MTV - 'DIGITAL SURGERY'

PROJECT TITLE: MTV 'DIGITAL SURGERY'
CLIENT: MTV Europe
PHOTOGRAPHY: Paul King
CREATIVE DIRECTION: Taylor James
TJ teamed up with MTV Networks UK & Ireland (MTVN UK) on their latest online initiative, which launched through both broadcast and online platforms on Sunday the 8th of August, entitled ‘DIGITAL SURGERY’. Exploring the powerful use of digital enhancement in today’s media, Taylor James helped to transform MTV news presenter, Rickie Haywood-Williams, into a woman in a bid to shine a spotlight on the influential techniques used. TJ used its in-house studio, the team filmed and photographed Rickie along with two female models before working their retouching magic in order to bring the concept to life. The team welcomed the unusual challenge to work on this creative concept with MTV.
Josh Rogers, Head of Retouch at Taylor James, explained the process:
“Having captured Rickie, we photographed our female models in exactly the same pose, position and lighting. We then began the transformation, to manipulate Rickie’s photo using the female elements for the body, hair and eyelashes. We then applied some makeup, blusher, eye shadow, lipstick. At this stage, Rickie still had very short hair and muscular physique, so we went about swapping Rickie’s torso and hair for that of our females. Extensive colour work was required to carefully match up the skin tones – this was vital in achieving the seamless join between Rickie’s face and our female hair and body elements.”
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