REFLECTION

IN ORDER TO CAPTURE FEELING AND CONNECTION TO REAL LIFE, I NOT ONLY INCLUDED FAMILY MEMBERS WITHIN THE PROJECT. BUT ALSO SET OUT AN ACTION PLAN, A BASE TO BOUNCE IDEAS FROM MYSELF AND TAKE INSPIRATION FROM DIFFERENT ARTISTS AND DESIGNERS. INCLUDING PHOTOGRAPHER ZOE GHERTNER AND STYLIST ALASTAIR MCKIMM, SOUTH AFRICAN PHOTOGRAPHER PIETER HUGO AND ARTIST MARINA ABRAMOVIĆ.

AS WELL AS LOOKING AT PRADA DIRECTLY, FOCUSING ON RELATING TO PREVIOUS COLLECTIONS ORIGINALLY THE PLAN DEPICTED 4 SHOOTS, THE FOURTH BEING A FOCUS ON LOVE. THAT WOULD FEATURE A SAME SEX COUPLE IN AN INDUSTRIAL BUT SMALL-TOWN LOCATION. BRINGING A FORMAL OPTION OF A BLAZER AND SLIP DRESS TO THIS CAMPAIGN. HOWEVER DUE TO TIME CONSTRAINTS AND CONFLICTING SCHEDULE I WAS NOT ABLE TO EXECUTE THE FINAL SHOOT. ALONGSIDE ALL 3 SHOOTS I ALSO PRODUCED A CREATIVE FILM FOR THE CAMPAIGN. AS WELL AS FILMING INDIVIDUAL SHORT FILMS FOR EACH SHOOT. HIGHLIGHTING THE SHOOT LOCATION AND ATMOSPHERE TO MAKE THE VIEWER TAKE A MOMENT. EACH FILM AND SHOOT HAVING THEIR OWN FEEL AND FOCUS OF THEIR OWN INDEPENDENT NARRATIVE, YET HARMONISING WHEN JOINED TOGETHER.

DRAWING ATTENTION TO DIFFERENT MOMENTS WITHIN LIFE, FROM THE UNCOMFORTABLE SENSATION OF SAND IN BETWEEN THE TOES AND THE FEELING OF THE COLD BEACH WIND. TO THE REALITY OF WHAT LIFE LOOKS LIKE FOR SO MANY, REAL WORLD PLACES. RUNNING AFTER CHILDREN, HIGHLIGHTING PRACTICALITY AND THOSE HEAVIER DUTY ASPECTS OF LIFE, SHOWN THROUGH THE THIRD SHOOT WITH MODEL 3.

I KNEW THAT I WANTED TO EXPERIMENT WITH VIDEOGRAPHY WITH THIS PROJECT, AS PRADA USES FILM WITHIN THEIR CAMPAIGNS. FROM EMMA WATSON’S, PRADA PARADOX FILM. A CREATIVE INSTALMENT OF INDIVIDUALITY, EMPOWERMENT, AND FREEDOM OF EXPRESSION, PRODUCED AND DIRECTED BY EMMA HERSELF. THAT WE TOUCHED UPON IN A LECTURE ON SEMIOTICS WITH DR EMMA DAMON. I WAS ALSO HEAVILY INSPIRED BY PRADA’S SHORT FILM CREATED FOR THE PRADA SPRING SUMMER 2023 WOMEN’S RUNWAY SHOW, “TOUCH OF CRUDE” FILM, BY NICOLAS WINDING REFN. (PRADA, 2023) I LOVED THAT THE FILM NOT ONLY CONCENTRATED ON THE PROMOTION OF THE ITEMS BUT THE TELLING OF A STORY OF MYSTERY. NOT OVER GLAMOURISING PRODUCTS OR SHOTS AND SHOWING THE DARKER AREAS, DESCRIBED BY PRADA AS, “A GLIMPSE OF AN UNSEEN NARRATIVE”. (PRADA, 2023) THE FILM ALMOST HAVING AN UNEASINESS AND UGLINESS TO IT. SHIFTING THE FOCUS FROM JUST SELLING TO MAKING THE VIEWERS THINK AND FEEL. DRAWING IN THE VIEWER, INVITING THEM TO BE COMPLETELY ENGROSSES YOU WITHIN THE FILM AS YOU QUESTION EVERY LITTLE THING, TRYING TO DETECT WHAT WAS GOING ON.