Dior Commercial Episode 4: Ruth Ginika Ossai - Feminine, plural spot commercial 2024
VIDEO Christian Dior Episode 4: Ruth Ginika Ossai - Feminine, plural TV commercial 2019 • In this episode, meet photographer Ruth Ginika Ossai, who creates luminous stories themed around ephemeral beauty: a visual journey that captures the elegance of the Dior Cruise 2020 collection by Maria Grazia Chiuri. Discover more about her story in this video.
00:05 Surprisingly they contacted me on email.
00:08 I don’t have a website; I just have Instagram —
00:10 that’sit. I don’t have an agent — I don’t have anything.
00:12 They emailed me, I sent my ideas,
00:15 sent my model requests.
00:16 I think I sent like 50 models that I knew were in South Africa,
00:18 even Nigerian models that were in South Africa that I know, like Demi
00:21 and we kind of agreed with 5 backdrops.
00:24 So, the backdrops we print with my team in Nigeria.
00:26 They all vary sometimes they are screen-printed, hand painted,
00:29 different fabrics we use.
00:31 I started shooting backdrops because, this is funny,
00:34 I was supposed to go with my grandmother and grandfather for a burial
00:36 and everyone was like: “Oh my god! It looks so good.
00:38 Snap it with this palm tree” because it’s like make-believe.
00:41 You are in a fantasy world.
00:42 Maybe you were in the middle of the village
00:45 but really, we’re pretending that we are on a beach in Miami.
00:48 so, every time I snap my family they’ll be like “Oh my god!
00:51 Bring this backdrop — I want this backdrop.”
00:53 And then we just started printing more and more and more
00:55 and then people have liked it and it’s kind of my signature now.
01:00 It was important to me to have a mixed cast
01:03 and black models being the majority.
01:06 It wasn’t the stereotypical scene,
01:08 I wanted to do my signature with fashion.
01:11 I think, for me, I just wanted to show people as they are
01:14 not really anything over the top.
01:16 No over the top hair, no over the top make-up.
01:19 Just the models as they were in the clothes.
01:24 There were certain looks I wanted to pick, certain looks I didn’t want to pick.
01:27 And, for me, that’s not because I didn’t like them,
01:30 it was more: what works with my backdrop, what doesn’t work with my backdrop,
01:33 what works well on the models’ skin,
01:35 what works well in terms of composition and grouping.
01:38 So, for me, I was picking clothes with a more aesthetic appeal
01:42 rather than just what the clothes are.
01:44 It was just my interpretation of the Dior Collection.
01:48 I actually went to Morocco to the show.
01:51 The catwalk itself was beautiful.
01:53 For me, it was the set, the sound, everything was so overpowering.
01:56 It was great!
01:57 In terms of Maria collaborating with other designers
02:00 Grace Wales Bonner who’s a good friend of mine
02:02 and Nelson Mandela’s tailor and the wax print people.
02:06 And we’re talking about this at the show in Morocco
02:08 and for me, from what I heard,
02:11 you didn’t have to do it this way or that way.
02:14 It was almost like a free interpretation of the collection,
02:17 and what it means to that designer she collaborated with.
02:20 I think it’s been great.
02:21 If you actually find the correct information,
02:24 research it properly and not jump to conclusions,
02:27 I think she has done it in the correct way.
02:29 Maria has collaborated with the designers and let them have free range
02:33 as to how they want to interpret the collection.
02:36 There’s been 8 African photographers, like heritage photographers.
02:40 I think it’s been really strong.
02:41 We always say, especially in Nigeria, it is a male dominated industry
02:45 and I even struggle. I text my friends: “I need to find female stylists”,
02:48 “I need to find female make-up artists — help me!”.
02:50 But I think it’s really great that she has brought female photographers here
02:53 to do this collection because it really doesn’t happen often.
02:56 It was a good collaboration.
02:57 The images look beautiful and the models enjoyed their time.
03:00 I think overall, it’s been great.- advertisement spot 2019
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