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With the growing filmmaking industry in the UAE, Dubai resident and filmmaker Alex Suhorucov, who is also the founder of Dubai-based media production company, Full House DXB, who created the historical fashion film Inner Sanctum which is presently the most-watched and most viewed fashion film in the entire history of Arab Fashion Week reaching more than 24 Million users in all digital platforms, shares helpful tips for budding filmmakers who aim to pursue their careers in the film industry.
Tip #1: Music is Everything
Behind every great fashion movie, there is a great musical track. Music has the power to radically change the way the public perceives your film … and later the clothes.
When choosing the correct track, you want to focus more on how the track will complement the clothes. All this depends on the type of clothes you are going to sell. For example, if you are creating an ultra-stylish modern fashion movie, you may want to choose an avant-garde electronic track. While if you are creating a lifestyle video for a sweater brand, you may want to choose something a little more popular.
Tip #2: The Art of Organizing
Your shoot is going to take longer than you plan for — that’s pretty much guaranteed. But you should absolutely create a timeline for the day so you at least have benchmarks to keep you on schedule. If you’re shooting outside, then you’ll need to know what time the sunsets. If your shoot is outdoors, it is necessary to control the timing because of the light resources, but if it is indoor, it is best to bring the right light equipment. Make sure you have a backup plan if things run long and give yourself a buffer in the schedule.
Tip #3: Be a Storyteller
Trying not to make a formulaic ‘fashion film’. Films need a narrative or concept to keep people engaged, that should always be the focus. Tell a story — with a beginning, middle and end. Make it engaging and mysterious so people would be keen to find out what’s going to happen in each and every scene. It’s important you don’t confuse your message or people won’t know how to engage properly. Of course, from a brand or publisher’s perspective, the goal of a fashion film isn’t simply to entertain; it’s to create brand awareness. That’s where distribution comes in.
Tip #4: Color Your World
If you want to take your material to the next level, then colour should be a fundamental part of your post-production workflow. This is especially true if you are creating a fashion movie. The colour, or more specifically the colour palettes, can make the clothes stand out. When fashion designers design clothes, they use colour palettes … why should I abandon the colour palettes when you edit your video? Spend a little more time planning the colour of your material and you will be surprised by the result!
Tip #5: Invest in Equipment
When making a fashion movie, the tone is king. Before selecting the camera, you need to find out the general tone of the scene. In my case, I knew that I wanted to experiment with mixing slow and fast motion using a technique called Time Remapping, so I needed a camera that recorded at least 60fps. While the camera is certainly important, do not forget the lens. If you want to get really close shots, maybe a macro lens would be the best. Just make sure to be consistent on whatever lens or shots you will use for a campaign and before buying any products, be responsible for doing your research and ask a professional friend so they can advise you of the right tools that you will need for your filmmaking journey.
“Fashion films are a filmmaker’s dream – moody, stylized and often experimental. Unlike commercials, which are forthright in their messaging and typically utilize an “appeal to the masses” approach, fashion films aim for a softer sell and typically target a niche audience. The proliferation of web video has led to an increase in this ‘genre.’ “ said Alex Suhorucov, Dubai-based filmmaker and founder of Full House DXB
He added, “Brands have taken notice, using this platform as a way to forge deeper connections with their audience.”
