Pedder Red S/S 2015 Press Preview- Interview with the Campaign Art Director Queenie Rosita Law

Winter is coming to an end and Spring have finally arrived in Hong Kong.  For many its about storing the heavy jackets back into our closets.  For fashionistas its about the search for the Perfect summer wardrobe and one our the perks of being a fashion blogger is to be able to select our favourite pieces at press previews. Those who know me will know that one of my greatest obsessions in life are shoes. I love looking at women shoes and I love wearing mens so imagine my excitement when I was invited to Pedder Red Spring Summer 2015 Press Preview.

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The theme for the latest collection is “Secret Garden”.  A collection which includes a variety of styles from flats to ballerinas to sandals and heels in materials such as leather and plastic. Print was some of the key pieces include sporty loafers in lace and floral prints, Metallic strappy sandals with crystal applique and the most gorgeous pair of Stappy heels in blue suede and leather.  For me, these are the “flowers” against a range of neutral coloured shoes which really communicated the theme of “secret garden”

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To present the collection, Pedder Red have hired local artist and photographer Queenie Rosita Law to do art direction for the lookbook and the  campaign and I’ve had the honor to conduct a short interview with her for this blog to have a further understanding behind the creative process of the wonderful campaign. So without further doodads, here is the full interview.

Conversation with Queenie Rosita Law- Art Director for Pedder Red Spring Summer 2015 Campaign.

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TIMTIM : What is the inspiration behind the art direction of                                                                   this season’s campaign and how does it relate to the products in the new collection?

QUEENIE : The concept of this campaign is “Secret Garden” and we’ve chosen 5 images for this campaign to represent a 5 stages of this journey. Each shoe of the collection is a reflection of each stage of this series.

So the 1st stage is “Start” which features a pair of ballerina flats to represent a sense of beginning.

The 2nd is stage is “Steady” which features a pair of pumps cause a women being able to stand in a pair of pumps is very beautiful

The 3rd stage is “Run” which features a pair of floral slip on cause that is one of the sportier shoes in the collection.

The 4th is “Leap” which features a pair of metallic laced up flats which is very light and airy even though its in leather.

The 5th and final stage is “Land” which features the same pair of slip ons as “run” but in a black lace print to balance out the campaign.

In a way this is a very abstract and slightly darker take on the “secret garden” so theres no fairies or sparkles.  Mirror is used to communicate the concept of “Secret” because secrets are not fully covered, its a reflection of reality so mirrors are used to create a sense of distortion.

TIMTIM: What was the biggest challenge which you and your team came across during this project?

QUEENIE:  The biggest challenge is to tying the whole campaign together from concept to video to photography to lookbook to make it feel cohesive and having the same visual language even though we are working with different types of mediums from photography to graphics to 3D format such as video

TIMTIM: How do you define your design philosophy and your aesthetic and how does it reflect in this campaign?

QUEENIE:  I personally love to do a lot of photo imaging and collage work so the border frames around each image is photographed separately which is very simular to the work that I do.  Also the lookbook included some concept images with hand written text so these photos really reflect my own personal work as an artist.

TIMTIM: Many creative people in this field often struggle to find a balance between the art and commercial work. How do you find this balance?

QUEENIE:  As mentioned previously, in the ad campaign we have the photos which features the shoes which is more commercial but we also have the more artistic frames and concept photos so the balance is more about mixing the commercial with the art and make something beautiful out of it and also execute the concept in the best way possible.

TIMTIM: Which is your favourite photo in this campaign and why?

QUEENIE:  My favourite photos are “Run” and “Leap” not because of the final result cause metaphorically speaking “Run” is about running towards something you found in this journey while “Leap” is about jumping out of it while grasping what you found in this journey so I really like the meaning and feel of those 2 photos.

TIMTIM: What are your creative plans this year? Do you have any special projects which you have coming out this year?

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QUEENIE: In the future I would love to work more with different brands to do different campaigns ’cause many brands are very product focused so its always interesting to be able to tell a story thru art for a commercial purpose. I would also love to do more of my own art work which explore imagination and reality. For example some of my work involve using polaroid photography but working thru it while the film is still developing to get this contrast between imagination and reality. This idea is almost used for this campaign but unfortunately its difficult to find this type of film but I would love to explore this concept of imagination and reality more thru my work. Hope you all enjoy this interview with the super talented Queenie, thanks so much for your time and for Pedder Red for making it happen. Its such an honour to get to know the creativity behind the beautiful work and I’ve learnt so much.

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For updates of Queenie’s creative journey, please follow her blog and Instagram- productionq.   For latest updates and information for Pedder Red checkout their Facebook Page and follow their Instagram- pedderredoffical.

Thats it for now.

Until Next Time,

XOXO TIMTIM WONG

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