Fred 07 campaign

[wendellt]

International campaign for Fred Bare just launched today
1 month planning 2 day shoot 50 hero shots over 200 stills

brief: fun but edgy

initial plans to shoot outdoors but too cold so we were forced into the studio, this presented creative issues but i added a dynamic element 3 pieces of coloured perpspex to break up the stark whiteness of the studio, this helped composition and scene dynamics as the kids could interact with the props.

Shoot was a technical challenge too as angle of light and bounce reflection off perspex affected final exposure sometimes the perspex would appear white due to the angle of light hitting it. I changed the set design for each hero shot which inadvertantly affected the lighting setup.

after many takes i tried to best match the pose to the angle of the perspex
in fashion its all about shapes in the end


precision setup - light through perspex falls on models face, it's intentional


set design and model interaction


I know in this one the expression ain't that good, had to keep things interesting for the kids, really short attention spans.


image 1: my two assistants holding the perspex as you can see lots of technical difficulties like fingermarks and size of perspex
image 2: most generic lighting setup 1 to the side softbox 1/2 power at 600 watts hair light 1/4 power at 600 watts at back to cut shadows from 1st lightsource
image 3: the best strobe kit ProFoto 7a 2400 floor pack full power 2 sec recycle time , supports 3 heads, pocket wizard receiver


Art Direction, Set Design, Photography, Post Production: Me
Styling: Kelly Blair
Assistants: Kersten Legol & Robert Wallace

complete campaign here - summer 07:
http://www.zeduce.org/fred1.htm

interesting to see the final edit by client
http://www.fredbare.com

[Reschsmooth]

Great stuff Wendell - you show you have mastered the use of light. Well done.

[Sandy Feet]

I love the images, great shots as always Wendell.

What amazes me is you are forced inside and you come up with three large coloured sheets of perspex, where they organised for the outside shoot or did you need to source these when the shoot was moved indoors.

Great improvisation if it was a last minute thing

Cheers
Rod

[Bindii]

Yup... brilliant images...

Perfect examples of why they pay you the big bucks ...

[wendellt]

thankyou all

im very resourceful and i think quick on my feet so after 2 weeks of location scouting down south when we decided to shoot in the studio i was disheartened somewhat and i was stuck with a creative dilema how do you make a studio shoot interesting

was really looking forawrd to shooting at Hyams beach

I came up with the solution and sourced the materials sometimes i think im a semi producer instead of a photographer

[Raskill]

Nice images mate.

I gather they have tried to avoid last years rediculous contraversy.

Always a pleasure to see what you do. Gives us all somethingto aspire to!

[marcotrov]

Very creatively and expertly handled once again Wendell. You have well and truly covered the brief.
cheers
marco

[wendellt]

Nice images mate.

I gather they have tried to avoid last years rediculous contraversy.

Always a pleasure to see what you do. Gives us all somethingto aspire to!

hi they did but its a real vindication for me that they trusted me once again so hence last years controversey was all crap

i did however loose the campaign to an italian photogrpaher last winter 2006 because of the controversey with ss 06 but i bounced back and the account is mine

thanks everyone

[W00DY]

Mate, great work...

I must admit I was a little surprised that Fred Bare went for these. What I mean is, I know nothing about Fred Bare, but these images are so far away from the normal kids clothing brochures it is not funny.

Now don't take that the wrong way, it is actually meant as a compliment, that you were able to come up with something that, I imagine, 99% of clothing labels may not have gone for.

I'm interested in knowing if Fred Bare knew what the direction of the shoot was going to be before you did it or did they leave it to you and then you showed them the results?

Cheers.

[wendellt]

Mate, great work...

I must admit I was a little surprised that Fred Bare went for these. What I mean is, I know nothing about Fred Bare, but these images are so far away from the normal kids clothing brochures it is not funny.

Now don't take that the wrong way, it is actually meant as a compliment, that you were able to come up with something that, I imagine, 99% of clothing labels may not have gone for.

I'm interested in knowing if Fred Bare knew what the direction of the shoot was going to be before you did it or did they leave it to you and then you showed them the results?

Cheers.

hi fred bare when they approached me knew i could provide an innovative fresh and edgy look. Fred Bare is Australias hi end premier childrens wear company to stay at the top they need to be as innovative as possible they have always used edgy photographers in the past to give their campaign that freshness in an oversaturated industry.

As artistic director i put forward the original concept a narrative stroryline at hyams beach which included a lighthouse but that fell through because of the weather so i had to re-conceptualise for a studio shoot and hence the perspex prop. Over a month 3 weeks were wasted on concept 1 then in the last week we shot with concept 2

[the foto fanatic]

Congratulations Wendell.

It's great to see someone who has worked so hard at their craft and who has such creativity succeed.

[Raskill]

Over month 3 wees were wasted on concept 1 then last week we shot with concept 2

Gee, wasting 3 wees. Don't you know theres a drought?

[Alex]

Well done, Wendell. The result is amazing, as one would expect from you.

Alex

[W00DY]

As artistic director i put forward the original concept a narrative stroryline at hyams beach which included a lighthouse

Now this is what you would expect from a kids clothing catalogue... Well done to get them to agree on something totally different.

Cheers.

[PiroStitch]

excellent stuff as usual wendell. it's great that you can be quick and multi skilled from being an art director to producer to photographer. makes you the complete package!

[radar]

Wendell,

I am not one to know much about portrait, fashion, art direction, .... but I always really enjoy the fresh approach you bring to your photography. I think you have put a great campaign together for Fred Bare. You can certainly think very quickly on your feet.

Congrats,

André

[sirhc55]

In this day and age one has to go beyond the norm in creativity and, Wendell, you are the master

[kurokaze204]

Wow Wendall, kids and perspex in a single successful photoshoot. Very impressive. Both can be rather temperamental at times.

[beetleboy]

I know I need not say it, but well done anyway bud!

[Geoff]

Wendell - we should change your title to 'creative genius' - this shoot is no exception. Well done!

[Onyx]

Wendell, your creative talents never ceases to amaze me. The perspex adds a simple yet colourful way of enhancing the 'kid' aspect of playfulness ideal for such a shoot.

[MATT]

I just hope my wife does not see these images ..Could cost me a heap..

MATT

[michael_]

turned out great wendell, pitty about the weather i would have loved to of been there

[Matt. K]

You can throw the kids out Wendel...I just love the perspex!

[Greg B]

Great stuff Wendell, and it is really interesting to hear about and see some of the process. Thank you very much.