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    A behind the scenes look at the creation of brand collateral for Mecca USA.
Mecca USA Brand Collateral
During January 2007, I received an emergency phone call from the Sales Director of Mecca USA. Imagery was desperately needed within one week for the MAGIC Tradeshow in Las Vegas. The desired image was to be an iconic urban photograph displaying an African-American male prominently wearing Mecca clothing. Due to the short notice of the job, I was granted total creative control.

After casting the model and working with Mecca USA to assemble appropriate outfits, I began location scouting. In order to satisfy the desired urban/industrial look, I narrowed my locations to Manhattan’s Meatpacking District and Brooklyn’s Industrial District. The Meatpacking District was selected for safety reasons. I further determined that the pre-sunset “magic hour” was the ideal shooting time - providing enough light to capture location detail while still preserving a nighttime quality.

To provide the most pleasant and realistic skin tones, I lit the scene with minimal battery operated tungsten lighting. Street and flood lamps were relied upon for all ambient lighting.

Final imagery was enlarged to billboard size and used at the MAGIC Tradeshow. Subsequently, the image was also selected for use in offline media campaigns - appearing as a full-page advertisement in consumer and trade publications nationally.