The Concept

Taking advantage of Rita Ora’s body movement, strong posing ability and all around style, the idea behind this photo shoot was to show product in motion. The camera angle was low and stationary so that we could compose images together in post to create a dynamic campaign filled with energy and fun. The champion angle also allowed a strong view of the product. Some of the throwback props we brought in, like the boombox, walkman, microphone, etc, gave this concept some context, depth and dimension.

The Shoot

The biggest challenge was that Rita Ora had to shoot in London, while production was in Los Angeles, due to pandemic restrictions. I had to direct the shoot via zoom across four different devices. The situation wasn’t ideal, but the end result made it worth the effort.