Some locations do more than provide a background. They become part of the story. That’s exactly what drew me to this abandoned cow milking facility in Zingst, Germany.
Feel free to share, this is the shortcut link to the main post: stpvd.com/26/19
When I first walked through the building, I wasn’t looking for old walls or broken roof trusses. I was looking for “texture”. The weathered wood, peeling paint, and open steel framework already had character. The challenge was to use those elements in a way that supported the wardrobe and kept the attention on the model.
BTS photo is below that shows how this was shot.
Commercial and editorial fashion photography, starts with the concept. The location has to reinforce the creative direction while allowing the clothing to remain the focus. That’s why the model is positioned deeper into the frame rather than filling the entire image. The building becomes part of the composition, giving the photograph depth and creating a sense of place, it adds drama.
Lighting played an important role. Professional strobe lighting was added to create separation, maintain detail in the wardrobe, and balance the exposure with the bright sky outside. The goal wasn’t dramatic lighting. The goal was controlled lighting that looked natural while delivering the quality expected in a commercial advertising campaign.
The doorway also became a key design element. It frames the scene, guides the viewer’s eye toward the model, and creates multiple layers throughout the composition. The overgrown vegetation in the foreground adds another level of depth without distracting from the fashion.
After more than 30 years producing commercial photography and motion projects, one lesson continues to prove itself. Strong fashion advertising isn’t built around a single element.
For me there are 5 elements to any successful fashion, beauty, portrait project. They are, and this is not in any order, as for me they are all equally important. If you fail at one, the entire shoot is at risk.
1-Picking the correct model:
Their look, the skin quality, the body shape, the height (Normally for fashion 5′ 9” to 6 feet. 175 to 184 CM), Their conformation, are their legs long or short in comparison to the trunk. Also described as long or short waisted. For a female model, long shapely legs are important to me.
The ability to move gracefully and “Project”. This last one is best described as how much energy does the model exude when modeling. The great ones will perk up when shooting. And, very important, does the model fit the samples? If not, look elsewhere.
2-Wardrobe stylist
3-Makeup artist
4-Hair stylist – on small projects this may be Makeup artist/Hair stylist as one person.
5-Photographer
When everything works together, the image feels believable and gives viewers a reason to spend more time looking at it.
Zingst offered a location that couldn’t be easily recreated. The natural wear of the building, the textures, and the available light all contributed to a visual style that feels authentic. Rather than hiding the condition of the structure, it became an important part of the campaign’s identity.
Photography is always about solving creative problems. Every location presents different challenges, but those challenges often lead to the strongest images. This abandoned dairy facility became more than a backdrop. It became part of the story, helping create a fashion advertising image with depth, atmosphere, and a clear sense of place.
For Photographers
The Gear:
Canon camera using 50 ISO, set to 1/160 second, with a Canon 16-35mm lens adjusted to 16mm using f5.
The Light:
A single Lumedyne strobe head, w/a reflector, mounted to a Sunbounce flash bracket, held the strobe head to a Sunbounce Micro-Mini reflector. This is easily handheld and the Lumedyne pack, is light and small allowing 1 assistant to carry all of this with ease.