Capture One
Producer + Project Manager + Creative Director
Capture Dedication
When trying to decide on a campaign theme for an upcoming product launch the word we kept coming back to was dedicated. Capture One photographers are some of the most dedicated professionals in the business, stopping at nothing to capture the desired shot and using the best tools throughout the process. But how do we demonstrate that in a marketing campaign?
We set about to produce the most beautiful and inspirational campaign in the brand's history - Capture Dedication. Following three photographers from remarkably different disciplines we learned how they define dedication and what it means to their craft.
Dayron Vera
Filmed in Dayron's ballet studio in Barcelona, I worked with an external film team (both Danish and Spanish) to create the concept, design the set, and shape the script. In addition, on set during the filming was a select group of Dayron's dancers as he was shooting still images at the same time as the filming. A complex shoot with many parts, the beauty of the visuals paired with hauntingly genuine voiceover by Dayron himself gave the exact effect we were looking to achieve.
Patricia Niven
Continuing the Dedication Campaign series, Patricia Niven let us into her world as a food photographer. Filmed at Høst in Copenhagen, we had the whole location to ourselves to capture not only Patricia's dedication but also the dedication of the restaurant's young chef. Using unique macro shots and liquid nitrogen, we captured the often under represented emotion of food photography. Even after dozens of views I still get goosebumps when I watch it.
Humza Daes
Concluding the Capture Dedication Campaign was New York based photographer Humza Daes. Humza's film was a unique challenge as the project was run from a distance with only a few frames of new footage. Using Humza's own videos, a team in Copenhagen edited the footage to tell an aspirational story of a young cityscape photographer. Adding only a few clips of new footage and a voiceover, we captured what dedication means to an up-and-coming photographer a world away.
Due to ever changing timelines and the difficulty of working with a rogue star on another continent, the entire film was recorded and edited in 48 hours in order to meet the deadline. To find a local videographer to record the voiceover I had less than 24 hours to set up the shoot and brief the freelancer as an incoming blizzard meant we couldn't fly in the usual production team. Not only was dedication captured in Humza's interpretation, but myself and the whole crew involved embodied it as well.
