Advertising Agency Wrayward came to me with a set of layouts for their client Velux that had an idea as simple as it was beautiful.
With skylights one opens the house to elements of the sky and in many ways brings this into ones home.
Symbolizing the elements in these ads were two kids. One storming through a kitchen with her balloons in the shape of clouds and in another a boy with his kite taking the wind with him insideâ€¦
Prior to most assignments I sit down and write a few words about approach and idea. These treatments are for the clients to see how I plan on executing the assignment but also for me to pre visualize the images and their story. I think about the content and how I personally connect to it. What my view point is and how I relate to the idea. How I think about itâ€¦.
In this the images start to take shape in my mind, I see the different elements and how they come together into one single frame.
I then start thinking about the less tangible parts . The ideas, stories and expressions. This is the truly time-consuming part of a treatment but also the one that to me is the most important:
How to add the emotional elements that makes the image more than a two dimensional surface. The context that exudes this emotion and makes the viewer connect to that singular frame.
The ideas for these shots for Velux were so developed from the agency side I truly got to extend myself further and think about the kids and their metaphor of being of the elements of clouds and wind.
From my treatment:
“In crafting these photographs I want to make strong, beautiful and iconic pictures which at the same time has a whimsical but honest sense to them. Whimsical in idea and character, honest in space and how our talent portrays themselves. Pictures that are cinematic in the light quality and real in the emotional content. Real enough for the viewer to be able to relate to a playful kid and connect to the storyâ€¦
Who are these kids? What do they think and dream of and how do they embody their outside element?
The questions are fascinatingly open endedâ€¦
I see the kids as dreamers. Harnessing a bit of the outside as in capturing a dream. It is with them inside. Through the skylights the world is wide open and the kids have a limitless attitude. In this moment of carrying the world and itâ€™s gentle elements thereâ€™s a fearless sense of pursuing ones dreams.
Thereâ€™s a sense of excitement and curiosity and just being a kid. Both of them inside doing out door stuff, carrying themselves with a feel and sensation of getting away with it.
The girl with the balloons is as ethereal as clouds. Just as the changing weather she has this intangible qualityâ€¦
A smart, beautiful girl with a bit of tomboy attitude.
The boy, a care free windsurfer with a mischievous smile of certainty. Certain that whatever he does, its the right thing to doâ€¦”
Iâ€™m not sure if I managed to capture my intentions of who these kids were.
In some ways itâ€™s not so much the point either.
Itâ€™s more about having that something to strive and reach for in my quest to create better and better picturesâ€¦
Big thanks to Scott and David and everyone else at Wrayward for fantastic creative and trusting me with their ideas.
Iâ€™m in great gratitude.
And please check out the Behind the Scenes Video of how it all came together…
See full post here: Erik Almas Photography2014-04-09.