Phase One + Paloma Rincon

Producer + Project Manager + Creative Director

XF IQ4 Launch

For the launch of the brand new Phase One XF IQ4 camera system we set out to do something completely different. To tell the creative story of the camera system and its capabilities we enlisted product photographer Paloma Rincon to create a visual representation of what the new product meant. Rather than the standard 3D images or basic white background images, Paloma created a colorful universe to showcase the brand new camera system. With a ground-breaking 150 megapixels and the best colors in the industry, Paloma worked block by block to build a world that showcased the camera prism and color in her unique style. 

The challenge of this film was that not only was there a full film crew around to shoot the video, but Paloma was simultaneously shooting the still images as well. This way of working can create a lot of challenges. With only one day to capture everything we needed, my production plan had to be coordinated to the detail and both the still image and video teams had to be allowed their own space to create.

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Phase One + Yulia Gorbachenko