As the fashion world shifts more and more away from print and into online motion media, fashion photographers and filmmakers are creating a new genre, the fashion film.
With stunning films by Chanel and Dior and new online video magazines such as the art world’s darling, FLY 16×9, the Haut Couture ad campaign is making an unprecedented leap into motion picture. High fashion has clearly decided that the fashion film is the future.
Director of Photography and Editor Andreas von Scheele, represented by Thomas Turley, at the Right Eye Agency, 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 December 2009. The agency, Paganucci Wolfington, art directed.
This marks Isaia’s and Andreas von Scheele‘s 4th collaboration. They also recently completed a fashion film for Loeffler Randall. Andreas comments, “Working with Jamie is amazing. She knows exactly what she wants, but is very flexible about altering a shot in the moment. She has great confidence and trust in the process.”
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,” Andreas says, “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. For the Journelle films we added grain, selective desaturation and basically pulled and pushed the tones and contrast to get the look we wanted.”
Andreas has often bridged the worlds of fashion and film, having collaborated with fashion photographers Alex Cayley, Tiziano Magni, Nicola Majocchi, Grey Scott, Zach Gold and recently editing a Phillip Lim project with Vanina Sorrenti. He has directed, filmed, or edited 8 fashion films produced by FLY 16×9, for designers such as Lagerfeld, Valentino, and Cloak.
As director of photographer and editor he brings his cinematic storytelling background to help photographers make the leap from print world to the moving image. “My collaborations with fashion photographers have been very interesting. They have a different way of seeing the frame. It’s more focused on getting a single heroic image. They have an incredible vision for style. Using color, wardrobe, set, hair and makeup to get a unique look. It’s been a great experience learning from these incredibly talented visual artists.”
