Fashion photographer and filmmaker Tauseef S has been making an indelible mark in the industry with his diligence and hard work. He has been in the fashion industry for a long time and has been photographing several Bollywood Biggies like Amitabh Bachchan, Shahrukh Khan, Salman Khan, Sharukh Khan, Katrina Kaif, KareenaKapoor Khan, and even international stars like Chris Gayle and many more. Other than photography, he is also the assistant director at Chrome pictures and also the Chief assistant director at Kite Runner Films. The Mumbai-based famous production house has been producing several Television Commercials and also music videos of many renowned and emerging brands. With all the work experience and expertise, the trends in ad filmmaking are-
• Amendment in Story Lines - Ads that formerly depicted the use of bare hands, playing out, or operating wildly in the pre-covid era have changed their storylines. It has been replaced with the addition of wearing masks, sanitizers, and ensuring safety. This has been applicable to such an extent that even jingles of brands have been changed.
• Shifting focus to Indoors - Brands like spices, groceries, and household items have become primary backgrounds or subjects of stories. TVCs want people to feel at home when they shop from brands. They want people to have the best experiences sitting at home and thus they design the ads in a new format.
• A rise in celebrity endorsements - To address the changes and carry these forward smoothly, a lot of celebrities has been approached by these brands to gain a public audience. This has been immense audience retention during Covid times as watching celebrities even shoot the TVCs from their own households has added a personalised and a shared "we" feeling with the audience.
TauseefS shared the trends that have been successfully hitting the mark in the industry. Some of these are:-
• Silhouettes in Photography- Being a fan of silhouettes himself, he feels that this form has evolved a lot in recent times owing to its aesthetic and subjectivity. As the models reduce to black figures only, the frame becomes the core of attraction and psychologically delves into feelings of isolation and mental health aspects. These photographs are mainly created with backlighting.
• Social Distancing in Photography- Fashion has particularly changed post-Covid era. Masks have not only become a necessity but a style statement that everyone adorns. Thus fashion brands have distinctively added masks in their fashion line. This has thus revolutionized a new form of photography with models standing at six feet of distance, wearing masks, and doing insightful poses.
• Indoor Shoots- Due to the imposition of contemporary restrictions and the lockdown, most of the work has shifted indoors. Thus a new form of photography exploring the indoors has made a significant rise. Newer forms of subjects like the family, home, connections have been explored a lot by photographers. Solitude has been a wide area of interest and thus corners of the house have been romanticized by photographers. Even fashion has evolved from wearing properly-suited dresses to fitting in indoor objects like cushions, newspapers, flowers, and more. Thus, to fit in, photography has too. Shallower depth of field with cooler color tones have been mostly put to use.
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