InternatIonal Masters In FashIon PhotograPhy - EFTI

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International Masters in Jacques Olivar Fashion Photography

TEACHING PROJECT From the very beginning the world of fashion communication through image has been based on a continuous change aimed to adapting itself not only to the shifts in fashion industry and design, but also to the constant adjustments regarding our contemporary society. The International Masters in Fashion Photography concentrates its attention on fashion communication through image basing its program on our contemporary culture. Events deriving from knowledge in digital technology like documentary photography applied to cool-hunting, fashion film or the reality of online editorial; or style applications deriving from technological changes like hybrid cameras for digital filming and photography, or new media applied to imagery, have changed the fashion communication panorama through image forever. the main reason why this Masters focuses on the subject of fashion photographer’s work management, creation of a network of contacts, communication strategies and team motivation. This program aims to generate an active space for reflection and above all, of practice in fashion communication through images in our contemporary culture. Focusing its attention on the process of creation, this Masters represents a complete tour through the phases implied in the production of fashion photography, from the genesis of an idea to its diffusion passing through the relationship which is inevitably created with the artistic team implied in the production of the images, the agencies and editorials. Fashion photographers are not only photographers: they are above all communication experts that use new forms of media to generate extra meaning through their images. Through the course’s program and the workshops held by first class fashion photographers, the students will have access to the technical aspects needed to develop excellent imagery, but most of all they will work on their analysis capabilities with the objective to relate images to their contemporary visual culture. On the other hand, the speed in which ideas are transmitted in our contemporary culture has changed the fashion photographer’s day to day work style. Today a fashion photographer’s job is based on 20% creation of images and 80% research and work management. This is The International Masters in Fashion Photography is a unique program, which responds to the lack of international proposals focused on the practice of contemporary fashion photography, sensitive to technological and social changes in our contemporary culture. The International Masters in Fashion Photography represents a complete tour through all the production phases implied in a fashion photographer’s profession. The program is not only centered on photographic techniques, but also on other aspects which intervene in the process of the creation of fashion photography. This Masters is drenched in the changes produced in fashion photography since digital revolution, changes that have affected the way in which photographers relate to their market, establishing professional relationships and generating a brand image. It also focuses on the contact between fashion photography and video through Fashion Film. students create networks that allow them to initiate their professional carrier and at the same time complete their studies. The program consists in two different cycles: theoretical and practical subjects focused on the production of contemporary fashion imagery and workshops with first class national and international photographers. It also counts on the analysis of student work in order to assist them in the development of a portfolio and to guide them in their career. The program concludes with a viewing of the portfolios through the eyes of a group of professionals of the medium. The connection of the Masters program with the industry of fashion, the professors and the projects the students will be producing, helps PROGRAM HISTORY AND VISUAL CULTURE A good preparation in fashion communication through imagery must be based on a profound capability to analyze images, sociological tendencies and fashion design. Fashion photography has always been built around the photographer’s capability to create images that express avant-garde attitudes that mark new trends, not only in clothes fashion, but also in the way to act or in the structures that society has created around the industry. This capabilibity to turn a careful eye onto the present and a profound knowledge of fashion history, is the ground on which fashion images are created, images which are considered to have an avant-garde touch. On the other hand a critical view of the novelties in fashion photography allows our students to evaluate, analyze, understand and compare the strategies and trends of the most influential contemporary photographers, and also to examine their own images in a critical way. Fundamental aspects of contemporary fashion communication like blog tendencies, coolhunting and other proposals that use the web as a ways of communication, will be the basis of the trend analysis classes, giving the students access to a world that goes beyond the editorial aspect of conventional fashion. History of Fashion Photography Dir. Miguel Oriola (Photographer) A walk through the main milestones of the history of fashion photography (12 hours) History of Fashion Design Dir. MARINA VALERA ( Beauty and Fashion Editor in VOGUE Spain) Short introduction of the history of fashion design (4 hours) Contemporary Fashion Design Dir. Inés Lorenzo ( Director) This class focuses on the analysis of the proposals of contemporary fashion design and studies its implications in social tendencies and style (6 hours) Creativity Dir. Javier Vallhonrat (National Photograghy Prize Winner in the year 1995) (20 hours) PHOTOGRAPHY LANGUAGE: TECHNOLOGY, DIGITAL POSTPRODUCTION AND LIGHTING This series of classes represents the backbone of the Masters and is dedicated to photography, both from a technological and a semiotic point of view. Dynamic expertise adapted to innovative technology and to the ever new means of creation offered by photography, are essential in the evolving situation that photography encounters itself in today: in other words it regards the relationship between video and photography or recent tendencies in digital retouching with 3d elements. The objective of this module is to offer the student a contemporary technological know-how, and to promote interest and curiosity towards modern technology. This part of the Masters forms the student, giving them the necessary knowledge on photography semiotics as a language: analyzing how decision making affects the way a spectator interprets the resulting image. The composition, the control over the perspective, angle of camera or the choice of photographic shooting just to name a few, are the substantial elements with which the spectator comes in contact when looking at an image. This happens more frequently in fashion photography where the image maintains itself in a complicated balance between art and commercial photography. This module also includes classes on lighting techniques as a fundamental aspect of fashion photography. An essential part of the photographic language is the way light is employed in fashion. A high percentage of the esthetic aspect of fashion imagery is expressed through light and it is also the basis on which the approach or the spectator is defined. Substantial aspects like clothes, make-up and acting maintain a special relationship with the lighting, and this is why a fashion photographer must know, not only technological aspects or tendencies, but also fashion history and its application in other areas like film. CAMERAS, SENSORS AND LENSES Dir. Valentín Sama (Photographer and Director of DSLR Magazine) Cameras, sensors and lenses (9 hours) DIGITAL TECHNITIAN Dir. Omar Josef (Digital Editor) The role of the digital editor. Capture techniques: Capture One, Lightroom (8 hours) BASIC STUDIO LIGHTING TECHNIQUES Dir. PABLO ESTÉVEZ (Photographer) Basic lighting techniques, photometry (9hours)

FASHION SHOOTING II: ON LOCATION Dir. Estevez&Belloso (Photographers) (16 hours) Pre-production: choice of location, casting, lighting tests, design and coordination. Session/shooting: edition and postproduction of the images. net and brands look to conquer strong visibility on the web through their campaigns. This along with the introduction of hybrid cameras by Canon, Nikon, Panasonic or Red One, has opened a new market for fashion photographers: video editorial or Fashion Film. FASHION SHOOTING III: ON SET Dir. Eugenio Recuenco (Photographer) (16 hours) Pre-production: choice of location, casting, lighting tests, design and coordination. Session/shooting: edition and postproduction of the images. Any contemporary photographer should learn to recognize and work with a hybrid medium where the borders between language, still imagery and image in movement become blurry. At the same time, new production strategies come to life and manage to join the production of still and in-movement imagery in a single process. This not only affects the creation of new media, like Fashion Film, but it can also change the way photographers plan a fashion session. THE FASHION INDUSTRY This part of the Masters specifically regards the fashion industry, focusing on the relationship between the photographers and the industry they work for and also on the mediums that fashion photographers contribute to with their images. This group of classes introduces the students to the way this industry functions and establishes the basis for a relationship between photographer and the industry. This portion of the program centres its attention on the two main industries in fashion photography: advertising and editorial. These workshops regard a first approach to the industry of fashion photography, students will work hand in hand with professionals involved in fashion production: editors, art directors, accounts executives, fashion designers, stylists, make-up artists and models. ADVERTISING AGENCY Dir. Emilio Saliquet (8 hours) ADVANCED STUDIO LIGHTING Dir. PABLO ESTÉVEZ (Photographer) (8 hours) Studio lighting. EXTERIOR LIGHTING AND LOCATION LIGHTING TECHNIQUES Dir. Juan Santa-Cruz (Photographer and Director of Photography) and Daniel Parrilla (Gaffer and Head of the Electrical Department) Advanced lighting techniques in exteriors and on location using flashes, natural lighting and continuous light (18 hours) IMAGE EDITING AND PROCESSING Dir. Omar Josef (Digital Editor) Editing and retouching in Lightroom and Photoshop using the Macintosh platform (24 hours) GRAPHIC DESIGN AND LAYOUT USING INDESIGN Dir. Rocío Ballesteros (Diseñadora) Basic concepts of design and layout using Indesign (12 hours) PRODUCTION DESIGN AND ART DIRECTION Dir. ILDUARA VANDALL (Production manager) How to be an art director in photography (6 hours) PRODUCTION AND CREATION OF FASHION PHOTOGRAPHY This part of the Masters, regarding production, refers to a practical and fundamental part of a fashion photographer’s job: knowing how a fashion shoot works in its whole, from the preparation, planning and production of the shoot, to the shoot in itself, postproduction and photographic retouching of the material produced. This area of information aims to endow the students with the necessary tools needed to deal with the creation and production of an entire fashion shoot, both in preparing the needed material and creating a good relationship with the artistic team involved. These classes are fundamentally practical; so that the student can participate in the creative process of a real fashion shoot directed by a professional fashion photographer while counting on an active participation of the students as photography production assistants. FASHION STYLING Dir. JOSÉ FERNÁNDEZ PACHECO “JOSIE” (Stylist). (6 hour) The job of the stylist, design and preparation of a stylebook with its relative references. Shopping, style try-outs with necessary changes, the relationship between styling and acting. (6 hours) THE FASHION MAGAZINE Dir. Yolanda Muelas (Director for Metal magazine) (11 hours) THE CREATIVE PROCESS OF MAKE-UP AND HAIR STYLING Dir. Ricardo Calero (Hair and Makeup Artist) The role of the make-up and hair styling artist, preparation of a stylebook, relationship between make-up, light and styling (6 hours) BOOKERAGE AND MODEL MANAGEMENT Dir. Fernando Merino (UNO models director) (4 hours) PREPARATION OF THE SHOOTING: CREATION OF MOODBOARDS Dir. VICKY SÁNZ (Production manager of S Moda) (3 hours) How to present and expose a shooting project. THE ONLINE PUBLISHING MARKET Dir. INÉS LORENZO (Director of (4 hours) ART DIRECTION OF FASHION BRANDS Dir. María Barros (Designer) (4 hours) THE PHOTOGRAPHY PRODUCER Dir. Agustín González (Aproductions’ director) (4 hours) MODEL DIRECTING. (8 hours) Keys to directing a model. THE PHOTOGRAPHY ASSISTANT Dir. Rafael de Labra (Photographer and Assistant) (4 hours) MEETING A MODEL Dir. MADELEINE HJORST (Professional model) (4 hours) Meeting with a professional model in order to discover first hand the daily life of this profession, since it is so closely linked to that of fashion photographer. MANAGING PHOTOGRAPHERS Dir. José Murciano (Director for Agencia Enrimur) (4 hours) MODEL TEST Dir. Alejandro Brito (Photographer) (24 Hours) The creation of a Model Test. Theory and practice in a studio and location FASHION CAMPAIGN WORKSHOP Dir. María Barros (Fashion Designer) (11 hours) FASHION EDITORIAL PRODUCTION Dir. JULIA BEJARANO (Production of Marie Claire España) (6 hours) What is a fashion editorial? Review, through real practical examples, of all the elements comprised in the fashion editorial production. MANEGEMENT AND COMPANY Dir. Javier González (Lawyer specialized in copyright) (6 hours) Legal aspects of the photographer’s professional life (copyright, image rights). Basic procedures for a freelancer: Quoting and invoicing. FASHION SHOOTING I: STUDIO Dir. José Morraja (Photographer) (16 hours) Pre-production: casting, lighting tests and styling, design, coordination and moodboard. Session/shooting: edition and postproduction of the images. FASHION EDITING WORKSHOP Dir. Olga Liggeri (Director of Vanidad magazine) (12 hours) MANAGEMENT VIDEO & FASHION FILMING Internet has opened new possibilities in the world of fashion communication and of image creation that go from the interactivity of social networks to video and multimedia contents. Magazines direct their efforts and contents towards achieving a solid position on the Inter- BASIC TECHNOLOGICAL KNOWLEDGE ON DIGITAL CINEMATOGRAPHY Dir. Luis Ochoa (Digital Editor and Colorist) (6 hours) Video digital formats, codecs, compression formats, workflow in HD and HDSLR. CAMERA EQUIPMENT AND HDSLR FILMING Dir. Thiago Quadrado (Photography Director and Colorist) (6 hours) HDSLR camera configuration. NON-LINEAR EDITING IN ADOBE PREMIERE Dir. GONZALO P. MARTOS (Digital Editor and Colorist) (16 hours) Editing and color timing in Adobe Premier. Editing in Premiere, color correction, conforming in Premiere. COLOR GRADING AND COLOR GRADING IN VIDEO Dir. Thiago Quadrado (Digital Editor and Colorist) (12 hours) Light and color editing in Da Vinci. NEW HYBRID PRODUCTION SYSTEMS Dir. Juan Santa-Cruz (Photographer and Photography Director) (6 hours) The Red One System and the EOS system FASHION FILM WORKSHOP Dir. Diana Kunst (Photographer and Photography Director) (20 hours) The universe of Fashion Film, commissioned project for the students.

Richard Ramos

An essential part of a fashion photographer’s training was that to share a workspace with an established fashion photographer as an assistant. In this way young photographers learned to work with methods, both on a technical and business level, along with the intangible human aspects of working with a team of people. Nowadays this technique is not as common or is more complicated since being an assistant has become a professional job or maybe because the amount of future photographers has grown and has become more numerous than the professionals. These professional workshops intend to be a substitute, in the Masters program, to this past practice. The workshops are freely designed by the professional photographers themselves and the basic idea is to dedicate time to learning from their professional experience. The students are thus able to witness the production of a photographic session and then to study the results of the session along with the professionals. Finally a viewing of the work the students developed during the workshops is held. The workshops will be taught in English. WORKSHOPS WITH PHOTOGRAPHERS Introduction, session, viewings (each workshop will last 20 hours) Eugenio Recuenco Xavi Gordo Miguel Reveriego Enric Galceran Hunter & Gutti Magdalena Wosinska WORKSHOPS WITH CREATORS OF OTHER DISCIPLINES Creators of other disciplines contribute to the global idea of the Masters with their interesting points of view. Art directors, Fashion Film creators, Prestigious stylists, Make-up artists, Fashion Designers, Art Photographers, Documentalists, Editorial or Film Portrait Photographers, will give an ample point of view of the industry while helping students open their minds to the many options offered by fashion photography. WORKSHOP WITH A GUEST ARTIST I Dir. Mikel Bastida (Photographer) (20 hours) WORKSHOP WITH A GUEST ARTIST II Dir. Cristina Ramos (Art Director). (16 hours) WORKSHOP WITH A GUEST ARTIST III Dir. EspadaySantacruz Studio (20 hours) ANALYSIS TUTORIALS AND PORTFOLIO PRODUCTION Every student will participate in tutorials and in the development of a portfolio twice a week with an approximate duration of three hours per encounter. These activities will create an exchange forum between the students and the professors where to analyze and approach the latest proposals of the most important fashion photographers and design novelties. Students will present their latest projects so as to analyze them with their fellow students and professors. These tutorials will help increase their capability to analyze, will develop the necessary knowledge on our contemporary culture, help create a portfolio towards the end of the course. This subject will be taught by a group tutor, by professors and guest professionals: editors, photographers, film directors, critics, stylists, designers will be present in this part of the Masters in order to enrich the debate. This section closes at the end of the Masters, with a viewing of the students’ portfolios seen by professionals of renowned prestige. VANIDAD MAGAZINE Dir. Olga Liggeri (Director of Vanidad Magazine and View of the Times) (4 hours) Viewing and selection of two student portfolios chosen by Olga Liggeri and the editorial team from the Vanidad Magazine. EFTI will produce two fashion articles with Vanidad’s team and the two chosen students will publish them in the July edition of the magazine. These students will be advised and will count on the help of the Vanidad Magazine team, of EFTI’s production team and the means of the school to produce the fashion articles. VISUAL CULTURE AND ANALYSIS Dir. Estévez&Belloso (Photographers) Analysis of contemporary fashion editorial and advertising (48 hours) PORTFOLIO VIEWING Dir. Eva San Juan (photographer) along with Professional guests of the editorial world and fashion industry (60 hours) VIEWINGS PRESENTATION OF STUDENTS’ PROJECTS Dir. Miguel Oriola, Juan Santa-Cruz, Estevez&Belloso and 3 professional guests from the fashion industry. Miguel Reveriego WORKSHOPS WITH PHOTOGRAPHERS

MORE ABOUT THE MASTER COORDINATION AND DIRECTION Directed by Miguel Oriola and Juan Santa Cruz Coordinated by Pablo Estevez and Javier Belloso PLANNING AND DURATION OF THE COURSE AND DURATION OF THE COURSE 667 teaching hours The duration of the Masters Course in Fashion is of 15months. The students will receive 4 classes a week and each will be at least 3 hours long, from Monday to Friday. Because of their characteristics some classes may vary in length or date. According to the programme there may be the need to establish more or less days of class in the same week, and longer hours of duration. TIMETABLE FOR THE NEXT CALL Next call 15 of September 2015 at 10.00 a.m. (the duration depending on each individual class). FREE CHOICE PRACTICE TIME Besides attending his regular classes, the student can also practice establishing their own schedule, in the digital editing lab, the sets, negative development and dark room and other school facilities, within the following practice timetable: on weekdays from 10:00 a.m. to 10:00 p.m., and on Saturdays during the morning. HOW TO GAIN ACCESS TO THE COURSE The following documentation must be presented: - A web page or portfolio of photographs must be sent to the director and coordinator of the Masters for its viewing. The portfolio must include at least 12 images presented on paper, cd or it can be sent by email to If the images are digital, they must be presented in .jpg and not larger than 1000 pixels on their larger side. - The presentation of a Curriculum Vitae or Resume. - A letter of presentation letting us know why you would like to attend this course and what you expect from it, your professional and/or personal objectives, and what photographic knowledge you already master. - Signed declaration of minimum pre-masters preparation. - Digital theory fundamentals (digital image formation, bit depth, dynamic range, file formats). -Photoshop program (tools, selection, layers, masks, fusion modes Windows and Os (Mac). The student must declare to possess these expertise whensigning up for the course. INSTALLATIONS AND EQUIPMENT In EFTI students will have 4.000m² of installations dedicated exclusively to photography, two exhibition rooms, Galería Cero, 7 studios equipped with last generation material (one of them being an industrial studio of 700m²), 4 Mac equipped classrooms, 1 editing room, 2 classrooms, 1 conference room, a multidisciplinary space for 150 people, library, a dark room and a storage room where you will have access to the necessary equipment for your assignments (cameras, photometer, infrared triggers, backdrops, soft boxes, umbrellas, tripods, etc.) All of the equipment used in class is included in the price of the course. During and according to their course, EFTI’s students have access to last generation equipment, which is constantly renewed and revised. 90 Mac computers which provide Photoshop CS6, Lightroom 4, Aperture and Premiere 31 cameras Canon Eos 1DC, 5D Mark III, 5D Mark II, 7D y 50D 5 Fuji series X cameras 5 Olympus E-M1, Em10, Em5 54 studio flashes PROFOTO 5 PROFOTO generators with flash heads 3 Hasselblad 503 cameras 2 Phase One cameras 5 medium format digital backs 10 hand held flashes 3 spectrophotometers The school offers its students a wide variety of over 3000 books and DVDs dedicated to the subject of photography. These books and DVDs can be freely accessed in the school’s library during the established hours. AND MUCH MORE REQUIREMENTS NEEDED TO GAIN ACCESS TO THE MASTERS Don’t miss out on Los Viernes de EFTI (EFTI’s Fridays) where anyone, students or not, can freely assist interviews, conferences, presentations, round tables, etc. All contents are based on photography and other activities that you can visit in our web site. If you would like to share your photos with photographers from all around the world, upload your portfolio at and participate. - Conocimiento absoluto de los controles de cámara (diafragma, - Absolute knowledge about camera controls (diaphragm, velocities, ISO, exposition modes, measurement modes, etc.) - Knowledge on light meters, incident and reflected measurement, flash measurement and mixed lighting. - Basic knowledge of medium-format camera. - Studio flash use, knowledge in studio lighting and control over the elements that compose a studio. - Photographic culture (history, tendencies, authors), composition and color theory. Every year we publish an issue of Exc! with a selection of some of the best works created by the students who have participated in our Masters. Do you want to see it? On you can spend some time watching videos, ‘making of’ of our classes, interviews of photographers that have come to EFTI either for their exhibitions or to give classes, etc. Every month EFTI inaugurates photographic exhibitions in its exhibition rooms and in Galeria Cero. By presenting your student card EFTI offers you the possibility to receive discounts in establishments specialized in photography. Con la colaboración de:

the International Masters in Fashion Photography concentrates its attention on fashion communication through image basing its program on our contemporary culture. Events deriving from knowle-dge in digital technology like documentary photography applied to cool-hunting, fashion film or the reality of online editorial; or style

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