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

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