Escolar Documentos
Profissional Documentos
Cultura Documentos
Branding Today
Everyday our eyes encounter so many pictures but very few manage to
have the element of staying power in our brain.
Preferably its a photograph (still or video) taken for the fashion industry,
Where the visual story telling is everything.
OBJECTIVE
Objective
The main objective is to understand how the body language as an art form
plays its vital role in making a message visible and understood by masses
in context of its value, reach, popularity, feel, comfort and its worth.
Where the role of a director & cinematographer is most crucial.
ROLE OF THE DIRECTOR:
AT A GLANCE
Role Of The Director: At A Glance
Create a Mood Board
Create a Style Guide
Tell a Story
Use Excellent Color Scheme
Be Aesthetical & Technical simultaneously
WORKING FOR STILLS
Working for Stills
What kinds of content should be in the photos? Products? Lifestyle?
Nature? Portraits?
What mood does it convey to the viewer? How should they feel after
looking at it?
From what angles are the shots or the product photos taken?
Keep in mind that good looks is one of the basic parameter but its not
only the parameter when casting a model.
Choosing Cast Or Model
The model should be selected on the basis of following criteria:
Model who matches your subject/ brand.
Should be apt according to the concept.
Element of Expression Should be expressive As per the
suggestive mood of the concept.
Looks and Look Test- Model should look good in the desired costume
and the poses.
Referencing.
Being Defensive
Show Disagreement
Nervousness
Stress
Insecurity
Lost In Thoughts
Deep Concentration (brows
furrowed)
Steepling:
Control
Authority
Body Language: Non-Verbal Communication
Disbelief
Rejection
Lying about something
Deep Thought
Trying to come up with some
Decision
Agreement
Bowing
Submissive
Boredom
Being Upset
Being ashamed
One does not want to show their
face
Body Language: Non-Verbal Communication
Honesty
Sincerity
Submission
Innocence
Apprehension
Nervousness
Standing Straight, With Shoulders Back this posture shows that one
is feeling confident and it is often accompanied by walking with brisk
strides.
One-sided Head Tilt tilting the head suggests that one is listening with
interest in what others are saying.
Looking Down, Away From The Body this may indicate guilt or shame.
To validate this feeling, revert back to the discussion and see if the body
language meaning is the same.
At the very least, your body language should not distract the audience
and with a little practice, it can help you convey confidence and help the
audience see your message more clearly.
Gesture Mistakes
Not using gestures at all. If you keep your hands locked at your sides,
you will look nervous and your presentation will lack the visual element to
accompany and enhance your words.
Keeping your hand in your pockets. This position leads down the
slippery slope to slouching and a sloppier posture. And you also may
unconsciously start playing with the keys or change in your pocket.
Fidgeting with your hands. Be aware of what your hands are doing,
such as "washing" each other, grasping each other tightly, fiddling with
your watch or jewelry, etc. Too often the item becomes something for you
to play with unconsciously, or in the cause of notes, a crutch that
prevents you from looking at the audience.
Gesture Mistakes
Holding your hands behind your back. When not gesturing, your hands
should be in the "neutral position," hanging loosely at your sides.
Folding your arms across your chest. Even if you are only doing this
because you feel cold, this gesture will most likely be interpreted as your
closing yourself off from the audience.
Shifting from your weight from one foot to the other. Many people do
this unconsciously and sometimes because their feet. Instead, stand with
your feet firmly planted on the floor, with your weight equally distributed
on both feet.
Slouching and keeping your head down. Not only does it prevent you
from looking at the audience, but it also conveys nervousness and makes
it harder for the audience to hear you.
FACIAL EXPRESSION MISTAKES
Not smiling, ever. Unless you are delivering horrible news, it is
appropriate for you to smile, even in a business setting. Smiling will relax
you and, in turn, relax the audience.
Smiling too much, especially when delivering bad news. You may be
smiling or even giggling because you are very nervous, but it undermines
the seriousness of your message and your sincerity. If you smile broadly
or giggle while announcing mass layoffs, for example, your audience will
interpret it as a sign of your lack of concern.
TRANSFORMING THE SCIENCE OF BODY
POSTURE TO THE LANGUAGE OF
PHOTOGRAPHIC POSE
The Language of Photographic Pose
Relaxed
The Language of Photographic Pose
Sensual
Lively
The Language of Photographic Pose
Follow the Nose Model glancing off camera plays structured aesthetic;
thats why its always good to follow your nose with your eyes, as it
reduces the amount of white in the eye and eliminates the awkward over
rotating eyeball. Also, fill in color, contrast and catch lights in the eyes.
Bounce the Shoulder Shoulders are often overlooked, but they play a
crucial role in framing the face of a model. Popping a shoulder up and
forward can make all the difference, especially in beauty work. Just
raising one shoulder higher than another will add dimension and strength
to the image.
The Language of Photographic Pose
Chin Out & Down A camera can only see in two dimensions, meaning a
photograph is not three dimensional unless its shot three dimensional.
Therefore, When a model pushes her chin forward and then down and is
faced directly towards the camera, from the photographers perspective
the jawline is extended and stronger lines have been formed. However, if
the model were to move to their side profile, he or she would resemble a
turtle poking its head out of the shell.
Open the Mouth With the mouth closed, the jawline clenches and adds
extra weight to the sides of their face. It can also give negative energy to
an image, a bored neutral look. With the mouth slightly open, the jawline is
elongated and gives a subtle intimate invite to the viewer.
The Language of Photographic Pose
Shake the Concrete Feet Shoes are a crucial piece to the wardrobe.
But, they are often overlooked because legs and feet are never easy to
pose. So, several times the full body shot is avoided and goes an easy
three-quarter image. But, when you have to capture the full body and the
shoes, implement motion. The model can move; jump, walk, lunge and
shake the heavy feet. An easy starting point is walking forward or pacing
back and forth in a continuous manner.
Subtle Its important that the model move slow and sly, as big
movements and gestures can have a negative impact. When you lock-in a
strong pose, the last thing you want is the model to make a drastic
change to her body or face. So its important to condition the model to
make small steps and only slight differences in gestures.
The Language of Photographic Pose
Ballet Hands Hands are one of the more challenging aspects of posing
and can make or break an image if shown incorrectly. The model should
relax their hands as if they were in a ballet, spreading the fingers lightly,
slightly broken at the joints. From there, depending on the aesthetic of the
shoot, hands should be placed in a position that works with the image.
Under the chin, over the shoulder, to the side or through the hair are
some common positions for hands.
Get Low & Talk When shooting three-quarter or full body, get low to
the ground and shoot high. This style not only increases the height of the
model, but also creates a more dramatic hero look to the image. And,
positive reinforcement is everything.
If you arent talking, you arent directing and if you arent directing then
youre not getting the shot! Play to his/her confidence and after every 2
to 3 snaps hype the shots with a buzz word such as fabulous, great,
beautiful, excellent or love.
The Language of Photographic Pose
YELLOW
Joy, optimism, happiness, danger, sunshine, idealism, imagination, hope,
summer, gold, deceit, philosophy, dishonesty, cowardice, betrayal,
jealousy, disease, warning
Color and Its Meaning
GREEN
Nature, environment, health, good luck, renewal, youth, vigor, spring,
generosity, fertility, jealousy, inexperience, envy, misfortune, start signal,
St. Patricks Day, Christmas
BLUE
Peace, harmony, unity, trust, truth, security, confidence, conservatism,
order, sky, water, cold, technology, cleanliness, depression, loyalty,
immortality, stability, masculinity, protection
PURPLE
Royalties, nobility, spirituality, ceremony, mystery, transformation,
wisdom
Color and Its Meaning
WHITE
Reverence, virginity, nothingness, cleanliness, peace, humility, precision,
innocence, youth, birth, winter, snow, goodness, marriage, cold, clinical,
sterility
BLACK
Power, sophistication, formality, elegance, wealth, mystery, fear, evil,
anonymity, unhappiness, depth, style, sad, remorse, anger, underground,
technical, grief, death
LIGHTING & LIGHTING PRINCIPLES
ONE POINT LIGHTING
TWO POINT LIGHTING
THREE POINT LIGHTING
FOUR POINT LIGHTING
NATURAL LIGHT
PORTRAIT LIGHTING
One point lighting
Two point lighting
Three point lighting
portrait lighting
principles
Types of portrait lighting
principles:
Split lighting
Loop lighting
Rembrandt lighting
Butterfly lighting
Split lighting
Split lighting gives more of a masculine
pattern.
applicable on men than it is for women.
Loop lighting
Good lighting setup for people with oval
shaped faces
Rembrandt lighting
RembRandts tRiangle
Active PASSIVE
Butterfly lighting
glamour
OUTCOMES
Outcomes
Makes visibility of the Concept.
Tells about the Story.
Builds Interest and Excitement .
Builds a Sense of Make Believe.
Arresting Memorability & Retention.
Relation and Aspiration.
Builds Relatibility.
Role of Fashion Photography In
Branding Today
THANK YOU !