Creative Director
As Creative Director I was in charge of aspects of the magazine such as idea generation, location scouting, clothing scouting, clothing pick up, shoot management, brand streamlining, organizing shoots, helping with the layout of the magazine and executing my shoots. Being a part of this creative team was one of the best experiences in my career thus far. I was taught studio skills and pushed myself to create some of my favourite images to date. Each issue I pushed myself to be better than the last and I am extremely proud of the outcome of these prints.
My thought process for each issue involved mood boards that I would bring to group meetings to show my ideas clearly. These were colleges that were done in photoshop that would include colour scheme, clothing, makeup, hair and locations. All of the collages were based on the rise of runway trends in 2017 that embodied aesthetics from the ’90s.
My most accomplished issue was that of Spring 2018 because I organized the cover shoot. I landed a local celebrity for the shoot who aligned with the magazines brand. I then focused on getting clothing, makeup, and a location that would streamline both the subject and magazines brand. This truly highlights my personal branding, collaboration, marketing and time management skills.
LADA Summer 2018
I had the opportunity to have the "Floral Babes" shoot published within the 2018 LADA summer issue. I organized and photographed this shoot while also having the role of creative director. “Floral Babes” is one of my favourite shoots because I had complete artistic and creative control.
Cover photo: William Riquelme (Editor-in-Chief )
Summer 2018 Issue: https://issuu.com/ladamagazine/docs/lada_summer
Floral Baby Mood Board
“Floral Baby” was born from the influence of beauty trends which were, at the time, rising in popularity on Instagram. These trends consisted of using flower petals as makeup; the “no makeup” look. This idea also took inspiration from Grace Kelly's wallpaper designs and innovation for new looks with makeup. The “Floral Baby” mood board was a shoot that I organized and worked in collaboration with local artists Sarah Godfrey, MUA Brittany Kreller, LA OSA Jewellery & Vintage and Gemini Modelling.
Mood Board created by Emma Tonellato using Photoshop.
Sweet Pea Mood Board
Sweet Pea was a whimsical garden shoot that was streamlined into the Floral Baby concept. The concept was to add a modern twist to gardening apparel with flowing sundresses, rain boots, overalls, hats and flowing tops. This shoot was executed by William Riquelme (Editor-in-Chief) and Megan Murray (Manager Editor).
Mood Board created by Emma Tonellato using Photoshop.
Image From Floral Babes Shoot
Derived from the “Floral Baby mood” concept, I organized hair, makeup, models, and jewellery. I adored every minute of shooting and editing “Floral Babes”, this is one of my favourite photos to date.
This shoot was executed by Emma Tonellato (Creative Director).
LADA Spring 2018
LADA Spring is a very special issue for me. My main responsibility for this issue was to organize and manage the cover shoot as I held the role of Creative Director. The team had expressed that they wanted local celebrity, Adele Newton, from the CHYM.FM morning show on the cover. This issue was focused on establishing a brand and cross-branding with a local celebrity in town. I contacted her, set up a meeting and made it happen. Branding was extremely important to Adele, everything needed to represent her brand, as she is a public figure. This included everything from the wardrobe to the location being aligned with who she was within our community. I organized the entire shoot from getting a high-end boutique store to provide the clothing (SASS ). To achieve the location for the shoot as Langdon Hall, the perfect location for Adele's brand. This was a once in a lifetime opportunity to be able to make connections with other local professionals in town. This shoot was executed by William Riquelme (Editor in Chief).
Spring 2018 Issue: https://issuu.com/ladamagazine/docs/lada_spring_2018
LADA Winter 2017
LADA Winter issue was an exciting issue for me because it was my first self-organized full-scale studio shoot. For this shoot, I organized the location, acted as Creative Director and did video work for social media. I also had the opportunity to organize my own shoot known as “Sharp Around The Edges”. In this shoot, I organized clothing from Plato’s Closet Kitchener, Makeup Artist, Location at Timber Barn, Models from Gemini Modelling as well as taking and editing all published images from this shoot.
Cover shoot executed by William Riquelme
Winter 2017 Issue: https://issuu.com/ladamagazine/docs/lada_winter_issue
The Working Girl Mood Board #1
The Working Girl was inspired by 90’s women’s pantsuits and work apparel mixed with modern makeup and hair trends of 2017. This included bright glossy makeup and wild hair. This mixed with a coffee shop tour idea of evaluating different coffee shops in KW based on how many plugs, quality of coffee, best drink and if its friendly work environment. This Idea transformed into the “ We All Fall To Pieces” shoot
.
Mood Board created by Emma Tonellato using Photoshop.
Image From Sharp Around The Edges
Derived from the early grunge mood board. I organized makeup, models, clothing and location to bring the overall concept to life. This was an exciting shoot because I got to collaborate with my brother who modelled for this image and others in the “Sharp Around The Edges” shoot.
This shoot was executed by Emma Tonellato (Creative Director.)
LADA Summer 2017
LADA Summer was the first Issue that I worked on with the LADA team. I had three images published for the “Fall Jackets” article. I saw this shoot as my first chance properly to prove myself to the team and show what I can offer for future issues. After this issue, I fully transitioned into my Creative Director role.
LADA Summer Issue: http://www.magcloud.com/browse/issue/1334140
Creator Spotlight - Emma Tonellato
During the planning processes of LADA’s spring issue, I was interviewed by the GBDA Creators team for my role as Creative Director. I was the first second year in my program to be interviewed by the team and loved collaborating with them.