Monday, September 24, 2012

Emma Berg - F/W 2012 Video Premiere

While new lines are rolling out in New York, London, and Milan, it's also a big week for fashion here in Minneapolis with an ever-growing buzz amid creatives and designers alike.  MN Fashion's "The Shows" gets underway tomorrow, showcasing Spring/Summer 2013 collections from a number of local designers.

We are always on the lookout to partner and broaden our visual experiences in both the world of stills and video.  While we at JCP aren't typically riding along the front lines of the world of fashion, our latest video collaboration provided an opportunity to work closely with one of the city's most active, respected, and influential designers, Emma Berg.
Premiering online via the JCP Blog, the video will officially debut on the big screen this Thursday evening as a part of Minneapolis-St. Paul Fashion Week and MN Fashion's "The Shows,"  just before Emma and her Spring / Summer 2013 line hit the runway.  Shot this past Spring, the video highlights Emma's Fall / Winter 2012 line.  A common theme in her design work is the use of color or the lack thereof depending on the season and her overall vision for the collection.  The juxtapositions of her bright whimsical Fall / Winter 2012 line paired with the mute, stark backgrounds in the video emphasize Emma's creative design sense creating a playful, yet sophisticated darkness evident in many of her collections.

As stated in the preview post, this was an idea brought to life through the collaborative efforts of the JCP team, Grant Whittaker and Emma Berg.  Eric Schleicher / Filmerkid joined as assistant camera and JoLynn Garnes handled the edit paring our visuals with a haunting audio track by Marijuana Deathsquads. Sue Lakso, of Crash & Sues, came on board as the colorist and Danny Schmidt created the graphics closing the video.

Described as a "style-savvy art maven," Emma Berg has carved out a unique niche in not only the realm of fashion, but also works closely in the promotion and introduction of emerging artists through her website MPLS Art.  Like all of our creative endeavors we are excited and proud to have a wealth of talent so close to home to reach out to as we ourselves work to further evolve and grow.    

MN Fashion Week runs from Sept. 23rd – 30th.  Once again, be sure to check out the latest from Emma Berg this Thursday, Sept. 27th.  Events to be held at the Grain Belt Bottling House in Northeast Minneapolis.  Doors open at 6:30.

Produced & Directed  - Jonathan Chapman

Art Direction & Styling  - Whittaker Style
Editing – JoLynn Garnes
Assistant Camera – Eric Schleicher
Production – John Fontana
Talent – Arquette / Vision
Music – Marijuana Deathsquads
Graphic Animation – Danny Schmidt
Colorist – Sue Lakso / CrashnSues
Special Thanks to the Ritz Theatre