Completed as a part of an upper-level Advertising Photography course, we were tasked with recreating a brands marketing approach. I took inspiration for this series from Gap's 1988 Individuals of Style campaign. Created as a homage, this project focuses on a time in advertising when the product being sold wasn't even so much a product as a lifestyle.
Through lighting the aim was to create a sense of flair, while keeping in mind graphic elements to be added later on in post production. It was a simple approach and style to recreate, using only two lights to bring back life into this class campaign. Simple, yet oh so right.
Images were edited in Photoshop to even tones, and type was set in Illustrator. The process here was to engage the viewer and, in GAP's own words, invoke a sense of "taking risks without keeping score".
One of the final goals was to create images that could be versatile enough for not only a typical magazine spread but for multiple mediums (after all who doesn't want their face on the side of a stadium).