World’s first free fall fashion shoot captured on HTC One mobile handset

This campaign begins in the UK on April 5^th, and has been made to test the lengths the smartphone’s performance will go to and how its camera performs, showing that it can still take high-quality shots in the worst of conditions.

HTC challenged amateur photographer Nick Jojola, who had never skydived before to capture images of high production fashion on a HTC One handset, whilst at the same time freefalling at 126 mph. This created an unforgettable personal experience but also created a realistic product demonstration.

 

The shoot took place in Arizona, filmed by photographer Norman Kent, and features world champion skydiver and model, Roberta Mancino. Filmed at dawn and dusk, this unique advertising method is designed to really emphasise the simultaneous video and photo capture functionality and instant capture mode of the new HTC One handsets. The HTC One X and HTC One S both push the boundaries on traditional digital compact cameras by using a range of different features such as high quality images even in low light conditions, instant image capture, auto focus, burst mode with backlight HDR technology and the ability to take stills from already shot HD video footage that operate both effectively in both normal and adverse conditions.

 

The shoot took place over 35 jumps, featuring a team of nine skydivers including amateur photographer Nick Jojola, who had never done any commercial photography or a free fall sky dive before. The dive team consisted of vital fashion photography crew members such as lighting experts, mid-air make-up artists and divers carrying smoke machines to create that crucially important ‘hero shot’ 12,000ft above the ground.

 

                

 

LA Times stylist Hayley Atkin dressed Roberta in a Martin Izquierdo creation (renowned for a number of Hollywood costumes including the latest Spiderman outfit). For this particular event, Izquierdo created a futuristic mirrored bodysuit with 75 individual pieces of plexi glass, and a beautiful jacket with hundreds of oil slick coq feathers that had been individually hand sewn to withstand extreme wind conditions, and to complete the outfit Giuseppe Zanotti heelless shoes were added. Adam Breuchaud, the hair and make up artist was then challenged with coming up with a look that would be able to survive a 12,000ft fall at 126mph. He did this by styling Roberta’s hair into a swept back ponytail, with dramatically dark eyes and nude lips.