MAGNANNI
SS24
The Magnanni Spring/Summer 2024 campaign focused on showcasing the brand’s rich Spanish heritage. The visually stunning set resembles a luxurious Spanish rooftop villa, capturing both opulence and cultural authenticity. Explore my creative journey, from the inception of moodboards to the compelling final images.
MOODBOARD
After interpreting the marketing strategy, the first step of my process was to create moodboards to determine what visual story to tell.
SET CONCEPT SKETCHES
After the initial discoveries, a Spanish rooftop villa felt like the perfect setting for this spring/summer luxury collection. I then sketched ideas to represent this setting while keeping the marketing strategy and warehouse building space in mind.
Phase 1
Changes were made after phase 1 due to building costs within our budget and the ability to explore more of the set with camera.
Phase 2
3D SET BUILD
The next step in the process was to take these sketches and build a 3D model of this set at scale in Adobe Dimension. This was then made into a presentation to send to a team of builders which featured detailed measurements, as well as textures and colors.
SET BUILDING PROCESS
The next step was to oversee the building process to ensure that our visual goals were being achieved. While the set was being built, I sourced props and decorative elements that would really sell that luxury aesthetic.
PRODUCTION MANAGEMENT
Once the set was completed, it was time for the production week. I directed lighting for each scene as well as the composition and framing of camera. These photos were lit and taken with the goal of image compositing to sell the experience of being outdoors. I also managed the talent and staff to ensure that the production progressed according to schedule and all the necessary shots were accomplished.
Unedited Photos
IMAGE EDITING
The final step of my process was to make selections of the best images from the shoot and edit these photos by using a combination of color grading, image compositing, retouching, and illustration.
