When UNIQLO Hawaii needed a fast turnaround on new LifeWear promotional images, they turned to Honolulu-based Marco Garcia. Marco’s previous work with the team’s digital marketing manager, coupled with his fast-paced work ethic, made him the ideal photographer for the job.
I had previously worked with a member on their management team, Chun En Choy, on another project a few years back, and she remembered my skill and trusted I could handle a fast-moving job, especially during the COVID era.
Before arriving at the shoot, UNIQLO required the models and crew to fill out an online survey about their health condition and possible exposure to COVID. Additionally, everyone was required to wear a mask throughout the day, and the models were only allowed to remove their masks on set.
Everyone practiced proper social distancing and there was always a bottle of hand sanitizer in reach. I felt very safe as did everyone on set.
After scouting a few locations, the team chose to shoot at a house on Oahu’s North Shore. The house had a big backyard and large tropical gardens, which nicely contrasted with the colors of the LifeWear clothing. The team was able to set up and shoot in four locations around the property before their half-day of shooting was up.
The past campaigns used natural light, so my crew took several bounce boards, and we balanced the sunlight to give us a really pleasant feel and look. Luckily, the weather worked out and the location provided many places to shoot.
UNIQLO had picked the models for this shoot, all of whom had worked together before. Marco found the models needed very little direction, which helped save time on their already time-constrained shoot.
One of the biggest problems was one of the male models kept telling these corny jokes that threw the crew into fits of laughter which of course ruined the mood on the set. But we quickly composed ourselves and continued to shoot.
In addition to the adept models, Marco was grateful that the crew was experienced. Knowing that they were on a tight timeline, the hair and makeup crew got the four models ready as quickly as possible. Plus, Marco’s first assistant, Tammy Takimoto, prepared for the shoot by looking at past UNIQLO campaigns, being knowledgeable about the equipment they would need, and taking over the lighting and computer to allow Marco to focus on the models.
The job went fast, but the results were fantastic. An experienced assistant is worth their weight in these fast-paced jobs.
Marco’s images from this shoot were used in local print advertising distributed to 270,000 households and as the centerpiece for the in-store display at UNIQLO’s Hawaii flagship store in Honolulu.
Marketing Manager, UNIQLO Hawaii: Tomoko Miura
Digital Marketing Manager, UNIQLO Hawaii: Chun En Choy
First Assistant: Tammy Takimoto
Second Assistant: Shafkat Anowar
Stylist and MUA: Deb Nishimoto
See more of Marco’s work at marcogarciaphotography.com.
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