The fashion world is moving steadily into the motion picture world, and many fashion photographers are taking the helm with the help of Cinematographers and Film Editors. Andreas von Scheele, repesented by Thomas Turley at the Right Eye Agency has often bridged those two worlds having collaborated with fashion photographers Alex Cayley, Tiziano Magni, Nicola Majocchi, Grey Scott, Zach Gold and Vanina Sorrenti.
Andreas recently filmed and edited three brand films with fashion photographer/Director Jamie Isaia for Journelle Lingerie. The films will be projected and looped in the dressing room lounge at Journelle’s new Miami 2,500 square foot store which is slated to launch November 2009. This is Isaia’s and Andreas’s 4th collaboration. We asked Andreas what it was like to work with a fashion photographer as director. He says, "Working with Jamie is amazing. She knows exactly what she wants, but is very flexible about changing a shot in the moment. She has a lot of confidence and trust in the process." The films, shot at Michelson Studio in NY, represent a growing trend in fashion away from print and into the world of motion media.
As Director of Photography and film editor Andreas von Scheele brings his cinematic storytelling background to help still photographers make the leap from the static print world to the film world. "My collaboration with fashion photographers has been very interesting. They have a different way of seeing the frame. It’s more centered and focused on getting a single heroic shot. Jumping to film, you’re adding at least two dimensions to their work, not to mention soundtrack, so creative choices become almost endless. Another huge difference is the aspect ratio. Most fashion print shots are vertical. Film is horizontal unless something in the foreground creates a new frame. Reciprocally, fashion photographers have an incredible vision of style. Using color, wardrobe, set, and post to get a specific unique look. It’s been a great experience learning from these incredibly talented visual artists."
For budget reasons, the Journelle films were shot on the HVX-200, but color and texture were manipulated in Apple’s Color to get a more cinematic look and feel. "It’s amazing how far you can push images these days. For the Journelle films we added grain, desaturated the color and basically pulled and pushed the tones and contrast to get the look we wanted." On working as both a DP and editor Andreas comments, "As an editor and DP I know what is possible in post and I’ll often start to edit the film in my head as we shoot. If I don’t feel we’re covered, I often suggest a shot."
Andreas von Scheele is currently shooting a new project with Jamie Isaia and editing a series of films with fashion photographer Vanina Sorrenti.
