LA-based Green Dot Films directors Brent Thomas and Alain Briere, serving as Creative Directors on this project, highlight the still image capabilities of the RED Epic camera for elite fashion photography in a recent print campaign. Jim Jannard, Founder and CEO of RED called upon his friend, director David Fincher, to concept and shoot the photo which features actress Rooney Mara (The Girl With the Dragon Tattoo). The 8-page foldout ad spread is featured in the April 2012 issue of Vogue. The campaign focuses on the expanding range of A-list projects captured on the RED Epic, including The Girl With The Dragon Tattoo, The Hobbit, fashion spreads for Vogue and fashion videos for Lady Gaga.
Click HERE to view a stop-motion piece of the entire foldout campaign.
RED Camera and Oakley founder/owner Jim Jannard approached Thomas about the campaign, having previously collaborated on many projects since Thomas’ stint as a Creative Director at TBWA\Chiat\Day. Working with Jarred Land, RED’s senior executive and point-man in establishing credentials with the fashion industry, Thomas then put together a team that would effectively speak to the growing market for RED. After quickly becoming an industry leader in high-end cinema cameras since its inception in 2005, the RED team aimed to target photographers in the market for high-end still cameras.
Notes Thomas, “I was thrilled to work with Jim again—he is gifted with such a unique vision and drive. And I loved his idea of putting the camera in Vogue. It’s very unexpected.” For the main spread, the team chose to use a provocative image of Mara, displayed as a tragically beautiful corpse on the blacktop clutching an award illuminated by the ominous form of a police vehicle in the background. Mara’s striking eyes lure readers to discover, “The camera that changed cinema is now changing fashion.”
The insert exemplifies the range of projects using the RED, displaying magazine covers such as Vogue, Esquire and GQ, and movie posters, all shot on the dynamic camera. The opposite side of the insert features testimonials from top directors and photographers including David Fincher himself, Steven Soderbergh, Greg Williams and Inez & Vinoodh. Below the testimonials, the camera’s tech specs are detailed, enticing readers to consider the camera’s advanced design and enduring technological advancements. It reads, “RED is the first and only true ‘DSMC™’ Digital Still and Motion Camera. That means you can shoot a feature or a fashion show, then simply extract the perfect still from the footage.”
The ad closes with the question and statement, “So is it an incredible motion camera that takes great stills, or is it an amazing stills camera that shoots great motion? Yes, it is.”
CEO: Jim Jannard
President: Jarred Land
Photographer: David Fincher
Model: Rooney Mara
Creative Director: Brent Thomas
Creative Director: Alain Briere
Copywriter: David Young
Producer: Ursula Gabel Baird
Graphic Artist: Tina Thomas
About Green Dot Films
It’s been said that once you’ve worked with Green Dot you’ll likely be back again with another project very soon. Green Dot has been quietly working with top-tier agencies and clients since its inception in 1996. It is a company known for focusing intensely on each project and for cultivating the talent of its directors. Green Dot was founded by awarded veterans who have made it their focus to create the perfect mix of hard working creative thinkers. It’s that mix of a carefully cultivated & dedicated core team that keeps Green Dot on top of their game and keeps clients coming back with projects and problem solving needs that cross all boundaries. Green Dot’s executive team is headed by owners Jane and Brent Thomas, CFO Beth Clark, Executive Producer/Head of Sales Darren Foldes & Executive Producer/Head of Production Rich Pring. Green Dot Films 2012 directing roster includes: Rebecca Baehler, Alain Briere, Omri Cohen, Mark Coppos, Richard Farmer (formerly of the directing team HAPPY), Rafael Fernandez, Kim Jacobs, Robert Jitzmark, Luc Schurgers (founder of MiniVegas), Brent Thomas and Claire Thomas.