Kristin Vicari Takes Your Safety Personally
Kristin Vicari is known for her bright and energetic photographs. She’s a breeze to work with: relaxed and fun on set. She loves to inject that into all her work; she’s less interested in specific set ups and more focused on getting the right feeling in the shoot. That’s why her latest project with Transport for London was such a departure. But it was important to her.
For those who don’t know, London has a system of “Mini Cabs” that can be reserved in advance to be used as a car service. Sometimes drivers claim to be associated with these official services but aren’t actually accredited, and it can be dangerous for the riders. Kristin’s campaign with TfL is to call attention to this problem and attempt to curtail it. A dangerous situation could happen to anyone, so Kristin and TfL had to represent the full breadth of possibilities. “They wanted to convey different types of nights out,” Kristin says. “Not everyone goes out and just drinks.”
Using a social media inspired aesthetic, Kristin photographed three sets of women in three different circumstances: one group partying, another seeing a band play, and a third out to dinner. She shot the campaign as though the groups were taking selfies and posting them on their Instagram accounts. “I think the most challenging thing was always being aware that it had to be from the POV of the girl. Like her taking a selfie,” Kristin explains. “The model and I were always connected. She was always holding my hand while I was holding the camera. It wasn’t the easiest of shoots.” What resulted was a natural progression of the evening.
The first few images sees the group partaking in their night time activities, and then they head home. The second to last image in each spread has the woman posting a final selfie to say “Goodnight!” But there’s a sixth image. That last image is made to look like it’s being taken by mistake. “It captured the moment when she was being attacked,” Kristin explains. “It was really intense because the girls were crying and screaming because they’re all actors. So they really got into the role of it, of being attacked.” The two models and Kristin were in these tiny cars, acting out these horrible potential situations. But it was for all the right reasons.
For Kristin, this campaign was particularly significant because she has a personal connection to the issue. “One of my best friends was attacked in London a few years ago,” Kristin explains. “When I was asked to do the campaign, even though I knew it would not really be my normal thing, I did understand the importance of doing it.” Sometimes a campaign is more than a campaign. Sometimes it can keep people safe.