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  • Writer's pictureKate Brunotts



Every day at johnnypuetz Productions is a new adventure. Between sit-down interviews with Sarah Jessica Parker and traversing the country to highlight Olympians, we get the joy of hitting our very own New York City streets. The Big Apple naturally serves as an excellent backdrop for fashion, acting as the perfect companion to an editorial look. 

Come with us as we take you through the process of one of our latest shoots, capturing stills, film, behind-the-scenes moments, and video to create a cohesive campaign. 

Letting the Style Speak for Itself 

We meticulously curate the environment to reflect the focus of the campaign, whether that’s a single garment or a full collection. For this shoot, our model Ella Petrushko dawned a coffee brown overcoat that aligned well with the industrial tones of the cityscape. 

We shot right along the M-train, creating a sense of the city’s trademark hustle and bustle. Using  natural pops of color, we created images that are equally cinematic and flattering of the garment: 

To capture the look, we utilized two of our in-house cameras, combining the polished Canon DSLR shots with the Hasselblad 500CM, providing the in-demand more traditional film look.

We oscillated between static and moving shots to give the lookbook more variety and speak to the flexible nature of the garment itself: 

Playing with Movement

Today, consumers engage with short-form videos more than ever. Showcasing styles in motion can help potential buyers visualize themselves in new styles, making video surprisingly effective for brands as far ranging from Uniqlo to FILA

Fortunately, our team is well-versed in simultaneous photo and video capture, enabling us to build a stunning showcase of the overcoat with Ella strutting across the streets of New York City. 

As a full-service production company, we move our clients through the full range of the process from initial inklings to final cut. Our robust infrastructure makes it easy to capture efficiently, as we can foresee the highlights and arcs of the future edit, creating a seamless shotlist. 

The final video effectively tells a story around the style of the garment, giving it life and context for the intended audience: 

Retouching to Perfection

When it comes to editorial work, pristine imagery is at the top of the priority list. Following the shoot, we worked through multiple rounds of retouching, working through relighting and grading processes to further elevate the stills and video.

Our detail-oriented team moved swiftly to whisk away stray hairs, retouch inconsistent natural light, and brighten dark circles to create stunning final results: 

We couldn’t be more proud of our team’s hard work in bringing this shoot to life. With our expert group of lighting technicians, stylists, camera operators, and exacting board of editors, Ella’s modeling created a dynamic story surrounding the garment: 

If you find yourself in need of high-quality video services, please don’t hesitate to reach out! You can find us on socials to stay in the loop or check out more project deep dives on our blog


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