Commercial Work - Icarus

Advertising campaign + backstage. See another image of this campaign here: [link]

This is one of my recent works for Unirisc Group and part of an advertising campaign. For people interested in how an advertising project works, I would like to take this opportunity to give you more details on this particular image (a new one will follow in September, but I can't show it at the moment)

The brief was to represent how Unirisc could help fighting administrative fraud. The concept of Icarus was created by Siltan, the communication agency with which we had already collaborated in the past. My responsibility was to shoot the photo and make the retouching.

This has been a great experience for all of us. This kind of work is a tight collaboration between professional partners and we easily managed to complete it in ten days from the brief to my final photos.

It all started out (on Monday) with an initial meeting where we discussed the model, studio, props and of course, the concept with the communication agency. Based on their initial sketches, I came up with some more advanced compositions, which a richer photo-background and a shaded version of the model. This helped me explain the lighting set up that would be required.

Based on a list of photo-studios I gave them, the agency then handled all the logistics: from contacting the model to renting the studio and assistant... and of course, finding the props too.

Four days after the meeting (Friday), I shot the model. Having an assistant was a great help, since he of course knew so much better than me the lighting equipment they had. Photos were shot in the morning, I then came back to my office and selected the two final images. I started working on them on the weekend and by Monday evening, a first draft version was completed. Final adjustments were done on Tuesday with the agency (for instance, the papers in this version were drawn by them)

My final photo was a whopping 4700x5200 pixels image that was then cropped to match various medias.


(c) 2009 JS Monzani / jsmonzani.com for Unirisc Group. Please do not use any of my images without my agreement. LEGAL ACTIONS WILL BE TAKEN IF YOU DO NOT RESPECT THIS COPYRIGHT