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INTERVIEW WITH JIMMY MING SHUM, PHOTOGRAPHER OF THE
SPRING SUMMER 2018 CAMPAIGN, A NEW DAY
For its Spring Summer 2018 campaign, Pedder Red takes a fresh approach to life and celebrates simplicity, balance and moderation.
We collaborated with award-winning photographer and film director, Jimmy Ming Shum on the campaign, A New Day. We caught up with him to find out more about the shoot, his work and inspirations.
What do you think about your first campaign for Pedder Red?
Jimmy: I was given a lot of creative freedom to shoot. They wanted me to keep my artistic style and shoot the way that I choose to. As a photographer, it was great to hear this. It was a pleasure working with Pedder Red on this campaign.
What were you trying to achieve with the images for the Pedder red campaign? Please explain your concept and vision.
I undertook a photography project in the past which focused on shooting Japanese women over a period of four years. The images for the Pedder Red campaign was shot with the same approach.
Even though this is a campaign for footwear, I am still seeking a balance between the woman, the footwear and the environment.
It reflects the natural ease of femininity and the modern woman.
How did the shoot go?
The weather in Tokyo was a bit cold but we were lucky in the end. It was the sunniest and warmest day during that week. We were able to shoot in a very relaxed and chilled environment. This is very important for me when shooting.
Behind the scenes
How would you describe your photography style?
Charm, sensation and nostalgia.
I like to shoot with natural light and on real locations instead of a studio. I like to improvise as it depend on the lights, the mood of the setting and the models.
Name 3 things that inspire you?
Traveling, books and movies.
Who are your favourite photographers?
Glen Erler, Philip-Lorca diCorcia, William Eggleston. And my teachers, Henry Wessel and Reagan Louie.