Crisp, clean and modern with a touch of weightlessness is how I envision approaching this Virgin America Campaign. We begin by crafting characters who embody the ethos of Virgin, and that ethos is in the details. In the same way, good storytelling in photography is about the details. I like to bring my crew together early on to ensure that the wardrobe stylist, set designer, and makeup artist and I are all communicating and sharing ideas with both you and the client from the very beginning.
I will shoot on a large infinity cyc to create a clean bright space to work with in. I see the key lighting as backlit with the light a soft wrap about the subjects conveying a lightness to the images. A crisp strong key light on the subject will produce a clean, modern feel.
The casting will be both aspirational and authentic. We will cast well-dressed, well-groomed, attractive people who project the archetypes they represent.
My approach will be to capture as much as possible in camera and save the magic/weightless props for post-production. The flying tray I see as a beautiful prop; the spray of champagne is something we could buy in stock and composite. The cloud effect can be done in studio as a special effect by using smoke machines to create puffs of perfect clouds that can be lit to match the light of our scene and seamlessly composited back into the images.
Thank you for considering me for this project. I love working on projects that are both rich in story and image like the comps you have created. I always strive to bring a certain texture and idea to what is essentially a fashion shoot. I believe the hair, makeup, and wardrobe are essential to creating standout images in this hybrid world of advertising and fashion. We will bring together some of the top stylists in Los Angeles to work on this project. Imagine these clean, bright and crisp images as part of the whole that Virgin has created over the years. As an avid Virgin flyer I would be honored to work on this campaign.