The 2019-2020 Catalog has just released. What goes into making a catalog? Let alone nailing the perfect shot? Keep reading to find out!
First, it is all about the theme. The Pastry team starts brainstorming ideas in the fall. That’s right, almost a year before the catalog comes out. After several brainstorming sessions, the team narrows down the options to two potential themes and creates mood boards for them. After reviewing mood boards and inspiration, the team selected Live Life in Color as the 2019-2020 Catalog Theme. Pastry loved the concept of highlighting colors as a way to enhance a dancer’s expression through movement. In addition to choosing bold colors, just like our bright colored sneakers, the team included colorful props for the dancers to use to create various shapes and angles.
After the theme is selected, it was time to decide who will help bring the vision to life. Pastry held a casting call at Broadway Dance Center where many talented dancers auditioned. Nine were chosen to represent Pastry for the 2019-2020 Catalog.
In addition to models, the team had to select hair and makeup artists, a stylist, a choreographer and a location for the photoshoot. Pastry knew instantly that our photographer Lourenso Ramataur, of Out of NY Studio, had to photograph this in order to truly bring the vision to life. The Pastry team also wanted to continue to use the Hip Hop Dance Conservatory for videography and social media management. With the help of Lourenso, Pastry decided to use his studio in Union City, New Jersey and created thirteen different sets to be used over the two-day photoshoot something that was unheard of.
During the months leading up to the big event, the photoshoot team worked diligently to design the sets, select props and worked with the stylist on outfit inspiration to help create the vision. With a lot of time, patience and hard work, the team was ready for the photoshoot to begin.
On the morning of April 23rd, we were ready to conquer the impossible. From 7am to 6pm we shot fourteen different looks on eight sets. Our Choreographer Shanté Ward, who is the Manager of Performance Teams for the Chicago Bulls, Hair and Makeup Artists Samantha Spivey and Besjana Hoti, and Stylist Audree Lopez, of Audree Kate Studios, were put to work! We started the day off with hair and makeup followed by stretching. Once the day’s playlist started, the dancers were ready to get the party started!
The second day, April 24th, we shot thirteen different looks on eight different sets. The dancers really tested themselves and were able to push themselves out of their comfort zones to get some incredible shots. During the last five hours, with the help of AK47, a division of the Hip Hop Dance Conservatory, we worked on a secret project (coming soon) while completing the rest of the catalog photoshoot.
You might think the fun ended after the photoshoot, but it had only just begun. Next up, was the photo selection process. With almost 3,000 photos taken over the course of two days, the marketing team was put up to the task of picking 46 images that best represented the brand and the overall creative vision. After the selection process, editing and retouching began. During this process, photos are looked at with a fine-tooth comb to check for imperfections in clothing, backdrops, etc. Color corrections, the process of adjusting colors that may have photographed differently than they appear in person, are completed too. Once this process was finished, the final images were sent off to 514 Designs, our graphic design team, to put the catalog together. After several rounds of edits, the catalog was printed and was the ready to be shown to the world.
The Pastry team is excited to present to you the 2019-2020 Catalog: Live Life in Color!
If you would like a physical copy of the catalog, please email email@example.com.
Use the hashtags #LovePastry, #1DanceSneaker, #PastryCatalog2019, #LiveLifeInColor, and #ColorMePastry to let us know what you love most from the catalog.