“He may potentially become the greatest photographer this city has ever seen.”
OK, fine. That may be an incredibly hyperbolic statement, but so far, we are impressed. Very impressed.
The before and after photos above say it all.
Under incredible pressure, with Rebus model extraordinaire Miya Didrichsons called in at the last minute, Rebus Prez Adam Bledin suddenly thrust into the unlikely role of male model after learning that the one that was previously booked was not going to be showing, Rebus VP Moshe Modeira quickly styling the shoot and holding up an incredibly hot overhead lamp for what seemed like an eternity, a looming advertisement submission to a major magazine with a readership of over 300, 000 across the country (VICE!), a razor-thin budget, and still needing to get the photography over to Rebus graphics and advertisement layout henchman Yoav Ickowicz for a final once-over … Matt Feinstein calmly surveyed the room, meticulously made some last minute adjustments, knelt to the ground and snapped over 300 shots until he got the perfect one.
And boy was it a beaut.
Most photographers are notoriously hard to work with. Worst yet, many pigeon-hole themselves into a certain niche.
“I won’t do runway, but I love doing lifestyle shots.”
“I hate doing off-model shots, but get me a great stylist, and maybe, just maybe.”
“I will only work with these three models, X, Y, and Z. We are a package deal - they know how I work best.”
As we are coming to learn along our odyssey here at Rebus, photography is a paramount piece of the puzzle in fashion. Entire weeks have been spent pouring over shot after shot, trying to find the right ones that elicit emotion and convey the message we are trying to get across.
We are well aware that we still have much to learn, and a lot more photography nightmares to endure along the way.
We humbly picked up a whole bunch of fashion photography books for the library here at the Rebus office, among them the gargantuan coffee-table book Contemporary Fashion Photographers, and we are still flabbergasted by the sheer depth and history of the craft. Chronicling the rise of renown fashion photography greats like Steven Lyon, David Slijper, and Jens Schmidt, a common theme emerges.
They all work incredibly hard, and excel under pressure.
Now Mr. Feinstein is young. He cut his teeth doing event and wedding photography for years, and has only recently expressed an interest in crossing over to fashion. But his amazing ability to catch small details, be intuitive, the ease with which he works with people of varying personality types, and the calm that he brings to photo shoots - it is thing of beauty to behold. Putting aside his amazing abilities with an SLR for a second, his work ethic and temperament alone speak wonders about the photography career that may be ahead of him.
We are incredibly lucky to have him in the fold here at Rebus, and on that sweaty night in late June when he cranked out a shot for our first VICE ad that got many, many compliments when viewed, it really cemented our feeling that we were working with a great one.
Don’t forget us along the way, Matt - there are big things ahead, you ridiculously talented human being (those of you who have had a single conversation with the kid can relate). By the way, can you ease up a little bit so the rest of us can seem somewhat intelligent? Just a little?
Rebus Hearts Photography
Once in a while we like to call attention to inspired photography. Great use of color contrast, texture, and image softness in this photo series from Agatha Gatil, a 17 year old chef and self-made model out of Jakartha that is quietly making some noise with her own looks that she proliferates on her profile at Lookbook.nu
Louis Vuitton Resort 2011: Anne Vyalitsyna by Mark Segal
Remarkable photography - that is a differentiator that has set apart some of the large fashion houses for decades now. The calm lines, the tranquil background, the stunning beauty of the model, and the hyper-nostalgic quality of the clothing all converge to stimulate a powerful feeling of affinity in the viewer: a feeling that you would love to be a part of that moment.
Such a feeling of affinity is paramount to engendering an emotional reaction from shoppers, something that LV has done effectively for years now.
We can only aspire to such greatness here at Rebus, and the key to is to take a moment to give credit where its due - at all times.