Concrete Jungle: Resilient Creativity in Urban Fashion

Insight

In November 2020, during the height of the COVID-19 pandemic, creative projects faced unique challenges. Ensuring safety while navigating restrictions required adaptability, careful planning, and a collaborative spirit. This project was no exception. With a goal to produce urban fashion imagery for e-commerce and editorial opportunities, we set out to create a concept that stood out while ensuring everyone involved remained safe.

The aim was to deliver a spec shoot that could be pitched to brands and magazines, reflecting a fresh, urban style with modern yet approachable appeal. Inspired by downtown San Antonio’s natural hues and dynamic architecture, we conceptualized "Concrete Jungle" as a vibrant marriage of stylistic storytelling and cityscapes.

Challenges

1. Pandemic Safety:

   • Ensuring a safe environment for the team and models while adhering to social distancing and health guidelines.

2. Coordination via Zoom:

   • With in-person meetings limited, the team had to align on vision, logistics, and styling details virtually.

3. Sourcing Resources:

   • Securing retro-inspired clothing and new face models during a period of limited availability and heightened restrictions.

4. Location Scouting:

   • Identifying downtown San Antonio locations that aligned with the concept while accommodating safety protocols.

idea

The Concrete Jungle concept was born from a desire to blend the raw, industrial elements of downtown San Antonio with soft, natural hues for a stylistic contrast. The project aimed to:

• Showcase urban fashion through bold, e-commerce-friendly imagery.

• Highlight a balance between rugged cityscapes and clean, modern aesthetics.

• Create a portfolio of editorial-quality images that could be pitched to brands and magazines.

Execution

1. Collaborative Teamwork

   • Collaboration was at the heart of this project. Working closely with models, stylists, and a small production team, we used Zoom meetings to brainstorm ideas, align on the vision, and refine details before the shoot.

   • Each team member brought unique insights, from sourcing retro clothing that embodied the concept to scouting urban locations that elevated the narrative. This collective effort ensured every aspect of the project came together seamlessly.

2. Client-Focused Approach

   • While this was a spec shoot, we approached it with the same level of dedication as a client project. By creating images that captured the intersection of style, environment, and storytelling, we ensured the deliverables resonated with the needs of potential clients, providing a versatile portfolio for pitching to brands and publications.

3. Model & Styling

   • Sourced emerging talent to bring fresh energy to the project.

   • Curated clothing from retro brands, ensuring pieces complemented the "Concrete Jungle" aesthetic.

4. Location Scouting

   • Identified visually compelling downtown San Antonio locations, balancing accessibility and safety.

   • Scouted urban backdrops with unique textures and lighting opportunities to enhance the overall narrative.

5. Photography

   • Directed and captured the shoot, leveraging natural light and architectural elements to create dynamic compositions.

   • Applied retouching techniques to enhance the imagery while preserving authenticity and texture.

6. Safety Measures

   • Implemented rigorous safety protocols, including limited crew sizes, outdoor locations, and health screenings, to ensure a secure environment for all participants.