A few months back, I was working away with some freelance styling here, some photo assistant work there, when photography duo Saty+Pratha offered me a place on a gig that was going to be one of their most ambitious ones yet. A 2-day shoot, each one 12 hours min, for a brand that was a personal favourite of theirs.
After gladly accepting the job as the photo assistant, it turned out they needed someone to shoot the fittings for 2 days prior to the actual shoot. Luckily, my availability and practise in photography landed me the job, and while I was more than excited, I still had no clue who this was all for. Little did I know, I had completely skipped the subject line of every email that was being passed back and forth from the photographers, to the producers, to me and the rest of the photo team: 'Uniqlo Studio Shoot'.
I'd never been a stranger to the brand. It's not only one of the most well-branded clothing companies I've come to experience over my travels from New York to Tokyo, but it's also the most innovative. Asian brands may have found a strong hold on the beauty market in North America with their technologically-advanced-yet-kawaii-cute products, but they've yet to break through the commercial fashion market. Zara, H&M, Gap; these are the brands we gravitate for their fast-fashion trends, but there's something to be said about their lack of focus on the functionality of their products. It's refreshing to go into a store—any Uniqlo store across the world—and understand the use of each product whether it starts from the material or way of the production of the garment. And Uniqlo has owned this unique experience as part of their brand image.
I couldn't wait to find out who took on the advertising for this richly branded company. On the day of the walk-through, the photography assistant team met up at the studio of S+P, and we began going over how each day would roll out. We'd make a mock set up in their studio to test lighting, movements, and positions. This was when I heard the name 'Leo' tossed around like the name of someone's dog. Leo Burnett Toronto was the agency taking on the campaign that would launch Uniqlo's first locations in Canada. There was a massive synergy about to take place between two huge households: S+P and Leo Burnett, and I couldn't wait to see it in action.
The day came for the fittings and I found myself at Silverline Studios bright and early. Surprisingly, I was greeted by some familiar faces, among them Mirian, the stylist assistant I worked with on the 'Work' music video for Rihanna. Another a fellow Flare fashion intern, Sarah and even the Senior Flare Fashion editor I worked with, Truc remembered my face. It was a foreign but comforting feeling being surrounded on a new set by the people you not only admire and respect, but also share the same past experiences and passions with.
Soon, I was meeting the stylist who flew in from London, Davey Sutton, his assistant Josh Tuckley (who graced me with his excellent taste in electro music), the clients from Uniqlo Japan, and Leo Burnett's creative directors Lisa Greenberg and Ryan Crouchman, and art producer Sabrina De Luca. After the producer mentioned how I was almost casted as one of the talents for the campaign, I finally began shooting the fittings. On the first day, I met with the rest of the talents. Most of them weren't models from agencies but unique individuals from different walks of life living in Toronto. Over the course of 4 days of seeing the same people every single day, I noticed there was definitely a thread weaving its way to tie us all together, from the talents, to the photo team; the wardrobe crew, to HMU; tailors, to clients and even the agency.
Some people say advertising is giving people false hope and expectations, or that it's over-packaging a product or brand. And sometimes I agree, even as a student studying the practise and hoping one day to put my skills to the test in the industry. However, by being a part of the campaign, from seeing how these ideas come to production, I truly felt something unifying everyone in that studio for those 4 days. And pardon me if I sound a bit corny, but I do believe good ideas also have the power to bring like-minded people together. Rather, I can now testify to that.
Check out some of the fittings I shot, as well as the final shots from the Uniqlo Canada campaign below (also found on their website). The first Canadian location, Toronto Eaton Centre will be opening September 30, just a day after the launch party at the Drake General Store, which also happens to fall on my birthday!
So come fall, keep your eyes peeled around the city for billboards and transit posters shot by photographers Saty+Pratha, as well as digital gif billboards shot by the photo team and I, capturing the spirit of these unique and beautiful people in full Uniqlo gear!
