THE CONCEPT  

Our primary intention is to photograph everyday women, women whom enjoy exercising their own way in Kmart activewear. We wish to show visually what motivates these women about their particular, or moreover, their tailored, individual exercising regimes. 

The selection of scenes will focus upon vivid imagery of our everyday models from varying ages, races and socio economic backgrounds performing their favourites workouts – their way. 

The everyday models will offer a vast collection of physiological shapes, weights and sizes. They will all be positively engaged with the camera to reflect a genuine high-ampere level of energy and enjoyment. The images will reveal them having a deep sense of confidence that is garnered only from a healthy workout commitment. 

All the while our shots will reflect and absorb these women looking radiant, and up-to-date in their various Kmart activewear outfits. 

We wish overall during the shoot to develop a highly engaging, enlivened series of images that show women radiating the positive benefits of taking life into their own hands. They will be benefiting from fun, oxygen enriching workout activities.  

The images presented through out this treatment are part of an ongoing project shot by Chris and his team. This is also our proposed team for this project. Their details can be found at the end of the treatment.

These images capture real talent, not models, all street casted by Chris.

THE MECHANICALS

We wish to capture the motion before the stills, ensuring that clothing, and hair and make-up are all kept intact.

Chris and the art director will be conducting the interviews in conjunction with the creative team (this will be a collaboration between the agency, client and shoot team).

A schedule including talent timings will be supplied prior to the shoot.

THE TALENT

We will run a live casting on site and Chris will capture stills and motion to be supplied to the client for final selection.

As a fortunate aside, Chris has been a member at Northcote YMCA for many years and has established solid connections and friendly relationships with all the YMCA team there, this has afforded him free access to the YMCA patrons for casting other endeavours in the past. This prior casting has seen the engagement of: swimmers, gym, cross trainers, spin and aerobics classes.

Furthermore at the same location there is a large yoga studio that is managed and owned by a colleague of Chris’. The advantage of these proposed locations is that they all rest within a three kilometre radius from Atlantic Studios and all modelling talent would therefore be well positioned on the day, this will make it easier and more flexible to get all the required images efficiently and not robbing us of precious time in travelling. This, by time saving, will in the end give us a stronger library of final finished images.

THE STILLS

We wish to employ a range of inter-changeable coloured backgrounds, chromatically clean yet sympathetic toward the range of Kmart activewear outfits on display.

Our lighting rigs will illuminate a vibrant high-energy level of visual enthusiasm. We wish to keep our shots looking confident, not overly complicated, nor cluttered with distracting background detail – all keeping the mood light and enjoyable. We wish to show engaged, committed performances, so our shots will be lit and captured in a simple clean arrangement that, in the end, speaks volumes for the benefits of getting into an ongoing exercise routine – whilst all the while looking fabulous is Kmart’s latest activewear.

Our models will be captured during the following activities:
– Jumping 

– Hula hooping 

– Skipping 

– Spinning a basketball 

– Kicking a ball 

– Shadow boxing 

– Yoga poses 

– And more… 


THE MOTION

The motion camera will be positioned at the same mark as the stills camera, this will enable visual continuity with the overall set up. It will also facilitate the interchangeability of all our images photographed present and prior.

Both set-ups will be captured in an equivalent focal length, all with prime lenses.

The motion setup will utilise the same lighting so we can switch from stills to motion capture without slowing down the production, set design or modelling talent activities.

All modelling talent will be fitted with radio microphones and will be asked a series of questions by the director. This question time will be carried out in a warm, approachable, casual atmosphere.

By undertaking the interviews gently and casually we wish to ensure that all our models feel relaxed and at ease with the tasks/questions at hand.

THE TEAM

Stills/Director — Chris von Menge
chrisvon.com
sarahewingagency.com/artist/chris-von-menge

DOP — Dan Farmer
danfarmer.myportfolio.com
www.farmwalker.com

Producer — Sarah Ewing
sarahewingagency.com/production

Stylist — Melissa Rutherford
www.melissarutherford.com

Hair & Makeup — Hannah Marshall
www.hmakeup.com

1st Assistant — Rocco

Retoucher – Jamie Phillips
jamiephillips.tv

GEAR

RED Epic Digital Cinema Camera
Samyang Primes
Canon Zooms L-series
2x 5D camera bodies
HMI light
1×1 light panel LED x2
Redheads
Fluoro light bank
HD wireless
Sennheiser wireless lapel
Rode NTG2 shotgun and Zoom recorder
Miller tripod Arrow 25
Mathews doorway dolly

Shoot location — Atlantic Studios

Based in Northcote, Atlantic Studios is Chris and his teams regular studio. The space has 4.5 metre ceilings, heavy vehicle access, a raised cyclorama, multiple shooting walls and a dedicated styling and make-up area. See reference pictures below.

atlanticstudios.com.au