Henar Sherif and Adel Essam are the art directors and photographers for their company, O art-Studio. Both began as individual photographers taking up the craft as hobbyists, but it soon developed into a passion. “We were both carrying out creative photography projects just for the sake of art, and our approach and vision were quite similar. So, we thought—let’s combine the momentum into one and develop it into something even bigger with its own identity and structure and start invading the fashion industry and commercial aspects of photography,” Henar recalls.
As media content producers, Henar and Adel are the creative forces behind a wide range of projects, from a simple photo-shoot to a full campaign. “We start from scratch and come up with the concept for the project. Once it’s approved by the client, we then present the mood and styling boards for the photography and videography accordingly,” says Henar. She explained that the boards always include a detailed description of the direction for the shoot such as the location, models, color palette, angles, props, clothing, and makeup. “Once all is approved and settled, we set a date and carry it out.”
When collaborating on a project, Henar and Adel have the primary focus to reach a mutual vision, so that the final outcome satisfies the client’s needs and still keeps its artistic approach. One primary way they accomplish this is by making strategic use of fashion in a photoshoot. “Fashion is as important as any fundamental element like the location or lighting as it accentuates the direction and style,” Henar explains. “For example, if we were going for something that is Avant-Garde or something vintage, contemporary, etc., fashion brings this vision to life. Also, the colors that the models would be dressed in are prominent and very essential to the color palette for the whole shoot.”
Working as both art directors and photographers on various campaigns, Henar and Adel know firsthand how these roles must complement one another. “Art direction is like the cooking process, and photography is like the presentation of the plate. If the cooking was good and the presentation wasn’t, the food won’t look appealing and will lose value. Meanwhile, if the cooking wasn’t good and you try to present it in the best way possible, it will still lack taste and will be meaningless,” Henar says.
Henar explains that when they’re planning a shoot, they have a vision of how everything would fit and look in the frame, how this would help in the color scheme, how a location would help with lighting, etc. “While shooting, you would then know how to use each element to deliver the vision you had already planned,” she says. “It’s actually amazing and very rewarding to be the art director of your own shoot and witness the whole process from the start, creating and putting all the elements together until it finally comes to life.”
Sometimes, developing a new campaign can present obstacles. “Let’s agree that there are loads of brands and designers right now and new ones coming up every day, so it’s very challenging to always create something different and creative for your client,” Henar explains. “So, when we’re working on a new campaign the first question we ask the client is ‘What’s the message you want to deliver from this photoshoot?’. The client always has an aim or a statement that they want to deliver, and our work starts from there. We come up with the concept according to the purpose of the shoot, then decide the best direction, location, model, and lighting that would emphasize the concept simply, yet deliberately,”
Henar and Adel diligently work to make sure a brand is accurately represented when undertaking a campaign. “The idea or concept has to be complementing to and suited for the brand’s identity,” says Henar. “It cannot be something that is in contrast or doesn’t speak of the brand’s history or progress while still maintaining a new creative approach.”
The O art-Studio duo is inspired by everything they see around them. “Inspiration is everywhere and lies in the simplest forms and most minimal details. It could be a reflection in a shop window, a person standing in the right light, a location could inspire lots of ideas, a movie, a piece of music, sometimes even a person’s aura or energy. You just need to be in the right state and ready to unveil it and find it.”
To learn more about Henar and Adel, visit https://www.oart.studio/.
