The brilliant and creative minds over at Atomic Clock Cinematic Arts have done it again! Ever since my first introduction to this team at The Heart Truth Fashion Show in March, I’ve been impressed by their fashion film prowess and the staggering lineup of designers and brands on their roster. I still can’t believe that a company with this kind of industry clout has allowed me to observe the action and assist at prestigious fashion events like the shOws at the Ritz Carlton. The latest invitation really blew me away…
This time, ACCA offered me exclusive access to watch fashion film magic in the making featuring exclusive garments by Canadian designer Evan Biddell and a jaw-droppingly beautiful creative concept. This was my first time on set for a fashion film and it was truly incredible to watch the vision unfold before my eyes.
Today, I’m thrilled to share my exclusive experience with you…right here! Keep reading to enjoy behind the scenes photos, snippets from my interview with Evan Biddell and of course, your FIRST LOOK at the fashion film!
twenty three twenty eight
An in flight journey of rising and falling while reaching for the unreachable.
“The film is about life in your 20′s…simply how I have been feeling.”
Evan Biddell, Designer
How did the concept of the film inspire your designs?
EB: Normally if you’re going to shoot something, you make your collection and decide which photography techniques to use afterwards. This was completely backwards – the clothes were designed and made for the shoot. High volume, lightweight, contrasting satin versus chiffon, completely inspired by the slow motion concept. This is the shoot we wanted to do and we needed clothes that would respond to this environment.
As a designer who rarely sketches, describe your design process for this film.
EB: I cleared my cutting table, rolled out the fabric and then cut the piece out with my rotary cutter. The process is completely driven through the cutting. Once the fabric is cut, it’s an experimental and evolutionary process. I was very comfortable making these pieces because I love one-size evening wear – most women are comfortable with their bodies and want something comfortable and elegant.
Tell me about the fabrics and textures that you used in these designs.
EB: I used this beautiful crepe-back satin for the first and second looks; it has a nice weight to it. I also used a bit of ostrich black patent leather on the shoulders of one dress to take it up a notch. I used sheer silk chiffon with an antique lace trim for the third look.
I was instantly captivated by the stunning Serafima as she bounced gracefully on a trampoline with yards of silk floating around her. I watched in awe as she jumped and fell repeatedly under bright lights and blowing fans all while maintaining a hauntingly beautiful gaze and holding gazelle-like poses. Pretty amazing work out if you ask me!
Co-Directors Grant Padley and Kevin Hedley of ACCA worked in unison with Evan Biddell to create and execute the vision with a small, yet immensely passionate and talented crew. I enjoyed watching them direct Serafima on the trampoline and giggled when they took to the trampoline themselves to demonstrate their ideas.
Directors Notes from Grant Padley at ACCA:
For over two years Kevin Hedley and I had been developing the concept of shooting a “flying model” with a high speed camera. Designer Evan Biddell was the clear choice to collaborate with us and when we met with him he jumped right in creating three incredible designs exclusively for this Fashion Film. Most importantly, Evan was able to take the idea and give it a story arc that reflected him as a designer in the here and now.
As we moved into post production it became very clear that we were creating visual poetry…Haiku so to speak. Editing took weeks to get the tone, pacing and effects perfect and once Cris delivered her score, the film found its “soul” and took on a life of its own.
The live imagery was truly beautiful, but when I saw the playback on-screen, my jaw literally dropped. Shot with a state of the art RED Epic Camera at 400 frames per second, the result of Serafima’s trampoline romp is a symphony of silk and powerfully raw emotion. It was fun to bask in the excitement with the crew as they watched the concept come to life.
The concept – my favourite part. Making the leap, reaching for the stars, taking a chance…and missing, falling, crashing to the ground…yet rising again, with renewed confidence. A feeling we all know too well; one that drives us to push through and move on. Grant, Kevin and Evan brilliantly captured this emotional flavour with uncomplicated imagery and design, emphasized in slow motion. We feel hope as she reaches, defeat when she falls and strength as she rises again, enjoying three unique looks along the way.
Sit back, turn up your speakers and enjoy this exclusive teaser! Don’t be surprised if the sheer beauty and emotion of this poetic film brings a tear to your eye…
Thank you to Atomic Clock Cinematic Arts and Evan Biddell for inviting me into this experience – I’ll never forget it and I can’t wait to see the film in its entirety!
Here are some of my favourite behind the scenes shots: