Guest Creative Director Angela MonDragon George challenge us: “Choose a mantra you live by and portray it with full freedom.” Our goal was to push our limits and create something beautiful, to story tell this mantra so others are impacted by it as much as we are.
When approaching this assignment, I knew that I wanted to represent what I call a 'Hell Yeah' mindset. To me, 'Hell Yeah' is a permanent battle cry, a love story of commitment to the unknown and the uncomfortable. The ‘all in, no holding back’ type of lifestyle. I created a hand-sewn flag to represent the battle cry aspect of the mantra. This included cutting fabric, creating a stencil for each letter and then meticulously sewing each one to create the flag. I then used a naked model in motion to embody the unknown and uncomfortable.
This assignment was a success. I measured this by the slow, intentional gaze viewers gave to the photos. The emotion evoked from the photos were translated through the black and white motion shown in each photo. Hell Yeah clothes you in adventure; drenches you in aliveness, and soaks you in memories. This was clearly portrayed through intentional art direction.