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PDF Brochure
FASHION AND LIFESTYLE PHOTOGRAPHY iedphotography.com SPECIALIZATION COURSE 20 credits* FASHION AND LIFESTYLE PHOTOGRAPHY iedphotography.com SPECIALIZATION COURSE 20 credits* Course director: Leticia Orue Course coordinator: Yudy Esquijarosa Credits: 20* Start date: April 2017 End of course: July 2017 Schedule: 10 to 14 pm. Monday to Thursday. Selected production workshops and Master Classes may include varying schedules. This course is one of three modules, which can be combined in the form of the Master Programme of Professional Photography. Aimed at: students with degrees in Photography, Fine Arts, Media, Advertising and Communication; Young image-makers who want to specialise in the practice of professional photography; Photographers working in the fashion industry who want to develop their own style, in their professional and personal work. Entry requirements: ·· Curriculum vitae ·· Letter of interest ·· Technical knowledge in photography is mandatory; basic experience with postproduction skills and a familiarity with audiovisual formats is also required. ·· Project Portfolio. ·· Personal interview as deemed necessary by the Academic Coordination Team. ·· To participate in this course, it is necessary for students to have their own camera. Language: The lessons will be taught in English (in the event of holding any activity in Spanish, simultaneous translation into English will be available). Certification: At the end of the course, an accredited certificate will be awarded upon satisfactory completion. Related courses: Master of Professional Photography European Master of Fine Art Photography Photobook International Specialization Course Specialization Course in Documentary and Reportage Photography Specialization Course in Advertising and Product Photography Attendance: Class attendance is mandatory and will be necessary to obtain the accredited certificate. Price: 1.200 € registration fee + 3.000 € course fee. Cover photo: Jose Morraja Leticia Jimenez, Neo2 Laia Benavides, Vice 2 Accommodation in Madrid (optional): [email protected] Admissions: +34 91 448 04 44 [email protected] For more information: iedphotography.com 3 Introduction A s the last of the three modules that form the Master Programme of Professional Photography at IED Madrid, this specialization course is dedicated to fashion and lifestyle. It also includes transferable knowledge in copyright issues, an accurate vision about fashion media worldwide, how to work with fashion models and coordinate a photoshoot, business plans, media relations, social media and portfolio creation, advanced retouching and colour correction, lighting in and outside the studio and management of locations and contracts. Jose Morraja, Holy mountain The leading figures of this course are experienced fashion photographers, such as José Morraja, Robby Rodriguez or Bruna Kazinoti, and young but exciting voices as Laia Benavides, Andoni Beristain and Danniel Rojas. The team is completed with internationally recognised Fashion professionals as Ramón Fano (Fashion Editor of Neo2), Vicente Ferrer (i-D Spain Editor), Miren Arzalluz (Fashion historian, independent curator & historical consultant), Leticia Jimenez (Fashion retouching specialist) and Laura Jimenez (Photographic assistant, digital and lighting technician). Course director Leticia Orue will teach the students how to find their own take on fashion and lifestyle photography in his workshop Understanding Fashion and will work back to back with Erik von Frankenberg (Photographer & teacher), along all the tutoring courses. Alvaro Dols (Influencer and former editor of Sicky Magazine) will teach how to build your image in social media and promote your work. Students will enter the world of fashion through a network of lecturers, teachers, tutors and the program’s directors. The objective of this module aims to develop the own student’s voice in Fashion & Lifestyle Photography through an transversal program that combines practical and theoretical activities. They have the opportunity to continue their studies in the framework of the Master Programme of Professional Photography and to promote their final projects through our contributing partners, with the ends of publication and distribution. 4 5 IED Master Madrid Fashion and Lifestyle Photography Specialization Course Objetives The main objectives of this course are: • Offer students a view of the current tendencies in fashion and lifestyle photography. • Reflect on the role of the photographer within print and online media. • Implement the tools and knowledge used in the fashion industry. • Experience, through a personal project, what it’s like to create a story that is good enough to be published. • Examine photographic practices within contemporary media contexts. • Show the cultural value of photography, forms of collaboration and creative funding models. • Analyse the challenges and all the possibilities of the market in times of strong media development. Professional opportunities This course offers students the chance to access the field of professional photography, which has a high demand in many fields: • Fashion photographer • Photographer assistant • Digital and lighting technician • Editorial photographer • Post-production artist • Picture editor • Agency assistant • Art buyer / Art director • Studio manager Jose Morraja, Neo2 6 7 Erik Von Frankenberg, Vogue 8 Leticia Jimenez 9 IED Master Madrid Fashion and Lifestyle Photography Specialization Course Methodology This course is characterized by a hands-on approach and dedication to practical issues, in the context of a highly competitive industry. The classes include discussions on case studies, practical contemporary working methods in the field of production and post-production, visits to artists’ studios, exhibitions and events, master classes with outstanding professionals, assignments and individual and group exercises. The didactic plan contains: • Workshops with professionals from the industry • Personal project tutoring with the course director • Master classes with well known artists • Assignments • Personal project • Written and oral presentations • Discussion and critique in class • Creative use of technology and learning-bydoing philosophy Photography: Leticia Jimenez, Interviú Retouching: Diana Kunst 10 11 IED Master Madrid Fashion and Lifestyle Photography Specialization Course Programme Workshops: José Morraja: You Got to Burn to Shine! José Morraja has been breathing images since childhood. His father was a projectionist in a small village’s movie theatre. This is where he learned, through celluloid cuts, to understand the power of images. As a photographer and filmmaker, he is chameleonic and versatile, and constantly explores the personality of the models, actors, musicians, sportsmen or celebrities who work with him, in order to show their most authentic side. Students will learn to use the language of fashion photography to express openly, without fear and with attitude. They will also be exposed to José’s most dangerous weapons: Risk, perseverance, and savoir-faire. You Got to Burn to Shine! Robi Rodriguez: Finding your voice in fashion and lifestyle photography The broad field of fashion photography and lifestyle can expand our creativity from multiple perspectives. We are story-machines capable of creating emotions, but we need to know how to define the place from which we launch our message, to sharpen our eyes and to know how to capture the attention of the audience. As photographers, finding your own voice is one of the main tasks. 12 Erik von Frankenberg / Alberto Feijoo: Deconstructing Fashion Course tutor and artist-photographer Alberto Feijoo will show students how to unlearn and deconstruct the rules of the industry, and to construct their very own point of view. This workshop is intended to take away prejudices and preconceptions about the fashion industry and involves experimenting and trying out fashion with freedom. Bruna Kazinoti, DUST magazine 13 IED Master Madrid Fashion and Lifestyle Photography Specialization Course Programme Theory and practical classes: Lighting This workshop teaches the acquisition of technical notions and the specific vocabulary of lighting, for outside shooting and studio photography. Students will learn how to control light quality, shadows and highlights, contrast, directions and intensity. The careful observation of the different textures’ reaction to different lighting is the key to success. We will also compare big masters of photography with contemporary photographers to be able to identify and reproduce light schemes. Studio Photography The studio is an experimentation field and a laboratory based on the observation and reproduction of the natural cycle of light. As natural light varies continuously, it is not always possible to shoot outside, and the photographer has to know how to reproduce it artificially in the studio. Therefore, the studio is the ideal place to perform a fashion shooting because the photographer can easily control lighting and stabilize conditions. Students will also learn how to avoid unwanted shadows and how to use separate light measurements on props and models. 14 Storytelling in Fashion In this module, students will learn how to tell a story with images in the context of fashion and lifestyle. As in other photographic contexts, fashion is a message to be delivered in a coherent and convincing visual form. Fashion editorials tell stories about contemporary life and the place we live in. The more we understand the forces that drive our environment, the better will we be able to adapt our stories to the selected target group. Working with Fashion Models and Stylists A fashion shooting typically involves a team of people: model, makeup artist and stylist, apart from the photographer and his/her assistant. Students will learn how to find, select and brief all team members, how to build a rapport with the models and how to get them comfortable with the camera. Retouching and Colour Correction for the Fashion Industry The fashion industry is specially vulnerable to exaggerated retouching techniques and image manipulation. Students will learn how to use these techniques without overdoing them. They will gain the knowledge to decide how to “save” an image in post-production and the experience to do it in a clever and economical way. IED Madrid photography set Concepts of Fashion & Coolhunting Fashion Photography requires the ability to make observations and predictions in changes of new or existing cultural trends. Students will learn research techniques and practical tricks for coolhunting, in order to foresee and integrate in their creative work the moves of fashion streams and image markets. whom?... Communication and online – and offline – marketing are a strong tool for catching the attention of potential future clients and collaborators. It is also a way of having a first contact with a possible client. It’s not only about communication, but the right communication strategy and the perfect communication line. Social Media & Portfolio In this area, students will learn how to create their own brand world in order to showcase their work in the different media and social networks. What to communicate? How? To Masterclass with Bruna Kazinoti 15 IED Master Madrid Fashion and Lifestyle Photography Specialization Course Direction Leticia Orúe leticiaorue.com Multifaceted and conceptually restless, Leticia has developed her career working for numerous brands and media companies as Nike, Loewe, Chanel, Reebok, Diesel, Pepe Jeans, Guggenheim Bilbao, etc. Currently, her work combines a freelance activity as Fashion Editor / Journalist and Fashion Consultant. BA in Journalism and Advertising at the UPV, Leticia completed her education with studies in semiotics and visual language in the Department of Umberto Eco (Bologna). Lecturer for the UPV/EHU, Deusto University and Creativity Zentrum. Regular collaborator of Neo2, i-D Spain, Fucking Young!, Tenmag... and Editor of the Interior Design Section of the Diario Gara´s weekly magazine. Robi Rodriguez, Pop Magazine 16 17 IED Master Madrid Fashion and Lifestyle Photography Specialization Course Docents Workshops Teachers Laura Jimenez Laia Benavides Robi Rodriguez Miren Arzalluz www.laura-jimenez.com Laura combines her work as fashion photographer and teacher with her activity as photographer assistant for many of the best photographers of the Spanish scene. www.laiabenavides.com Her work has been exposed in prestigious galleries and museums. She currently lives between Madrid and Barcelona working in fashion and advertising with her personal and artistic touch. www.robirodriguez.com He has exhibited at the Hyeres Festival in 2006, Photo-London 2007, 20 Hoxton Square Projects, and the London Art Fair 2011, and has contributed to publications such as The Gentlewoman, Art Review, Another Magazine, Le Monde, Fantastic Man and Kilimanjaro. She has been curator and head of collections at the Cristóbal Balenciaga Foundation between 2007 and 2013. In 2011 she published her book Cristóbal Balenciaga. The making of a Master (1895-1936) (V&A Publications), and currently she continues her research on Balenciaga as a PhD candidate at the University of Deusto. She now works as a freelance researcher and curator. Leticia Jimenez www.behance.net/leticiajimenez Clients include Vanity Fair, ELLE, Rolling Stone, Esquire, Les inrockuptibles, La Reppublica delle Donne, Telva, El Pais, Paris Match, and Loewe. Erik von Frankenberg www.erikvonfrankenberg.com He now lives and works in Madrid, where he combines personal projects with commercial work for magazines and advertising agencies. Almudena Calafate www.almudenalopezcalafate.es Almudena combines work for magazines and fashion brands like Milk, Qvest, Vanity Fair and Pepe Jeans. Álvaro Dols Alvero has a lot of work behind his back: clients like Vanidad, i-D Spain, SICKY, METAL, Neo2, Tendencias, Pull&Bear online blog, and fashion brands like Alfred Kerbs and Sisyphe. 18 Andoni Beristain www.andoniberistain.com www.lamondamagazine.com He now lives in Barcelona and has done commissions for Neo2 Magazine, Beatriz Preciado, Brosmind, Offf!, Monarchy, New Balance, Led Madrid, Buvo or Make Your Suit, amongst others. He’s also been mentioned in places like Vice, Rolling Stone, Trendland, The Wild Magazine, ffffound!, El País or Le Monde. Danniel Rojas www.dannielrojas.com His work has been featured in magazines like Avenue Illustrated (China, Spain), L-INK, Spend In, Rude, InCover, The Fashionisto, Fucking Young!, Spanish NYLON (Mexico), NYLON GUYS Spanish (Mexico), Shangay (Express, Fashion & LifeStyle), Sicky, Brunch, RISBel, Interviú, etc. José Morraja www.josemorraja.com Clients include Armani, Chanel, Diesel, Google, Intimissimi, KIA, L’ Oréal Paris, La Biennale di Venezia, Levi’s, Nike, Sony Music, Swatch, Vanity Fair, and Magazines such as Neo2, i-D, Tenmag and Brink Mexico. Ramón Fano Vicente Ferrer i-d.vice.com/es_es He has written for some of the most relevant trend and lifestyle magazines in Spain, including El Mundo, Vanidad, Neo2, Metal or Fucking Young! He is now the editorial Editor of i-D Spain. www.neo2.es He is the Fashion editor of one of the most relevant magazines in Spain: Neo2. Master Class Viviane Sassen www.vivianesassen.com/ Dutch-born Viviane Sassen is one of the most exciting figures in contemporary fashion photography. Her imagery is challenging and flamboyant, formally inventive and occasionally surreal. She has created campaigns for fashion houses including Carven, Stella McCartney and M Missoni and has produced editorials in magazines such as Purple, i-D and Dazed & Confused. In 2007 Sassen received the Prix de Rome and in 2011 was awarded the International Center of Photography Infinity Award for Applied and Fashion Photography. In 2013 she exhibited in the Central Pavilion at the Venice Biennale. 19 Welcome to the IED Madrid “ The IED Madrid is a cultural institution for the dissemination of design and its connections with other disciplines ” M ore than forty-five years ago, the IED emerged as an educational institution working in all design disciplines, visual communication and fashion, and boasts nine schools in Spain, Italy and Brazil. aware of the time they are living in and the environmental, social, economic and political needs that will define future societies. The IED has been present in Madrid for more than fifteen years, with two schools that serve 1,400 students. They are both set in the city centre, next to the neighbourhoods of Malasaña and Gran Vía. Thanks to the constant relationship between our school and the business world, all of the courses enjoy the support of a range of companies and institutions, such as: Apple, Canal+, Fun&Basics, iGuzzini, Missoni, Philips, Audi, Inditex, Electrolux, VIPS, Lancia, Alitalia, Sony, Vitra, Havaianas and Bombay Sapphire. At present, the IED Madrid is a Private Centre for Higher Education in Design, offering Higher Qualifications that are equivalent to university degrees, as well as MA and postgraduate courses, one-year courses, Executive, specialisation and summer courses. In addition, the IED Madrid is a cultural institution disseminating design and its connections with other disciplines, such as architecture, art, film and music. We organise exhibitions, conferences and events linked to our vision of the future, through innovation and experimentation. The IED Madrid offers comprehensive training for new design professionals, who are 20 21 The Excellence of the IED Master T he IED Master is the postgraduate school of the IED Madrid, a dynamic and innovative laboratory, focusing on debate and research, which offers the best conditions to learn in a strategic environment: a place in which to think about the present and design the future. The programmes at the IED Master have been designed to offer continuous education, to provide students with efficient training in the fields of design and communication, to face an increasingly demanding market. The training journey we offer combines a cultural context, transverse knowledge and technical specialisation. All of the courses are characterised by offering students a multidisciplinary and international vision which involves carrying out real world projects in collaboration with companies and professionals from the sector. We promote multidisciplinary knowledge in the context of design and communication, achieving a wider perspective in terms of the personal and professional development of our students. We provide rigorous specialisation in each specific professional area, with a teaching methodology that combines theory and practice, to culminate in a final project tutored by the best professionals in the sector. We teach our students to develop high-quality communication and management skills with regard to the knowledge acquired. The IED Master programmes are aimed at students holding diplomas and degrees, as well as professionals and freelancers working in the fields of design and communication, and the corporate world. They are designed to offer high-quality training that ensures an opportunity for personal and professional growth. At the IED Master we aim to train future professionals who can boast innovative and creative profiles, which is essential nowadays in order to successfully face the demands of the current work market. 22 23 The IED Visual Communication School “ This circumstance requires a constant generation and updating of visual systems, which decide the communication link between individuals, companies, platforms and networks ” M an has always used the image to communicate. Understood as reality and symbol, it represents the whole and the parts, the real and the fictitious, it transmits emotion and meaning. It is also the link between the word and our experience of the world, as well as being a socialising element. It occupies the most important place in communication and involves people, society and culture. The multiplication of electronic devices and the diversity of communication channels present us with an almost uninterrupted flow of images. An invasion which determines our way of communicating and has involved a change in our culture. This circumstance requires a constant generation and updating of visual systems, which decide the communication link between individuals, companies, platforms and networks. 24 Because of all this, the IED Master Visual Communication School supplies the tools and theoretical and technical foundations necessary to cope with this new scene, based on the following objectives: • To analyze the current role of the image and pose possible alternatives for the immediate future. • To delve into theoretical, technical and projectual knowledge of the different fields of audiovisual design. • To provide the students with a creative vision. The IED Master Visual Communication School trains competent professional for their incorporation into the work market and entrepreneur activity, by means of the tools and the vision to interact directly with the world as a generating agent of value and change. 25 Student Services “ Education and business come together in each of the courses, enriching the experience of our students ” Companies Professional Guidance The IED Master is constantly in contact with the business world as part of its curriculum, with a relationship that runs parallel to the training course. The Professional Guidance Department is a service offered by the IED Madrid to its students in order to advise them and bring them closer to the business sector in a personal and professional way. Teaching and business are intertwined in each of the courses, enriching the educational experience of the students with case studies, competitions, involvement in projects, etc. This link is consolidated in most programmes with the completion of a final project in which the student makes use of all the knowledge acquired during the course. To promote these synergies, the IED Madrid has a Business Bureau where agreements with public and private entities are activated, to develop educational content as part of our Career Guidance. The aim is to facilitate access to the employment market and to create a network of professional contacts from the start of the academic year. 26 The services on offer are useful to those who want to carry out practical experience, or are seeking work, and for those who are interested in exploring and defining their work and study options following their studies. This department provides students with contacts, opportunities and meetings with companies, on the basis that this will help students enter the work market. This service can be enhanced by the attitude and initiatives of the students themselves. How to take part? •Students should submit their CV in Word or PDF. They will be included in our database and will take part in all of our selection processes, depending on their personal and professional profile. •Students are advised to send a motivation letter describing their interests and objectives. •We offer the chance to hold a personalised meeting with any students who are interested in this service, to offer them guidance, help them tweak their CV, and manage their entry in the work market. Always by prior appointment. Operation The IED carries out personalised monitoring of the students and former students who have been through this department and the companies who might be interested in them, in order to share the results of the selection processes. 27 Studying in Madrid “ Living in Madrid means taking part in an intense and varied student environment ” M adrid is the “campus” of the IED Master. A dynamic, accessible and sustainable city based on an Avant Garde cultural model. Thanks to its location in the city centre and the collaboration agreements established with local institutions, such as the Madrid City Hall, the students and collaborators of the IED Madrid enjoy privileged access to the large public centres for culture, arts and education: the Biblioteca Nacional, La Casa Encendida, the Museo Nacional Centro de Arte Reina Sofía, the Museo del Prado, etc. Living in Madrid also offers the chance to take part in a lively and varied student atmosphere. The city boasts a rich educational choice (seven public universities, eight private universities) as well as research centres, summer courses, forums, seminars and specialisation courses, to name just a few. 28 The cultural life of Madrid, the quality and quantity of its museums, cultural centres, theatres, auditoriums and cinemas turn it into a very active cultural centre, which hosts some of the most important cultural events of the year in Spain, such as ARCO and PHotoEspaña. Dynamic, multicultural, hospitable and tolerant, its character as an open city enhances its image as a space for the exchange of ideas and cultures, and favours a welcoming atmosphere that combines education, culture and fun. As an economic and financial centre, the home of the main national and international institutions and companies, the daily life in Madrid brings together professionals from all sectors, to constantly generate new professional opportunities. It is an important link between Europe and Latin America, the North of Africa and the Middle East, thanks to its historic past and its privileged geo-strategic position. Its geographical position, infrastructures and human capital, along with its quality of life and projection to the future, turn Madrid into one of the most attractive cities in which to live, study or work. Hospitality Department The IED Madrid has launched a new service for international students and for those who live outside Madrid, situated in the Palacio de Altamira. If you have any doubt or question, please contact us by email at [email protected] or by phone on +34 91 448 04 44. All of the information regarding administrative procedures and student services in Madrid is available in our online Student Guide, at studentguide.es. 29 General Information ISTITUTO EUROPEO DI DESIGN. C/ Larra, 14 - 28004 Madrid. Mercantile register: Tome 7617, Book 0, Folio 201, Section 8, Page no. M - 123199, 1st registration. Director IED Madrid: Riccardo Marzullo. the causes, formalities and consequences of the resolution of the contract, is included in the general regulations, available to the public at the offices of the Information and Guidance Service and Administration Department. The IED offers Official Degrees in Design – Graphic Design, Product Design, Interior Design (code 28073045), whose training leads to the obtaining of an official and recognized qualification by the Education Department of the Madrid Region, order number 364/2010, of the 2nd of February, 2011. Provisional study plans, pending approval. Itineraries in the process of being regulated by the Madrid Region. The IED also teaches courses leading to its own qualifications, which do not lead to an official qualification, – three-, two- and one-year courses, MAs, advanced training, specialization and summer courses. In some cases, special technical skills will be required. The IED organizes a yearly competition to offer a grant which may cover the course fee. As of the publication of this leaflet, the IED Master Madrid has a faculty of active professionals made up of 15 PhDs, 145 graduates and 53 professionals with other qualifications. The prices of the courses depend on their duration, the credits offered, the language in which they are taught and the provenance of each student. For more information please write to [email protected]. All courses are attendance-based. For any information on the duration of each course, start and end dates, number of teaching hours and practical hours, please see the leaflets for each department, available to all students. The cost of school material varies depending on the course chose, ranging between €20 and €160. Additionally, the cost of the necessary materials to carry out projects ranges, depending on the course chosen, between €30 and € 270. The cost of this material will be the responsibility of each student, taking into account that the IED offers its students the use of its IT, fashion and product design workshops. The courses are taught from Monday to Friday at the premises of the IED, and, occasionally, on Saturdays. The timetable runs from 9:00 to 23:00. The minimum number of registrations to carry out a course is 15 students. The hours mentioned in each programme include teaching hours, project tutorials, practical classes in laboratories and cultural visits, depending on each course. The IED offers a Professional Guidance Service to its students, as well as the practical experience agreement form (a maximum of 400 hours) and the list of available companies. The registration period opens eleven months before the start of the course, and closes once the available places have been filled. The annual fee is divided into a registration fee and a course fee. The reservation of each place will be formalized by means of the payment of the registration fee. The IED recognizes students’ right to drop out of a course in certain cases. This information, as well as that describing 30 REGISTRATION FEE PAYMENT: BANK DEPOSIT AND SUBMISSION OF THE BANK RECEIPT BY FAX TO 91 448 01 22 OR E-MAIL TO [email protected] SPECIFYING THE NAME OF THE STUDENT. Payments from Spain: Banco Popular Español. C/ Génova, 20 · 28004 Madrid. Istituto Europeo di Design. Account Number: 00750322-81-0600446618. Payments from abroad: Banco Popular Español. C/ Génova, 20 · 28004 Madrid · Spain. Istituto Europeo di Design. Swift code: POPUESMM. IBAN Code: ES65 0075-0322-81-0600446618. In cash: CHEQUE MADE OUT TO ISTITUTO EUROPEO DI DESIGN S.L. CREDIT CARD (VISA, MASTERCARD). PAYMENT OF THE COURSE FEE: A single payment of the total course fee (by means of one of the payment options listed for the registration fee), to be paid one month prior to the start of the course. Payment in instalments by financing the course fee through a financial institution, processed one month prior to the start of the course, as described in the information leaflet available to students at the Information and Guidance Service and Administration offices of the IED Madrid. Acceptance is subject to approval by the financial institution. The ISTITUTO EUROPEO DI DESIGN, S.L reserves the right to update, modify or remove the information contained in this information leaflet. Additionally, the company fulfils all personal data protection security measures as stated in RD 1720/2007. 31 IED Madrid Flor Alta 8, 28004 Madrid IED Master Madrid Larra 14, 28004 Madrid T. +34 914 480 444 F. +34 911 892 402 [email protected] Skype: master.iedmadrid facebook.com/iedmadrid twitter.com/iedmadrid tuenti.com/iedmadrid IED Network: Milano, Roma, Torino, Firenze, Venezia, Cagliari, Madrid, Barcelona, São Paulo