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New World Soul Campaign

One of my absolute favourite things to photograph is campaigns for designers. I love the creative nature of these type of shoots, and working with a team really brings a special energy to set. Upper Volta, by Francis Kwamee has been a client for a few years now, and I always get excited when the potential for a new collaboration arises. This particular campaign had two intented outcomes; to showcase some garments from the new collection, as well as create some bold images to advertise an upcoming fashion show.

The shoot was conducted in a fantastic warehouse in Prahran. The concrete floors and white brick walls provided an interesting yet unobtrusive background, and I brought in my profoto kit to enable me to utilize dramatic light. What was particularly exciting to me this time was the total creative freedom I had. Kwamee trusted me to shoot and light however I wanted, and busied himself co-ordinating the models and pinning garments. The models were really diverse, from all bakcgrounds. I thought this really helped convey the international feel of Kwamee’s new collection. After a few minutes setting up my kit and testing the light, I was ready to roll.

Here’s a shot from @cliftonstreetmarket of me doing my thing. Do you like my makeshift desk? The bright orange makes it completely OH&S compliant.

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Jarreau of Lordtown Media was on the second camera capturing footage for some short promo videos. We worked really well together, ensuring that we each kept out of each other’s shots.

It was great working with such a diverse team of models, and everyone did a great job. Some of the models didn’t have much experience, but they were brilliant at taking direction, and adopting the ‘mood’ of the shoot. We flew through the large double rack of clothing, and everyone really kept the energy up, which made for a fluid, relaxed shoot. Thanks team!

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The images were used for promotion on social media. Check out a couple with the copy overlaid! And don’t forget to have a look at Kwamee on instagram!