Check out the Behind the Scenes video!

Receiving an email from a client you haven’t heard from in 6 years that wants to do a new fashion shoot in a NYC penthouse is always a fun surprise! The last time we had worked together we produced a challenging ad for Head & Shoulders in Miami.

The new campaign, featuring Mossimo, was based around 4 models and a NYC rooftop with a discerning view at sunset. I love shooting in NY at night and the hotel penthouse at the Cooper Square Hotel, now the Standard East Village, is awesome. I actually shot at dawn and sunset so we could have the quality of light in the reflections on the glass that I love so much. It’s so beautiful when you’re up high in NYC. There’s something to see and appreciate from every angle.

This shoot was very challenging, and some of the logistical considerations included getting the gear and furniture to and out of the penthouse location, propping the columns with metal, having enough electric to run our lights, the stylist’s several curling irons and blow dryers, the 16 hour day/night shoot, etc..etc…

We were shooting in October so we were a little concerned with the comfort of the models; being up on the penthouse through the night and shooting outside. There is wind and it did get a little cold. We had arranged for large heaters to keep the girls and guys toasty while not melting the designer furniture.

I work in NYC and Miami and was able to rely on Miami contacts to help provide us with great talent for our shoot, as the talent budget was tight. Lots of us split our time between NY and Miami and casting Miami talent can sometimes help with budgetary constraints! Especially since some of the talent that are working in Miami for the season are actually from NY.

In fact, at one point, we were thinking of producing the shoot in Miami for budgetary reasons but my Agent and Producer from ME Reps was able to cut costs by scouting and taking on various other tasks we would normally outsource, which allowed us to keep the shoot in NYC. Thanks to Efrat for being a great producer as well as a great Agent!

Though we were shooting Mossimo wardrobe, we provided the accessories and had to be very resourceful. Here’s a quick look at some of the accessories for the shoot. Do you see the red-soled shoes….take a guess at the cost of just those!

In the BTS Video, you get a chance to see how much goes into “Accessories” that you need on hand at a fashion shoot.

Make up and hair are a huge consideration for me. Especially hair! It seems my photos live and die by the quality of the hair in the shot. I work closely with Chris, my retoucher, and we can change a face, a head, expand and contract, lengthen and slim, but it seems a bad hairstyle can ruin the shot.

I take great pride in putting together great teams on my shoots. I do a lot of homework on each project we take on to find just the right talent for each position in the crew. You’ll see when you work with us- everyone on set has earned his or her spot!

I’m very proud of the team and work on this shoot as it was very demanding producing 4 final images in a one night shoot with the level of finish and art direction required in each one to satisfy all of our needs.

Take a look at the Final images!!!

After-Sunset-102_V2finishedc1_r3flatwithlogo

Shooting for Mossimo