In July 2016, JamesGrant Design was contracted to capture Philadelphia Loves Hip-Hop & Fashion-an important moment in Philadelphia’s fashion history in which established and upstart designers collaborated to create a combination fashion show and concert. The event featured a long list of cultural icons including Lady B and Trina, as well as talented local designers Punchline, Burning Guitars, and Zinman’s Furs.
We told the story of this arts and culture event visually. In-order to ensure that we caught all of the special moments of the event, we approached it from different angles-photography with a variety of lenses, videography, in the moment social media posting, and behind-the-scenes interviews.
Photography was our main tool for documenting this event. We wanted to make sure we captured everything-the clothes, the models, the designers, the crowd, the whole event in its grandiosity. To ensure that we caught it all, we used a variety of lenses.
To show the large scale of the event, we used wide lenses, allowing us to demonstrate the grandness of the show itself and to showcase the runway. With wide lenses we were able to capture all of the action and allow those who would later view the images to feel as though they were at the event themselves.
To ensure that the exquisite details of the show were not overlooked, we used zoom lenses. This allowed us to hone in on special, stunning details that might have otherwise be lost in larger scale shots. This was especially important for showcasing the clothing’s textures, colors, and movement.
We also created video footage during the entire event, so that our clients could have different visual perspectives.
During the concert portion of the night, we focused on the energy of the moment-the lights, the sound, the crowd’s cheers, and how all of it combined to form one lively celebration. The visuals created in this part were about being a part of the crowd and feeling the show’s energy in-order to capture it.
To us, an event is so much more than what is going on at surface level. All pieces of it tie together-the grandiose of the surface and what is going on behind-the-scenes. To showcase the work put into the event, we did backstage video interviews of the designers, the makeup artist, and the event host. This gave them an opportunity to share their stories of why arts and culture events are important to them.
Of course, while having materials to memorialise such a fun evening is important, we understand the importance of providing those who are not present with live action. Therefore, we also documented the happenings using smart phones. We shared photos and videos directly onto social media and used hashtags & links provided earlier by our clients.
When the event came to a close, we quickly edited some of our images before heading home, so that our clients could post them immediately to social media. This also gave our clients the chance to get a taste of the work we had been doing throughout the night.
Less than two weeks later, we had sifted through thousands of photos and hours of video to create a package of the top materials from the event for our clients. This was packaged and shared with them for use at future marketing materials.