• 6.3.13

    HORNITOS IN MOTION WITH KAREEM BLACK

    Kareem Black works with Hornitos Tequila to create a series of GIFs showing people living it up during a night out on the town. This fun night filled with spontaneous happenings of course could only be possible if Hornitos is involved. The idea of doing GIFs came from The Barbarian Group agency and was created as mini repeating ads of moments throughout the night. Each GIF is different and quirky in its own right, with Mexican wrestlers and people in bear suits making cameos. Our own Emma Pritchard styled this party night shoot.

    Most of the GIFs are closed circle loops, meaning that the beginning is the end and thus there is no real beginning. Another challenge of the shoot was capturing one of the GIFs in "bullet time". For this Kareem set up 13 different cameras that were synced to fire at once and, in doing so, capture the same moment from 13 different angles. As a very hands-on photographer, Kareem also excelled at directing the actors to play out the party scenes.

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