Photographing and Modeling for the BIOGRAPHIES IN LIGHT Campaign, by Apparatus
My most exciting project of 2024
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Before I delve into the campaign, I want to thank everyone who participated in the Reader’s survey in my last newsletter. It was great to read your responses and understand my readers a bit better. Some of the responses left me laughing, like “Don’t feed the tsunami” to the question of whether I should include more technical tips in the newsletters. I am still not exactly sure what the “tsunami” is in this context, but I was delighted to read it. In case you missed it, here is the survey again.
And now, to the main event.
Last February, I got a strange phone call. Gabriel Hendifar, the artistic director of the high-end design firm Apparatus, called to ask if I would be a subject for their new campaign, BIOGRAPHIES IN LIGHT. Until then, we have collaborated on many events in NYC, London, and LA, but it’s the first time someone asked me to be in front of the camera. As my introvert goblin started hyperventilating, I heard myself saying, I’d love to.
For the project, Gabriel and co-founder Andrew Cinnamon invited 19 collaborators to participate in a black-and-white, Avedon-inspired shoot that stripped away their usual fantasy world and focused on the people, most of whom work in the arts in one way or another. To bring the campaign to life, Apparatus rented a movie-sized studio in Brooklyn and created a jaw-dropping set adorned with their new light fixtures. A video team filmed the photoshoot and a separate interview portion, creating a black-and-white film as part of the campaign.
There was a last-minute addition. Apparatus asked if I would be able to create color photos for the campaign in addition to the black and white portraits by the incredible photographer, Matthew Placek. I was thrilled. Somehow, I ended up not only modeling for the first time but also shooting my first campaign.
Matthew and I worked in parallel. Each person had a unique set created just for them, and Matthew meticulously arranged the luminous monochrome portraits. To contrast that, I set up a small studio (a black table with a black curtain) and used one light and my bag of tricks — prisms, gels, and mylar — to create vibrant portraits of each subject. I wanted the images to be dynamic and whimsical, envisioning the final series as a mosaic of light and color, and I wanted to create all effects in camera. It was the first time I was able to bring my ideas to life on a grand scale, with 18 subjects (minus myself) photographed for the campaign.
Matthew Placek took these insane photos of me. I’ve been freaking out about turning 45 in the next couple of weeks, and these came just in time.
The looks was inspired by Faye Dunaway in the cult film, The Eyes of Lara Mars. Way ahead of her time, Faye modeled a pose that has been recently popularized as a hot squat. Besides looking cool, doing it in heels is a hell of a workout. My legs went numb half-way through the photoshoot (all worth it).
And this is my photograph of Matthew, who was also both the photographer and one of the subjects for the campaign.
Unlike the constructed sets of the black and white portraits, I didn’t have a specific plan for each person. As the subjects sat down at my table, we talked for a bit so I could get a feeling for their style and mood, and then started experimenting with effects. The one constant idea was that I wanted to exploit the malleability of light, pushing the aesthetic limits to create portraits that were beautiful but also disorienting and strange. I used light as a paintbrush and an instrument to displace the subjects from their physical environment while keeping some elements to ground the viewer.
Camille Okhio, senior design writer for Elle Décor.
Lauren Gerrie, chef & dancer.
Joel Chen, Antique collector.
Tara Carroll, the president of Apparatus.
I am obsessed with tulips, and when I saw white tulip bouquets in the studio I knew they had to become part of a portrait. The question was, which one. When Tara sat down in her gorgeous black and white dress, it clicked.
Yannick Nézet-Séguin, conductor & music director at Metropolitan Opera.
Justin Vivian Bond, cabaret performer, singer & actor.
Photographing Vivian was a thrill. I’ve been a fan since the cult film, Shortbus, in which Vivian says one my favorite quotes in film history (and one that I use often), “I used to wanna change the world. Now I just wanna leave the room with a little dignity.”
Jacob Larsen, dancer at Martha Graham.
Andrew Cinnamon and Charlie Stackhouse, co-founders and designers of Apparatus.
When Andrew and Charlie sat down at the table, an obscure Renaissance painting floated to mind. I love getting random, irrational references that serve as inspiration, just wish I could order them at will.
Athena Calderone and her son, Jivan Calderone.
Debra Shaw, model (R) and Tara’s legs (L)
Though it looks like double exposure, to get Tara’s legs with the light fixtures, I used a special plastic used in magic to produce an effect called Pepper’s Ghost, overlaying the background onto the foreground.
This campaign is in print in Cultured Magazine and as an exhibition at Apparatus studio in midtown Manhattan.
Apparatus, Biographies in Light - Gallery on my website
Apparatus, Biographies in Light - Official Apparatus website
Find me on Instagram @dina_litovsky.
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It is really fantastic. Kuodos with huge hugs for such a nice picturization. Keep up doing this nice work. With much much love!!
Matthew is one of the great photographers. ❤️📸