Liz Von Hoene shoots “Live Colorfully” stills and motion for Kate Spade

Liz recently shot a spring fashion campaign in New York for Kate Spade, along with video that’s being featured both at the designer’s website and in New York City taxi cabs. The mood of the work is buoyant, playful, and poppy. “The whole campaign is about living colorfully,” Liz explains, adding that “play hooky” and “capture the moment” were the other punch words the client gave her.

The setting was Jacob Riis Park in Queens, and though you can’t tell it from these ads, the shoot was in November, when the weather is hardly springlike. “It was, like, 45 degrees,” Liz recalls. “We all had on five coats.” The AD for this campaign was Yael Eisele; Alison Stiler was the art producer; Theresa Canning Zast was the creative director; and Deborah Lloyd was the executive creative director.

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Liz—who has shot numerous fashion-themed videos for Neiman Marcus, such as “On Cloud Nine”—also shot a trio of videos that day that embody the fresh, playful, and, of course, colorful spirit of the new Kate Spade clothing collection. One of them, called “Live Colorfully,” features a model arranging a flock of pinwheels on an ordinary chainlink fence.

Here’s a screenshot of it as featured on the Kate Spade homepage:

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And here’s the video at a dedicated Web page that Liz and her studio manager, Meghan McNeer, set up:

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Click on image to access video.

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“The pinwheel one was an interesting situation because they wanted to have it appear as if it took her a whole day to assemble this wall, so we needed morning light and evening light,” Liz explains. “So we’d shoot a couple of shots for print and then go run her back in that pinwheel outfit and shoot more video. We had a whole pinwheel digital tech team that stayed there all day with the pinwheel wall, and there was another crew that traveled with me. I’m proud of that video because it was a matter of really wanting it to feel like you see the time of day pass. We had almost lost the light by the end of that last shot.”

Here are some behind-the-scenes Polaroids shot by Meghan:
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The other video the client requested centered on a model driving a car and also featured a pinwheel. Herewith, “Play Hooky”:

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Click on image to access video.

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“The car video was actually done in one take because the model couldn’t drive a stick shift,” Liz says with a laugh. “She rolled the car in neutral and used the emergency brake to stop it.” That kind of seat-of-the-pants improvisation was actually part of the plan—Liz and the client talked ahead of time about the value of being flexible during the shoot, especially because they had just one day to get it all done. In the car video, for example, the model gets out and stands the pinwheel up on top of the car, a cute twist that Liz thought up on the spot.

“We talked early on about being open to improvising when it was right,” says Liz, who shot both the stills and the video with the Canon 5D Mark II and worked with Industrial Color, who did all of the stills and video-capture work. “When you let things roll and everyone’s on the same page, you can produce a massive body of work.”

Liz and the client had originally reviewed concepts for two videos, but at the end of the shoot, Liz saw an opportunity for a third one and went for it. “We had wrapped, and we just had dusk light, but I had been thinking about doing one more with the model behind the pole doing a dance with her arms. The video crew was real resilient—they turned back around, and we shot it super fast.”

You can view that video, called “Capture the Moment,” and the other videos—as well as some outtakes from the shoot handpicked by Liz—right here.

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One Comment

  1. Posted 03/25/2010 at 6:08 pm | Permalink

    Hi, Dawn. I forwarded your message and you contact info to Liz’s studio manager. They’re out of the country on a shoot, so it may take a little bit for them to get back to you.

    Best,
    Kristina


2 Trackbacks/Pingbacks

  1. [...] • Liz Von Hoene shoots “Live Colorfully” stills and motion for Kate Spade [...]

  2. […] To read more about the shoot check out Stockand Martels blog here. […]

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