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Full Frontal Fashion Ad

by Andre Costantini

From Comp

I received the call in January to shoot an advertisement for the We network and Ultra HD and shortly thereafter received a composite sketch from the art director. The theme of the advertisement was two fold, to advertise that these networks had fashion week coverage and also to emphasize the recent availability of this coverage in high definition. Rather then attempting to hang and rig a very expensive flat screen television, we decided to take three separate photographs and put them together in Photoshop.

To Shoot

I chose the Bronica 6 x 4.5 Rangefinder for multiple reasons. First of all the Rangefinder format with the 100mm lens is just about the perfect focal length for shooting models as the lens has virtually no distortion and is extremely lightweight. Second, it’s easy to focus and you get 32 exposures on 220 film. Lastly, inherent to the Rangefinder design you view without black interruption during the shoot so there isn’t a moment where you don’t know what your model is doing.

To the Ad

Creating the final photo involved a composite of three images. The first was an image of our model Krista (scantily clad) in a multitude of poses. The second image was similar to the first except it involved various colorful outfits. When possible we tried to match the poses based on our memories and some Polaroid references. When the final images were being selected we had the clothed and unclothed images next to each other on a light table and could start to see the possibilities of which images would look best together. The third image was the real star of the shoot, the HD Flat screen, on account of the cost to rent and have this device delivered. Based on the Art Directors sketches and our tireless efforts to achieve the end result we arrived at this photo you see here.

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