“The ideal shooting of brand advertising campaign is an incarnation of creative and technical factors at the day, hour or second of the shooting. You should understand that there is no such notion as “the face of the brand’, because the shooting is a subtle matter, which is created by your inner sensations. The selection of the shooting crew is based on my creative feelings, on my fantasies”, - Alexander Vasilyev, designer, www.vasilyev.co.ua, Ukraine, for FotyMody.

“Идеальная съемка рекламной кампании для бренда – это воплощение творческих и технических факторов в день, час или секунду съемки. Нужно понимать, что нет точного понятия “лицо бренда”. Ведь съемка – это очень тонкая материя, которая создаётся на ощущениях, идущих из души. Подбор команды для создания фотосъемки идёт от моих ощущений, моих творческих фантазий”, - Александр Васильев, дизайнер, www.vasilyev.co.ua, Украина, для FotyMody.

И вот неутолимое желание FotyMody развивать моду с помощью фотографии и фотографию с помощью моды распространилось и на мой, еще собирающийся из кирпичиков фотомир. На предложение поснимать для журнала, да еще и модного, я отреагировал очень эмоционально. Говорю: «А может через годика пол так давайте, я опыта еще поднаберусь». Андрей Гончаренко спрашивает: «Ты будешь ждать, когда станешь крутым фотографом?». Действительно, при желании опыта набраться, откладывать явную возможность сделать это сейчас было бы неразумно, поэтому мы «забили» день для съемки.

The photographer and the stylist of the shooting are the main persons at the shooting area. If everybody understand it, everything will be clear. Model will make emotions and offer what she feels and what she is demanded from the photographer and stylist. Make-up artist and hair-stylist will express their visions in the context of stylist`s and photographer`s desires. The photographer will communicate with stylist and model. Everything is well co-ordinated and simple. FotyMody believes in good result, because we have some "life belts"! One of them, which wasn`t noticed too much, is the choice of the final shots. The great amount of good photos become an archive and world doesn`t see them. At the same time inadequate and mediocre photos become an editorial. It doesn`t mean that someone is right and someone is guilty. Commonly those people who create photos can`t choose them to editorial. There we can talk about the problem of divergence of levels - one level was put at the 1st stage of the shooting and the other one is on the final result. The second "life belt" of the fashion photo shootings is post-production. The colour shooting which looks like "so-so" can be transformed into black-and-white with a subtle movement, and then this shooting will become alive. Torso portrait can be cropped into face portrait and it will become alive too. We are not talking about difficult manipulations - we can add the contrast, stretch model`s legs a little bit, round off her breast slightly, press cellulite at the sides, make red hands more yellow. The nuances of post-production save the photo. Or vice versa - we can use the strong filter and absolutely change the photo, why not! =) These two "life belts" exist always and we can use them if something went wrong at the shooting stage.