WHAT ’ S REALLY GOING ON BEHIND THE SCENES ?
EHIND THE SCENES
WHAT ’ S REALLY GOING ON BEHIND THE SCENES ?
Molo ’ s Brand Manager Nini Andersen is taking us behind the scenes to get just a small glimpse of what ’ s really going on prior , during and after a big photo shoot on a location like this .
HOW DO YOU PLAN A BIG PHOTO SHOOT LIKE THIS ?
One of the first things we do is to scout for the perfect location and think creatively about situations , props and light for the shoot . For several years , we have worked with Natasscha Girelli , our cool art director , who challenges us in every creative aspect . For this shoot we thought the Amager Beach Park in Copenhagen was perfect . It ’ s the ideal mix of an urban seafront , massive surfaces , cool angles and the horizontal view between the industrial looking ground and blue sky .
Next up is creating the looks , finding the models and the right photographer . When we put together the looks , there are a lot of considerations to be made and taken into account . The season ’ s colours and prints are one thing , but another thing is to somewhat clarify the overall Molo look representing the entire collection .
To create magic , the photographer needs to be able to capture and preserve the Molo look and vibe . And as we ’ ve worked with Claus Troelsgaard many times before , we knew he was the right man for this job .
Finding the right models isn ’ t an easy task either . We try to find some of our own models by spotting them in the streets and the rest we book via an agency . Whenever we do a photo shoot we always work with local models . It ’ s easier when it comes to logistics , as we know the weather in Denmark is very challenging . Since you can plan pretty much everything , besides the weather in advance , it ’ s of crucial importance to have a flexible team . Also , the local kids know and thrive in the environment – and that shows in the pictures .