Daeja Fallas: Samsung
Although Los Angeles resident Daeja Fallas primarily focuses on lifestyle photography, she’s no stranger to high-production product shoots for big name brands. We recently caught up with Daeja to discuss her latest project for Samsung.
Daeja was originally introduced to the Senior Art Producer, Kris at R/GA a few months before the shoot and they quickly hit it off.
Kris is an easy guy to get along with. When the job for Samsung came up, he gave me a call and things started to fall into place. We had this opportunity to do a big project together which was really exciting.
The concept of the shoot was to illustrate how Samsung's technology can fit seamlessly into your life in the city.
The client and creative director were looking for something a little more out of the box, so we had the opportunity to play with color and light on these, giving the images a really vibrant feeling.
Planning the shoot was mostly handled by the producer, but Daeja did spend several days scouting locations in NYC with the project's Creative Director, Quin.
We ended up choosing eight or nine locations to be shot over three days in and around New York City.
Once the all the logistics were set, the shoot commenced. Working with R/GA's Creative Director Quin was a great experience for Daeja and everyone involved.
He was fantastic! We have a very similar aesthetic, so when he'd have an idea we would usually be on the same page and that really helps when you're working on a long project together.
As they moved to each location, Daeja enjoyed the process immensely. She especially liked that the project afforded her more creative flexibility than a typical commercial shoot.
We were given a lot of room to play with different ideas and experiment with colored gels, reflections, and lighting that isn't traditionally used to shoot tech. That was a huge plus and we ended up with some really fantastic work.
Moving through so many different shoot locations in NYC with a production crew of around 25 was no small feat, and sometimes got a little dicey. Daeja recalls one such moment during one of the night shoots:
It was 8 or 9 pm and we were setting up one of the night scenes. Our location was Astor Place and there were hundreds of people. We couldn't block off the parts of the intersection where we were shooting, so we had to work around traffic. At one point someone shoved one of my assistants because he was trying to keep a clear path around me as I stood on an apple box trying to get the shot. But, he held his ground and we ended up with some of my favorite images from the campaign.
The resulting pictures for the campaign proved to be very successful and have been used in many Asian Markets. The client seemed to be very happy, and Daeja still keeps in touch with the folks at R/GA.
Rounding off our chat together, Daeja wanted to share some advice for young photographers who're trying to break into the industry.
Make the work you like, follow your intution and experiment!
See more of Daeja at daejafallas.com
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