A high-energy spec campaign blending urban dance, personal style and youth culture, shot on location at an East London basketball court.
DELIVERABLES:
Stills for web and social, hero images and behind-the-scenes documentation.
PROJECT OVERVIEW
Client: ASOS (Spec Ad)
Agency: DNA
Location: Hoxton, East London
Date: Spring 2025
Photographer: Martin Sylvester | Martinus Visuals
Role: Lead Photographer
Distribution: Web and Social Media
Agency: DNA
Location: Hoxton, East London
Date: Spring 2025
Photographer: Martin Sylvester | Martinus Visuals
Role: Lead Photographer
Distribution: Web and Social Media
BEHIND THE SCENES
THE TEAM
CAST
– Sophie Parris @sophie.parris
– Amber Easton @ambereastonn
– Jordan Jewell @jjewellsss
– Myles Thomas @mylesthomass
– T’yanna Attram @tyannanicolexx
– Victor Allen @itzvictorallen_
– Troy Rochester @troy_roch
– Rachel Hunt @_rachel_hunt
– Laura Dougan @lauradougaan
– Jelka Lepever @jelkalepever
– Sophie Parris @sophie.parris
– Amber Easton @ambereastonn
– Jordan Jewell @jjewellsss
– Myles Thomas @mylesthomass
– T’yanna Attram @tyannanicolexx
– Victor Allen @itzvictorallen_
– Troy Rochester @troy_roch
– Rachel Hunt @_rachel_hunt
– Laura Dougan @lauradougaan
– Jelka Lepever @jelkalepever
CREW
– Producer / Director: Sam Sharma @theshasam
– EA: Paulina Geerdsen @pollyblogsshit
– 1st AD: James Duddy @jumsdudd
– 2nd AD: Alex Bernes @alexbernes
– DoP: Shaun Waldie @shaunwaldie
– Drone Op: Rob Fenton @fentonfilm
– Director of Movement / Choreographer: Sophie Parris
– Casting: Sophie Parris
– Stylist: Gia Monstrum @gia_monstrum_
– Photographer: Martin Sylvester | Martinus Visuals @martinjsylvester
– Social Media: Xoya Mir @xoyadoesitall
– Producer / Director: Sam Sharma @theshasam
– EA: Paulina Geerdsen @pollyblogsshit
– 1st AD: James Duddy @jumsdudd
– 2nd AD: Alex Bernes @alexbernes
– DoP: Shaun Waldie @shaunwaldie
– Drone Op: Rob Fenton @fentonfilm
– Director of Movement / Choreographer: Sophie Parris
– Casting: Sophie Parris
– Stylist: Gia Monstrum @gia_monstrum_
– Photographer: Martin Sylvester | Martinus Visuals @martinjsylvester
– Social Media: Xoya Mir @xoyadoesitall
MY APPROACH
Two days before the shoot I joined the team at rehearsals to plan how I would work within a fast-moving, movement-led setup. We identified early on that shadows from the surrounding buildings would be a challenge at certain times of day, so I used the PhotoPills app to map the sunlight and find the optimal shooting window, something that paid off significantly on the day.
During the shoot I worked just behind the videographer, keeping out of frame whilst capturing dynamic moments of dance, movement and personality. I documented the crew between takes as much as the action itself. The energy off-camera was as much a part of the story as what happened on it.
In the final hour I set up strobes on the court to shoot the hero stills, the images that tied the full creative together.
RESULTS
The images landed well before the video edit was complete. Cast and crew shared widely across social media, with most posts generating 35 to 50 comments, with particular reactions to the styling, movement and energy in the stills.
REFLECTIONS
Working alongside a cast of dancers and a full production crew pushed the way I approach movement and energy in a shoot. Bringing a portrait photographer's instinct into a high-energy group setting, finding the still moments within the chaos, is something I am actively looking to do more of.
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