copyright, Alex Prager.
Alex Prager is hot stuff right now. If you haven’t heard of her (shame on you—less telly), you surely will. Her fine art work is brilliantly cinematic. She’s a sort of modern-day Cindy Sherman and has been exhibited at little museums like the MoMA and Whitney in New York City. When Bottega Veneta asked her to shoot their latest advertising campaign, they were rewarded with truly provocative imagery that doesn’t look like all the other current fashion ads. This particular execution (with a not-so-subtle nod to Hitchcock) was created with 2 HMI lights.
Lighting: To mimic and blend with the midday sunlight, Alex has set an Arri 12,000 watt fresnel HMI fifteen feet to camera right, up high and slightly behind the model. A one-stop silk in front helps to soften the light just a touch and create the attractive highlight on his face. An Arri 6,000 watt fresnel HMI with barn doors sits twelve feet to camera left and is positioned in front of the model and lower to help fill the shadows. To achieve this dynamic, upward angle, Alex must have built a stage for the model to stand on.
Comments: Shoot with live birds and you chance the occasional pooping. These pigeons possessed an almost supernatural aim. When the poor model was nicked three times within an hour, Alex told him it was good luck. He had his reservations until he won the local Pick 3 lottery the following day.