CR Blog
Scare tactics
Posted by Patrick Burgoyne, 2 September 2010, 13:28 Permalink Comments (35)

To publicise knitwear label Sibling's Comic Horror collection, This is Real Art decided to put the wind up some very scared models
This is Real Art's Paul Belford explains that "we came up with the idea of photographing scared-looking models wearing the clothes but we wanted to get genuine expressions of fear". So, echoing a tactic famously employed by Ridley Scott on the shoot of Alien, This is Real Art decided to really scare the models.
"The models were led into the pitch black studio, unable to see a thing and made to stand on a spot for several minutes, at which point they were scared using an incredibly loud horror noise," Belford explains. "Simultaneously, the photographs were taken." As you can see from this video
And here are some of the final shots which will be used in publicity material



Creative team: Sam Renwick, Paul Belford
Production Company: COY!
Photographer: Sean De Sparengo
Sound Design: Andy at Adelphoi
Documentary: Miguel Ragageles
35 Comments
Fantastic idea!
It's one of those 'I wish I thought of that' moments.
2010-09-02 15:34:40
excellence.
2010-09-02 15:48:30
are there more photos?
i can't help but laugh at these!
2010-09-02 16:46:10
Brilliant. Great idea.
2010-09-02 16:57:11
Quality!
2010-09-02 17:04:51
So simple, and so clever. Great results too, beautiful pictures. I sort of want to hug Model 3 and tell him everything's going to be OK.
2010-09-02 17:49:31
I lol'ed
A
2010-09-02 22:49:20
"I'm totally scared" very funny.
2010-09-03 01:12:49
Awesome!
2010-09-03 02:41:28
Absolute classic!!! Ha ha. Model 3 freaked - well funny.
2010-09-03 11:37:42
Such a cool idea... great expressions captured too
2010-09-03 11:37:50
Nice work
2010-09-03 11:48:53
Reminds me of a series of studio pictures I saw a while back (probably in CR) taken of people as they were woken from sleep.
Like it.
2010-09-03 11:53:44
The eyes! I love it.
2010-09-03 11:56:26
Brilliant!
2010-09-03 12:12:53
Brilliant!!!!!!! Nice knits too!
2010-09-03 12:36:24
Just super!
2010-09-03 13:00:44
poor models...
2010-09-03 13:04:37
Genius.
2010-09-03 13:04:47
Great idea!
Get some lady model shots - the scream, the hair, the drama will lead to priceless shots!
There likely to turn out better for obvious reasons.
Dont make me do it now...
2010-09-03 13:14:25
fuerte!
2010-09-03 13:47:44
This is hilarious, really cool idea! My only complaint is that after watching the vid, the selected photographs dont seem to capture the best scares. Sorry for being 'that guy', Its a great shoot nonetheless!
2010-09-03 14:14:45
This is such a great idea.
I'm off to copy the concept, using my younger sibling as my model.
2010-09-03 14:58:19
great fun!
2010-09-03 15:09:11
The "making of" video is much better than the final shots. Hard to imagine they need to actually scare models to get them to pull a scared face. Aren't models supposed to be able to express emotion?
2010-09-03 16:49:27
I know the guy that came up with this idea.
[comment deleted by moderator]
2010-09-03 17:56:00
@ CR,
The Vimeo link, above, doesn't appear to work, in Safari v4.1.1, at least.
http://vimeo.com/14454938
2010-09-03 20:51:45
Get some lady model shots - the scream, the hair, the drama will lead to priceless shots!
There likely to turn out better for obvious reasons.
2010-09-04 02:50:44
Like the idea. Problem is the photos DON'T look genuine. They look like the models are pulling goofy scooby do scared faces.
2010-09-04 10:49:01
Brilliant idea - very well executed.
2010-09-06 10:04:55
There's just something wonderfully sadistic and entertaining about watching the process, that I don't get from the final photos. They just don't have the desired affect, in my opinion, without the accompanying film. But I love the concept.
2010-09-07 13:54:23
Props to the models, I have to admit I did feel sorry for the last guy who was scared in the video - his reaction was one of pure fear! Great shots, great clothes.
2010-09-10 16:21:37
Great idea, great shots. Really good to see how the concept has captured some really interesting shots. Much better than the usual Imagery that's churned out.
2010-09-10 19:14:10
Boring
2010-09-13 17:08:49
I absolutely love the method and their results. I'm amazed the pictures came out with such good quality considering the models stood in pitch dark for a long time before the noise sounded. They must have turned on the lights simultaneously with the sound. I'm also glad the models did not oppose being frightened. They even laughed after the ordeal was over.
2010-09-24 02:10:16
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