Scare tactics

To publicise knitwear label Sibling’s Comic Horror collection, This is Real Art decided to put the wind up some very scared models

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

More from CR

An invitation to dance on the grave of Joseph Grimaldi

A memorial to Joseph Grimaldi – the man who invented the modern ‘clown’ – has been unveiled by artist Henry Krokatsis. In keeping with Grimaldi’s spirit of performance, Krokatsis’ installation in north London invites the public to dance on a series bronze tiles that sit on top of Grimaldi’s grave. It even plays a tune

RIP Corinne Day

We were greatly saddened to hear (via magCulture) of the death of Corinne Day whose 1990 cover shot of Kate Moss for The Face ushered in a new era of photography

Sept issue: graduate special

CR’s September issue is our graduate special, with profiles on seven new graduates making their way in the world of visual communications

Senior Creative Designer

Monddi Design Agency

Head of Digital Content

Red Sofa London