Life, death and the normality of everyday existence... with a rock 'n' roll vibe. This was the concept behind Elevator's photo campaign for denim brand Blood & Glitter. Paul Skellett explains the inspiration behind it.
Increasing creative frustration in his former role as head of design and motion media for an international branding organization made Skellett strike out in partnership with award-winning advertising photographer Matt Cannon. Together they formed Elevator in January this year with the intention of providing a full service from concept to creation and delivery.
"We like to think of ourselves as not just thinkers but doers," explains Skellett. "We've a wide range of service skills, all in-house and hands on so we only outsource a skill if we think it's in the interest of the client's project." From design and photography, to branding, copy writing, filming, editing, motion graphics and CGI, Elevator aims to be a one-stop agency.
The project came about through word of mouth, says Skellett, when initially a rep from the Internet company that was creating the back end of Elevator's Web site recommended it to Terry and Lee Fraser of Blood & Glitter.
"Lee loved our brochure," recalls Skellett. "Our style and so called rock 'n' roll attitude fitted in nicely with theirs. We were very impressed with their designs and they with ours. I've never met a client with so much passion for their work."
"On showing our book, Lee picked out two images that were pure gritty art pieces - one of which I had created 60 per cent out of the digital realm and 40 per cent in the physical realm. I knew then that this had the potential to be a great professional marriage," he says.
Defining the brand
The finished artwork from the product shoot incorporates rich, deep colour and complex textures, with the models posed in a gritty urbanized setting with, yet unaware of, religious symbolism all around them. In formulating the concept for the shoot, Skellett was influenced by Jack Kerouac's book Subterraneans and its references to 'Christlike' youths, as well Byzantine-style religious icons.
"Life, death and the normality of everyday existence. We wanted to pull all of that in, but with a difference," says Skellett of the creative concept for the shoot.
Skellett and Cannon worked hard to keep the client confident of the project's direction by getting them involved in the shoot. "A shoot is an event and should be enjoyed as such, we got the food, drink, and sounds," says Skellett. "But all the time you're building an image in the client's mind."
Brand: Blood & Glitter, www.bloodandglitter.com
Agency: Elevator Productions, 01543 472 473 www.elevatorproductions.com
Agency team: Paul Skellett, Matt Cannon, Emma Thompson, Neil Williamson
Models: Daniel Lismore, Tristan Cook, Tom Worrall, Elizabeth Jay, Jolie Myatt, Imogen Gray and Sarah Qaiser all from Adage Models.
Post production: creating fire and flames in Adobe Photoshop