A fashion campaign looks easy from outside: a model, an outfit, a photographer who gets the shot. In practice it's weeks, sometimes months, of planning and a lot of people doing specific jobs. Here is how we run one at Dante's Models, an NYC photography studio and modeling agency, from the brief to the final image.
Brief and concept
Every campaign starts with the client's brief. We need to know more than what they want to sell: the brand identity, the audience, the campaign goals and the story they want told. A sustainable streetwear launch and a high-end luxury collection call for different looks, and so do "edgy and urban" and "elegant and timeless."
From the brief, our creative team builds the concept: brainstorming, mood boards, color palettes and possible narratives. We work out how to turn the client's vision into a visual story that fits the New York aesthetic, or an audience abroad that looks to NYC for fashion. The result keeps the photographer, stylist and models on the same page.
For brands: Give us a detailed, honest brief. The more we know about your brand, your audience and your goals, the closer the campaign will be. Share competitors, inspirations and what you don't like.
Location scouting
New York is a character in many of our campaigns. The neighborhoods give us a lot of backdrops: the brownstones of the West Village, the industrial look of DUMBO, Times Square, Central Park. We look for spots that fit the concept and also work logistically.
That means checking permits, checking the light at different times of day, and thinking about access for crew and equipment. A good-looking street might be too crowded. A great rooftop might need complicated access. We vet each site so it helps the shoot day.
Casting
A campaign is only as strong as the talent wearing the clothes. Once the concept is set, we start casting. We look for people who fit the brand and the concept, not just conventional good looks. Can they show emotion with their eyes? Do they move well? Can they adapt to different styling and locations?
Through our network we present clients a range of models, vetted on portfolio, experience and how they perform on set. We look at their walk and posing, and at their personality and reliability. The right model changes how a garment reads.
For aspiring models: Build a varied portfolio that shows your range. Be punctual, communicate, and bring a good attitude. Look for agencies like Dante's Models that match your goals. Casting is about fit, not just looks.
Shoot day
The crew, models, stylists, hair and makeup artists and assistants arrive on location, or at our studio, often before dawn. Every detail is managed, from the angle of a light stand to where a prop sits, and communication stays constant so everyone knows their role.
Styling, hair and makeup. The team builds the look through wardrobe, hair and makeup. Garments get steamed, accessories laid out, and hair and makeup applied to suit the collection and the campaign's mood. A good stylist creates a character, not just an outfit.
Lighting and direction. We use New York's natural, changing light on the street or lighting setups in the studio to build mood, depth and drama. Each shot is composed so the product looks its best and the story comes through. Our photographers direct the models through poses, expressions and movement. When photographer and model work well together, you get the frames that end up as the key images.
For models on set: Pay attention, listen to direction and be willing to try things. For photographers and crew, keep the mood positive and collaborative. It shows in the results.
Post-production
After the last shot, post-production begins. Our team goes through thousands of images and picks the best ones for the campaign's goals. Then comes color grading, so the images are consistent and the mood is right. Retouching enhances natural features and fixes small imperfections while keeping the model's true likeness. It's about perfecting, not distorting.
We deliver a consistent set of images ready for magazines, billboards, digital campaigns and e-commerce.
Working with us
Dante's Models offers photography studio services, model casting and talent placement for brands in New York and beyond. If you need a photographer, models or a full creative team for your next campaign, contact us. Visit dantet9.com to see our portfolio.
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Photo by Matheus Bertelli on Pexels
