http://www.finlaymackay.com/
Clients
Adidas, Arena, BT, Diesel, Harrods, Nike, Olympus, Scottish Ballet, Sleazenation, The Face
Finlay MacKay’s first major campaign, shot for KesselsKramer, won awards for Diesel’s dark, gut-wrenching Work Harder campaign. His language continues to evolve with energetic sports shoots and Grimms fairy-tale fashion such as his recent best-of-British fashion portrait for Harrods
http://www.marcosantucci.com/#/photographers/finlay/
Finlay MacKay's work is a perfect example of a dramatic staged image He specializes in these kind of images and uses this dramatic lighting for all of his fashion shoots. His photographs are very distinctive due to his use of lighting and tones. In this series of photographs entitled "Today We Work Hard" by the Diesel Company won him critical acclaim. What is so interesting in his photographs is the way in which he uses dramatic lighting to create meaning throughout the series.The textures and tones of the subjects are also very striking and amazingly well-lit and the framing of these photographs helps to create connotations and relevance to the title. To create this amazing lighting he has either used Tungsten lighting at different positions to the camera with gels. He could have also used flash but this might have created a too sharp contrast between the key flash and the fill-ins
The representations of the subjects depicted are quite neutral in their stereotyping as the women are not elegant with sweat pouring down their faces and the men are dominant and powerful and yet nearly unable to lift up the very heavy trunk shown in the photograph.The subjects show equal authority and power which is politically correct in today's society and show no specific gender roles being adopted.Although the only dominance they actually gain is a sort of power over the audience as they are depicted at a low angle shot with imposing and aggressive body language
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