TAROT CAMPAIGN

>> 3.22.16 UPDATE: Tarot wins 2 District ADDYs for 'Advertising Industry Self-Promotion' and 'Photography: Elements of Advertising. On to Nationals! <<

>> 2.18.16 UPDATE: Tarot Wins 3 ADDYs for 'Advertising Industry Self-Promotion', 'Photography: Elements of Advertising', and 'Copywriting' <<

>> 1.29.16 UPDATE : Tarot Featured in PDN Praiseworthy Printed Promotional Pieces <<

I'm excited to share more about the creation and inspiration behind my recent series "Tarot", seen above as a printed set and each card highlighted below. Tarot is a project that came to fruition as I set out to create a personal campaign that combined far-away landscapes with studio shots of talent and props into a conceptual narrative. The challenge of creating a layered story within a vertical canvas added to the allure for me as my work frequently has a horizontal bias.

– POST-PRODUCTION –

Check out the progression videos below to get a glimpse into the retouching and compositing artistry executed.

– THE MAKING OF TAROT –

Production of Tarot took nearly 2 years from inception to distribution. I worked with an immensely talented crew including an art director, designer, copywriter, retoucher, as well as actors, styling and production teams.

BTS Tarot

Prop shopping for "Lovers" at Lucy In Disguise, Austin TX

Chi-Chi was our pup for The Fool captured in studio

First we ordered a boat kit from England, assembled it, aged it, then photographed it in a baby pool in studio.

Custom made gold bikini for "Lovers"

An early concept for The Fool was to shoot him from below, falling backwards off the cliff's edge.

A simple sketch for Hanged Man

Our lovely styling assistant, Sarah, laying in for The Hanged Man.

Rocky trying out the inversion board.

Often The Lovers card depicts 2 people embraced, this card was inspiration for featuring 3 people

An alternate male-centered arrangement of the Lovers

Yep. I had to get my hands dirty and do some wardrobe modeling for High Priestess

A variation of High Priestess, standing with a pomegranate, symbolizing fertility.

Test shot for our falling female from The Tower

Display of the Death props at the Tarot Release Party

Tarot Release Party

An alternate background for The Lovers

Test shot for falling male from The Tower

Death figure with scythe and horse skeleton head

It couldn't be a Tarot Party without Tarot Readings

Celebrating with Robbie Forrest and Stacy Evans at the Tarot Release Party

We also captured the maiden for Death seated as if on horseback

A third version of Death featured the maiden lying down in the boat

Comparing walking sticks for The Hermit

The select used in The Hermit

Another version we made of the Hermit featured him emerging from a cave

The background used for The Hermit was captured in Patagonia

Torres del Paine was the background and canvas for The Tower

A lone tree in the Grand Canyon was where we suspended The Hanged Man

Young mangroves on the beach in Thailand are the background for The Lovers card

We began concepting in 2014 by considering first the purpose and audience of this campaign; to send an attention-grabbing print mail piece to creatives in the advertising industry. Tarot was born from the desire to create interactive art cards in a manageable size, that tell a story, are visually captivating and demonstrate my stylistic versatility. We considered all 21 Major Arcana cards and landed on the 7 cards that would comprise a fulfilling range of artistic diversity.

Here are a few behind the scenes, insight into our creative process, and early variations on the concepts we executed.

I'd love to share Tarot as much as I'm able; to inquire about your own set please email us!

TAROT CAMPAIGN

– POST-PRODUCTION –

– THE MAKING OF TAROT –

studio@nataliaweedy.com