The Bay Centre’s Next Top Model [and other collaboratives]

I have been working with the fabulous team at The Bay Centre on their marketing for a couple years now. It’s an honor to shoot for one of the most popular destinations in town, and it’s always fun to see your work out in the community.
The campaigns just keep getting better and more innovative! Last summer we did this crazy mobile street photobooth (see video below) where strangers were encouraged to jump in the booth or enter online to be the next Bay Centre poster child as well as win fantastic prizes.

The photobooth was wildly successful and I loved connecting with the public there, but The Bay Centre topped that with their most recent campaign – The Bay Centre’s Next Top Model.
We started with a “Tyra” shoot in my studio with our token Bay Centre Face: Model Dana Fras. Then, contestants were encouraged to submit a photo online and gather Facebook votes. The top 10 finalists were invited to do a photoshoot challenge with me (I was the Nigel Barker stand-in for this project. Sub the sexy accent for a head of hair) and a live runway fashion show in the mall’s centre court.

The winner received a $1000 Bay Centre gift card as well as a contract with Coultish Management, a popular local modelling and talent agency.

The judges were Darlene, the Bay Centre’s Manager, Laura and Barbara from Coultish Management, and myself.

The Photo Challenge set was in The Bay Centre’s elevator, Coultish and myself gave the girls some quick tips and then they were each allotted 10 frames to work it. I was really impressed with the confidence and creativity of the girls – during the photoshoot and on the runway.
The winner was Mary Rubin, she has a fresh face and a fierce walk! Wait until you see the shoot that we have planned for the summer campaign where Mary will be posing with our “Tyra”, Dana Fras in true ANTM style.
If you missed the event, click HERE to catch the video that was also the livestream courtesy Innovate Imageworks, or read the article by Local Magazine Live Young and Free where they call me a “celebrated” photographer (#cool).

Behind the Scenes on the photo challenge with Bay Centre’s marketing guru Paula Smith and top model Mary rubin. Me at the judging table.

Here is a shorter video of the event by PK Productions.

Here is an awesome video of the photobooth Campaign by Innovate Imageworks.

This one is a fun behind the scenes look on set at one of the campaign shoots (video by Mike Zinger).