In their latest campaign with Tod’s
, photographers We Are The Rhoads
wanted to capture the latest designs of the season on a bright sunny day. The only problem was that when the day came, it wasn’t sunny at all.
The photo shoot was scheduled to take place outside on a sunny December Los Angeles day, and slated to debut for the Spring season. The objective of the campaign was to not only show the collection, focusing on an aesthetic similar to a hot summer day in Italy but also to capture an authentic and honest narrative that The Rhoads are known for. Although it’s shown in the final result, the sun didn’t actually shine on the shooting day. Instead, it rained the entire week.
Despite several locations ready to go for the campaign, a last-minute weather change forced the shoot to move inside of a studio. Agile and dedicated to the aesthetic, The Rhoads were able to construct a new a set, replicating the natural beauty of a sunny day, all in the 24 hours before the models arrived. “It was pretty intense to change an entire shoot from being outdoors to indoors and creating light, sunlight and all that, inside a dark room. It was a big warehouse. The biggest warehouse in LA,” said Sarah of The Rhoads. Without design, without artistry, and without equipment, a studio is just a dark empty room. The Rhoads and their team were able to take that clean slate and turn it into a look that was everything they needed to be.
The result is a series of images that live in the light. As creative masters of their craft, The Rhoads created sunlight in a studio setting where there wasn’t any, resulting in natural shading, with true shadows of artificial trees throughout the imagery. Despite the weather and last-minute changes, the photography pair were able to capture the effortless chic spirit of the Tod’s collection in their signature authentic style, despite the most challenging of circumstances.