Hi! I’m a Munich-based visual consultant with almost 15 years’ experience in the photo industry.
I‘ve worked for magazine publishers, such as Condé Nast, photo agencies in Germany and New York City, as well as marketing and creative agencies.
My first playground (aka internship) was at a small radio station in my Austrian hometown of Graz where I discovered the power and magic of editorial storytelling. I loved every minute of it.
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SHUDU
These digital images created in early (pre-Midjourney) 2022 for the print issue of FF2 cost me, frankly (and literally), quite a few grey hairs. The idea was to produce a story about the future of fashion. The metaverse had its big moment (is it still happening?) and many brands wanted to play a part in it. So, we decided to commission the most successful digital model at that time, Shudu, dressed in digitally created designer couture on a (digital) trip around the world. The challenge for the art team was to create great images that are designed for a digital world but published in a print magazine. I decided early on that we need to collaborate with a real-life stylist as opposed to a digital stylist and use real imagery for the background to make it look as realistic as possible. The goal was to create a fashion spread where you could hardly detect that almost everything in the picture is not real.
With no prior experience for this kind of shoot on my end, we depended on the technical skillset of the „digital creator“ of Shudu and his willingness to cooperate with us to execute our own creative vision. We became this random squad consisting of our art team, the stylist, the digital creators and the model booker divided on three different continents, working on one project. I have no objective opinion if the images turned out any good but I can honestly say that producing real images is much more fun.
Styling:
Publication:
Soo-Hi Song/Shotview
FREUDE.FOREVER Magazine