The Art of Living - Shoot BTS

If anyone asked a 16 year old me to describe her dream career. Conceptualising, developing & directing an editorial shoot in Italy would have been one of the answers. 12 years later that dream became a reality. Here is a glimpse into the thought processes, and journey through the lens of my creative vision for “The Art of Living” launch campaign.

ROC Aperitivo, the new kid on the drinks block, embodies elegance, sophistication, and modernity. For this shoot, I aimed to contrast the crisp modernity of the bottle with the warmth of nostalgia—a carefree Italian summer and the rich tradition of aperitivo hour. Through the magic of visual storytelling and authentic moments, the shoot was set to encapsulate the very lifestyle that this brand represents, inviting the audience to immerse themselves in the essence of Italy through an editorial lens.

Key themes:

Warm and Vibrant: To capture the essence of a bright Mediterranean summer, I opted for a warm color palette, with muted pops of blue and green. These colors were carefully chosen to evoke the feelings of sunshine and happiness.
Natural and Candid: Authenticity and spontaneity were at the heart of this shoot. I wanted to emphasize candid shots that captured genuine interactions and unposed moments. It's in these unguarded instances that the true beauty of life unfolds.
Golden Hour Magic: The soft, golden lighting of the golden hour played a pivotal role in infusing the scenes with a dreamy and romantic quality. It's during this magical time of day that the world seems to slow down, and everything takes on a timeless charm.

Learnings
Creating a shoot of this scale took a significant amount of planning, and as expected there were elements beyond my control (flight delays and storms) However, here are the key things I would recommend ahead of any shoots abroad.
- Options are a must. Having multiple options and scenarios makes decision making and pivoting on the day easy and seamless.
- Keep it lean. Big teams are good, but lean teams can move quickly, especially on location.
- Be flexible. Sometimes the best shots are improvised. Be prepared to adapt and be open to new ideas.