Series Q & A: Fedde Souverein Managing Director of Luminous Creative Imaging

What is the biggest problem you had to solve for a shoot

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Fedde:  “For a project 3 years back, we had to create many figures that were coming out of a foam layer from someone who was about to shave. The campaign was for Schick Edge shaving cream and displayed different small “stories” in the shaving cream.

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The problem was that all the figures were originally photographed as white painted real people, while the figures needed to be like they were constructed from real foam.

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To solve this, we went into the studio and used shaving foam, white painted figures, and a brush, to create the input we needed.

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The final result is great and has a high level of quality and realism to it, but it was quite a project!

Postproduction and CGI:  Luminous Creative Imaging
Modelmaking of foam figures:  Luminous Creative Imaging
Photography: Jaap Vliegenthart
Agency: JWT New York