product photography and how I could shoot the homware, Here we have executed the idea of having a trainer and a heel to contrast luxury and street style. On the right is a Photoshop edit made by me where the heart vase is on the heel, I created it in a sticker like way to link to street style, and because skaters use stickers to decorate their boards.
These are my favorite took at the Grosvenor images from page
favorite images we Grosvenor hotel, Using 10 for reference
https://www.instagram.com/reel/C5gA9EpNscn/?utm_ source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
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-https://www.chestergrosvenor.com/ -Specialty Coffee Shop chester (2022) Jaunty Goat. Available at: https://www.jauntygoat.co.uk/ (Accessed: 21 March 2024).
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https://www.instagram.com/p/Cz9fXuNpfun/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==