OLA OLA

FALL / WINTER 2022–2023

CAMPAIGN

directed and produced by me

idea & concept

Before coming up with the idea and concept for shooting the new collection campaign of the clothing brand, I, first of all, turned to the theme of the collection itself. I have made a detailed research on what inspired the OLA OLA brand team.

Olga Ginzburg, the designer of the OLA OLA brand, devotes each of her collections to some theme of interest to her in one way or another. On the prints and embroidery in the new Fall/Winter’22/23 collection there are people of different professions: builders, painters, gardeners, athletes, musicians, artists and parents with children.

Fall/Winter’22/23 is a hymn to eternal values and a tribute to the wonderful past. The images are imbued with the retro spirit and decorated with embroidery that reminds you of what is always important.

So, it was essential for me to reflect two major themes in the shooting – "the retro spirit" and "different professions". While discussing the ideas for the shooting, we remembered a very interesting and unusual place - the City Museum of Electric Transport in St. Petersburg.

Old trams and trolleybuses, their extraordinary and fascinating appearance. I liked the visual eclecticism that developed due to the fact that various types of transport of different years and eras were assembled under one roof. I associated this "visual eclecticism" right with the new collection Fall/Winter'22/23 by OLA OLA.

We realized that this particular location perfectly revealed and united two important themes of the collection. It was the museum and its atmosphere that became the main vector in the conceptual and visual expression of the Fall/Winter’22/23 OLA OLA campaign.

Pre-production. location scouting

Firstly, we made the location scouting. We studied the space of the museum in detail, both from the technical and visual-artistic side. We noted all the necessary data and also marked the spots where we planned to take photos and videos. After that, already at the location, I drew several sketches of the storyboard for the future image video.

Pre-production. Storyboard

After the location was approved, I immediately started creating sketches of the directorial storyboard. And after confirming the final model casting, we started working on the storyboard with the artist.

The artist Violetta Zhunko has created a storyboard for an image video, based on my directorial sketches. The storyboard perfectly reflects the atmosphere of the entire project.

Production. Backstage

Traditionally, we shoot backstage with a film camera. In the campaign shooting the "film backstage" perfectly matched the theme of the clothing collection itself.