Original Penguin Fall 2010 Photoshoot | Behind The Scenes

Getting the details right at the Fall 2010 Original Penguin photoshoot

A brand that I hold in high regard and close to my heart is Original Penguin. Around since the 1950′s, Original Penguin has remained a constant- always cool and true to it’s brand heritage. From what I’ve seen so far of the coming Fall 2010 season, my bank account better prepare for some serious damage.

The master photographer, Danielle Levitt, at work with her subjects.

Before the above scenes can take place, a lot of prep and planning go on behind the scenes to make it all go smoothly. The actual snapping of the photos is the culmination of many weeks of interviewing, planning, and scheduling of teams of people and product to get to that point. It takes a clear vision from the top and a group of people with like-mind.

Set building and propping

Once on the location for the shoot, the sets are built and propped according to the themes of the collections- much like what would happen on a television or movie studio set.

All those models need to be primped and polished.

An arsenal of products and tools are always just an arms-length away.

Generally speaking, the mood of a photoshoot is energetic and upbeat, with great rapport amongst the creative team and models (or maybe I’ve just been lucky to work with a lot of nice people). It’s safe to say that a cheerful and positive environment yields stronger results than one filled with tension and that infamous fashion “attitude”.

Danielle working her magic from behind the lens.

The First Few is looking forward to sitting down with Danielle in the near future to hear more about her artistic style, philosophy, and to see more of her ongoing work.

Yo, little man, shouldn’t you be in school?  Oh, you’re right, it’s Saturday. Carry on…

A small sampling of the hundreds of accessories that need to be available for putting each look together.

Where would we be without digital photography? The technical team is able to review every shot on the MacBook Pro as it is taken so that the editing process can begin immediately. Some people argue that digital cameras have diminished the craftsmanship of photography, and maybe so for some “art” photography, but knowing exactly what you have before closing down the shoot sure is great for most commercial work.