Mark Hunter Stays Forever 21
Turning 21 is one of the most exciting birthdays. A totally new world opens up filled with new opportunities and stirring adventures. That energy is exactly what Forever 21 captures every day. The fashion brand’s whole look is about holding onto the joy and exploration that comes with turning 21 and letting it live on forever. When it came time to shoot their latest season they turned to Mark Hunter who has made a career out of capturing energy just like that in fashion. For him, it was second nature. “This campaign was all about the fun loving energy: this playful, youthful spirit of being forever 21, which is like the most awesome name for a brand,” says Mark with a laugh. “And I think that at the same time they’re trying to elevate.” Part of taking it to the next level was bringing on Pyper and Daisy America, two sisters whose modeling work is captivating the world.
It’s the easy and free energy of the America sisters that’s drawing the world to them and that’s exactly what Mark connected with immediately. “When they told me they had Pyper America and her sister Daisy I was really excited because they are superstar It Girls that I’ve been wanting to shoot with,” says Mark. “They shoot with the top photographers all around the world, so it was nice to be in good company.” As the shoot progressed, the America sisters and Mark got along famously creating a fantastic collaborative energy in front of the camera, but Mark was also able to create that same collaborative energy behind the camera by taking advantage of creative technology.
Setting up with his digital technician and a tethering rig, Mark and his clients watched every shot as he took it, allowing him to work with the clients in real time. By taking out the guess work and time delay, they were able to amplify their creative exchanges and get exactly what they needed. “The clients loved it because we got to review the images and make sure that everyone was happy as we were shooting,” says Mark. “We were accomplishing and knocking each shots out one by one.” Since everything was happening in the moment, Mark and his clients were able to keep their eye on the ball, creating their vision with every click of the shutter without sacrificing the littlest bit of momentum. When technology and personalities come together it creates the perfect creative maelstrom to capture the energy of being forever 21.