A photographer for Fenty Beauty, Renata Raksha’s does most commercial photography. What I like about her style is that it’s chaotic but methodical. Her work is raw and bold, taking on urban styles. For instance, some of her work includes the background of her studio as props to frame her images. It takes away the clean look people often see in photography, especially commercial photography.
In her interview with VSCO, Renata Raksha: No Rules Apply, the title itself encapsulates her way of photography where some elements are done by impulse while others elements was made with careful decisions but still take on this chaotic sense of style. In the video, she mentioned that she had to move from Los Angeles to York, so she decided to paint her warehouse and rip clothes to remove an attachment to her things. She then uses these things and incorporates it into a photoshoot.
She also likes to build a rapport with her subjects by placing them in physical discomfort on shoots so that it could bring the subjects to react naturally. I found that interesting because I like to incorporate that technique during my photoshoots.
Renata Raksha’s uncanny, bold and raw approach to photography will influence my work for the billboard shoot because I want to produce an eye-catching image for a widely loved product.
Our research for Southern’s social media had shown us that they aren’t very communicative on their platform:
On twitter, there is minimal interaction with their followers. Most of their tweets are about delayed services or trains being cancelled. This poses a negative view on them online.
As for instagram, I couldn’t find a legitimate account for Southern Rail, the image posted below is what I assume is their account:
Most instagram accounts ran by companies and business that are successful are verified by a blue tick on their account profiles. This determines the legitimacy of the account so that it can be spotted out from any duplicate accounts.
Again, for Southern rail, their posts were minimal, and there wasn’t much of an attempt to their customers in a positive way.
With this taken in mind, I had quickly thought of how we wanted Southern to look online.
One of the mockups I had made was of Southern’s instagram. What I wanted was to promote location shots as well as portrait shots of commuters. With the portrait shots, it gives a more human connection when viewing it, on the image there would be a caption of their travel stories.
By taking this approach for Southern, it would improve their persona as a company and give customers a slightly different impression of them