2010.10.07: Kingsway Mall seasonal fashion advertising campaign

I admit that I am embarrassed that it has taken me until the eve of next season's Kingsway Mall campaign photoshoot to share photos and notes from last season's photography. I delayed posting not because I wasn't eager to show you the work we produced and the process through which the images were created but because I was very happy with the images Kingsway Mall and their advertising agency, TAG Advertising of Calgary, AB selected for ads and for the Kingsway Mall website. The shoot felt much like what the reunion of an old band may have felt like; West Edmonton Mall alumnus John Chwyl as Kingsway's marketing director, Nikolas Syhatheb and his team for hair and makeup, and Corey Thompson as photographic assistant/co-photographer/human boom stand. But much had also changed. I looked through TAG Advertising's portfolio and company with a diverse and illustrious past and with enormous potential. Many of the works, while done for mostly small and medium-sized businesses, were very original and brilliant both in concept, execution, and delivery yet also pockmarked with work that I couldn't understand. I often experience this response when looking at the work of many of the ad agencies that I have admired and would appreciate an opportunity to work with again in the future. For weeks we planned this shoot and for weeks I could barely contain my eagerness to work with this new (for me) art director.

I was apprehensive about the concept at first; the concept called for images shot with mostly out of focus/blown out backgrounds that would later be gradient-toned with some blues and integrated with Kingsway Mall branding materials. But I had faith in the concept and art direction and as the two days of shooting unfolded I wasn't just relieved but pleasantly surprised that my initial apprehension was totally unfounded. The two days produced some of the most free-flowing shooting situations that I've had the chance to work with in commercial fashion photography. John insisted that Patricia be one of our models for this shoot and I wouldn't object to another opportunity to shoot with her (even if I dared!). Katherine and Sean are represented by Sabrina Notte and her agency Deja Vu Modeling International out of Red Deer. Vicki is a model you've seen before in my portfolio and my blog and is currently unrepresented. Liv is a new model and Tom Jablonski is a friend and the Shoe Guru. We used Corey's 72x72" Scrim Jim and 1stop black screens or the white/silver reflector fabric as the only light modifier for the two days. Virtually all photos were shot with the Nikon D3 and the 135mm F/2 Defocus Control Nikkor and processed in Adobe Lightroom 3. Katherine is currently modeling in India and Oman under Inega model management. And a huge thank you again to the awesome people at the Alberta Aviation Museum for hosting us at the hangar.

I've worked extensively with Vicki over the past five or six years and created several pieces that I felt were photographic portfolio worthy. However, I feel that this may be the one shoot in which Vicki has looked her best.

A selection from Sean's first set of the day. Scrimjim silver reflector used to fill in some of the shadows on the forklift in the background.

Liv's last look of her first full shoot day ever.

I thought Tom had a cool look from the first time I shot him for his own company's promotional materials.

My favourite shot of Katherine to date.

Some of Patricia's photos that were never used. A small cross section of a 100+ image flow of hotness.

The concept mockups that got me a bit worried at first.