Shooting fashion catalogues can often be tedious and repetitive.
When the brand company, J.M. Haggar approached us to shoot their upcoming 2018 line, SC Pictures worked with them to create a dynamic concept that would appear fresh for their brand.
Our goal was to show their sports jackets in sports environments, but with a fashion edge. SCP came up with 3 different concepts - basketball, football and hockey players - all wearing their Haggar signature sports jackets in their element.
In terms of production, it was difficult to find one location that could fit all our sporting needs. We settled on finding an ice rink for the hockey story, scouted a high school within close proximity that would have both a football field and indoor basketball court. We had a single day to shoot the sports part of this campaign, but we also had to deal with the scheduling of the High Schools football and basketball teams. Suffice to say, the producer had a heck of a job figuring out those logistics.
For the sports set-ups, I wanted to have hard, crisp, over-lit side and front light. To achieve this, I had magnum reflectors on either side of the subjects and a hard parabolic umbrella in front to give the models hard light with a striking falloff. Because we had multiple talent in each shot, we wanted to shoot everything at f/11-f/16 to carry focus. Since we were shooting at such a high stop with extreme motion, we needed to use strobes that brought a lot of power, as well as small little lights to freeze the motion.
Photography on the ice rink was a great learning experience.
Points to consider:
- No metal can touch the ground, so we had to use mats under everything on the ice.
- We had to run power out to the middle of the rink using extension cords - causing the ice skaters to ride over them a few times.
- On top of that, it was FREEZING.
The last aspect of this shoot was a full lifestyle concept, meaning how people would really be wearing the clothes. We rented a location and shot the talent with their “families”, hanging out, living life as they normally do.
