My Experience As A Fashion Art Director

As one of my projects, I create a campaign plan for an Indonesian clothing brand Executive. It has been on my mind to design a marketing shot for my mother and grandma ever since I witnessed them growing up wearing items from this business.

I identified several weaknesses in their current campaign, which gave me inspiration for my ideas for a contemporary urban concept. Selecting the items for the photoshoot is the first step in putting this ad together. I had to ask my uncle for help because the clothing was an Indonesian brand, and he was going to Singapore then.

For the campaign, I selected four looks using their newest items. I had a general notion of the campaign look I was going for once I had the outfits in my possession. The following stage is to seek out inspiration. I searched for it using Pinterest as the search engine. I recorded the inspiration I had gathered in my notes for future use. This stage helped me combine my ideas and put them into a visual shape.

I captured the atmosphere I was going for after collecting inspiration-related references. The next step would be to look for locations to shoot. In my city, I searched for the CBD area and was able to locate three sites: Cecil Street, Collyer Quay Street, and Sky Garden at Capita Spring. The sourcing process includes looking up images of the location online and on Google Maps to obtain an idea of what to expect. I discovered another crucial factor to consider when choosing the site of the photo session.

Considering weather forecasts is essential when conducting a photo shoot. Before choosing the actual shoot day, I advised checking a weather app. My experience shows that the best time to shoot is between 3 and 6 pm (Singapore time). Another choice is to perform it between 8 and 10 in the morning. Be sure you have all the necessary equipment prepared and secured before the photo shoot. To suit your needs, alter it. Ensure the lighting is adequate if you're taking interior shots, or you'll need to bring your own. I employed an iPhone camera for my shoot. Therefore, I hardly required much equipment. However, if you want to utilize more tools, set them up the night before.

Before the session began on the day of the shoot, I revisited the inspiration reference I had compiled to help me get into the correct frame of mind. Everything becomes more transparent and more seamless once I understand the notion. I received ideas for the poses I needed to strike because I was also the shoot's model. In my situation, unforeseen events continue to happen even after choosing the time and checking weather forecasts. I had planned to conduct my shoot in two days, but it took three because, on the first day, I had to wrap up the session early due to an unexpected downpour. That is why it is crucial to have a backup strategy. Set aside one or two extra days to complete the shoot just in case anything similar occurs.

In the end, I was able to compile a selection of images. Even though I took the photos during Singapore's rainy season, I could still proceed with the photography because of my prior planning, resource sourcing, and research. This project trained me a great deal in becoming an art director. It improved my planning skill and critical thinking skill. I learned that planning everything and making a backup plan is essential.