We conceived the idea of our campaign photo shoot with the great desire to experiment and to communicate our vision of what we do and why. As this was our first outdoor shoot, we started with a lot of preliminary research and preparation. We spent a lot of time looking for the right place. Finally, we chose the forests of Yundola, a village in the Bulgarian mountains. For the photography we turned to Alexander Stanishev, a talented Bulgarian cinematographer, and a valuable friend of ours.
Our initial concept was to create a strong contrast between our furniture pieces and the setting. The beautiful nature of Yundola provided that feeling of disconnection and at the same time symbolically alluded to the origin of the objects.
However, we felt that we needed to go one step further. That is why we were so enthusiastic when the photographer gave the idea to hang the objects amidst the vegetation. This intensified the notion of disconnection between object and context and added an abstract, almost collage-like feeling.
The realization went surprisingly smooth considering our technically ambitious plan, which we completely attribute to the photographer and his crew. The shoot was done in two days and at two basic locations.
For all the shots we used stands and beams to lift the objects which were tied and leveled with strings. For each photo we did two shots - one of the arranged scene and one of the set empty of any hardware or furniture. This was done in order for us to erase any trace of the equipment during post production. The tricky part was to be very fast while disassembling the set before the natural light could change.
Despite all of the hard work, we had lots of fun and gathered tons of experience during these two days. We are almost looking forward to our next outdoor shoot.
photography: Alexander Stanishev
additional photography: Elena Nikolaeva