THE JLT FILES: NO. 1 | Rachel In LOEWE
THE JLT FILES
NO. 1 |
RACHEL IN LOEWE:
Lani’s take on an editorial advertisement mockup
What began as a standard e-com image from Lani’s portfolio quickly turned into a vision for a LOEWE ad, featuring Rachel Thomas of Kim Dawson Agency. Utilizing the Adobe Creative Suite programs (mainly Photoshop), Lani turned an e-com product image with a solid white backdrop into an ad mockup that could be mistaken for a lightly weathered page from a fashion magazine spread. What may pass as a humble artistic interpretation to those with seniority in the fashion publishing space, to Lani, is a sweet representation of the courage to dabble in a complex craft that she has no formal training in but is passionate about. A self-reflective exercise that every creative person should adopt is asking oneself this simple question:
“What stops me from developing a skillset I desire and don’t currently have?”
The answer is: nothing. You don’t need that highly coveted job at XYZ magazine to develop an expertise you may think can only be acquired in a specific environment or under the headship of fashion industry royals. Albeit, those opportunities are always welcome, never put your curiosity and desire to learn a new craft on the back-burner due the wretched lies of imposter syndrome that can sometimes get the best of creative minds. A lesson worth learning over and over again is—there is no room for growth where self-doubt takes precedence. If you dream it, then do it.
Conceptualized by Lani (JLT). Original image photographed by Mark Hoffman.
Featured Designer: LOEWE
THE PROCESS
THE STARTING POINT
Lani took a standard e-com sell shot into Adobe photoshop, added a warm color grade, desaturated the background, and cleaned up any minor imperfections throughout the image in preparation for the following steps.
THE MIDPOINT: V-1
Lani isolated the subject (Rachel) from the white background to create a new background layer with a purposely placed color gradient that serves as a base to blend the brand’s logo into the background of the image.
THE FINAL EDIT
To finalize the design, Lani sourced a white textured paper asset with shadows and details reminiscent of a lightly weathered magazine page. She then blended version 1 of her design with the textured paper asset. To further embody characteristics of a print ad, she added a multi-color noise filter that resembles the mild pixilation that occurs with an image when printed.
THE TEAM
Photography: Mark Hoffman
On set Styling & Art Direction: Lani (JLT)
Model: Rachel Thomas
Graphics designed by Lani (JLT)