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Photopia is back with Kegham’s career-changing 7-day intensive workshop on art direction and image making. This bootcamp workshop is a marathon of methodologies and processes where we explore story-telling, concept-development, visualization and communication as tools for articulation and expression within the fashion realm and beyond.The contemporary fashion industry cannot operate without the image which turns its commodities into manifestations of fashion. In fashion, we consume an image before we consume a product, and to many the image is the actual and only commodity.
Image-making in any line of practice of the creative fields, primarily entails applying strategies of creative direction before employing specialized skills for the corresponding pratice. Art direction is the global process of creating a story or a concept for a fashion brand, collection, magazine, photo-shoot, film, visual merchandising, design practices etc…
The approach of this workshop is anchored in concept development and story-telling, and it addresses the global methodology of art direction and image-making which can be applied to a variety of practices in the creative arts beyond fashion even if the main framework of this workshop is fashion.
Through practical projects (individual and in teams), theoretical lectures and presentations this workshop will immerse the workshop participants in the creative process, skills and methods of image-making and art direction.
This workshop is designed for highly motivated students or professionals in the creative fields (visual artists, performing artists, designers, stylists, photographers, makeup/hair artists, editors, film-makers, art directors, writers…).
PARTICIPANTS ARE EXPECTED TO DEDICATE THEIR FULL TIME DURING THE 7 DAYS OF THE WORKSHOP. IT IS ADVISABLE NOT TO HAVE ANY OTHER COMMITMENTS DURING THE WORKSHOP PERIOD.
PLEASE SUBMIT AN EMAIL with subject: ‘Art Direction workshop September, 2024’ to [email protected] and [email protected]) with a short paragraph introducing yourself and 5 to 10 examples of your work (images or videos or general work depending on your medium and field). You can send a link to your work or portfolio as well.
Registration through:
https://docs.google.com/forms/d/1TV7-vMUvoBy4FPwmP62kYtEAj5DINHDt8n5E8lX72lc/edit
Deadline of Submission: 15 September, 2024
Deadline for Payment: 22 September, 2024
Dates: 25 September - 1 October
Time: 10 AM - 7 PM (daily time may differ depending on the day and projects)
Venue: 22 Cleopatra Street, Korba, Heliopolis.
Fees: EGP 15K
Profile of the workshop participant:
Professionals or students who have had professional, academic or personal experience doing work in the creative and communication fields (visual artists, performing artists, designers, stylists, photographers, makeup/hair artists, editors, film-makers, art directors, writers…).
· Open for beginner, intermediate and advanced level.
· The participant must be at ease with manual work, experimenting and altering objects / garments / accessories / materials (no fashion design experience required!).
· Participants should be highly motivated and fully committed for the entire period of the workshop.
· It is preferable to have a working knowledge of InDesign and Photoshop but it is not mandatory.It is very important to have a laptop and camera (DSLR, point-and-shoot or even a good mobile camera).
Content & Learning:
Presentations, lectures and exercises will address these topics:
· The fashion system
· Understanding the fashion image
· Fashion photography & representation
· Key iconic fashion photographers
· Contemporary fashion photography and image making
· Concept development & story-telling
· Creative fashion styling
· Genres of fashion editorial shoots
· Moodboard methodology for creative projects
· Understanding the significance of layout
· Process of a fashion photo-shoot
The practical part of the workshop will be through the Context, Narrative and Interpretation Game which is a series of accumulative projects of different stages that mainly end in photos or video in every stage. The whole process begins by interpreting a simple brief and takes this as a starting point on which more complex briefs are gradually added. These exercises stress on the skill of story-telling and narrative building as the central element for creative projects in general and fashion photo/video shoots more specifically. This will further allow the students to understand the deep relation between analysis, interpretation, personal identity and image-making in their practice.
Before the first day of the workshop the confirmed participants should prepare and research some references for a personal concept / idea for a photo-shoot.
PARTICIPANTS ARE EXPECTED TO DEDICATE THEIR FULL TIME TO THE WORKSHOP DURING ITS PERIOD.
BIO of Kegham Djeghalian
Kegham Djeghalian is a Paris and Cairo based multidisciplinary creative director, fashion practitioner, visual artist and educator whose work lie in the intersection of fashion practices, education, photography and the archive.
He is a Professor of Fashion Studies, Image & Design, and the Artisitc Director of the Fashion Design Department at the German International University (GIU). In 2022, he launched an educational partnership with Christian Dior Paris and Egyptian fashion design students at the German International University (Dior x GIU Lab), the first international design education project of Dior.
Djeghalian has been a faculty member at Paris College of Art (PCA) since 2016 and is one of the faculty members who premiered the Master of Arts program in Fashion Film and Photography in 2016. He was the Acting Pedagogic Director of the Master of Image Design in fashion at l’Institut Français de la Mode (IFM) in 2018 & 2019.
He worked, consulted and collaborated with a diverse repertoire of local and international fashion houses, agencies and publications; his visual arts work and interventions were exhibited internationally in galleries, institutions and museums the likes of the Centre Pompidou in Paris and the Photographers’ Gallery in London.
Moreover, Djeghalian has been working on a long-term project addressing the endangered archive of his grandfather, Kegham Djeghalian Senior - the founder of the first photography studio of Gaza. He premiered the first articulation of his work and research in a solo exhibition “Photo Kegham of Gaza: Unboxing” in 2021 during Cairo Photo Week, then at the Institut Français in Cairo in 2024.
Djeghalian studied Image Design in Fashion at l’Institut Français de la Mode (IFM), Visual Arts at the American University of Cairo, Visual Culture and Design at Goldsmiths College University of London, and Fashion Studies at Central Saint Martins and London College of Fashion.
Refund Policy:
-Before 48 hrs of the course students will get a full refund
-During the 48 hrs students will get 50% refund of their payment
-After 48 hrs students cannot refund their payment.
Payment confirm your registration, if you did not pay before the deadline your registration is not valid.
Payment Options:
Cash, Credit card, or through bank, Fawry.
For more info please contact us:
01211338991
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Event Venue & Nearby Stays
22 Cleopatra Street, Korba, Heliopolis, Cairo, Egypt
