DM9 JaymeSyfu explained that the concept behind the fashion spread was influenced by the prediction that the entire world will experience a major water shortage by the year 2025. The collaboration artistically stressed the relevance of sustainability and the environment in a spread entitled 'Below precipitation'.
The project involved the team transforming the island resort of Bellarocca in Marinduque province into a sizzling hot desert landscape, with the aim of recreating a barren image of the world without water. The cool and clear azure waters of the resort were replaced by golden sand, stressing the imminent scarcity of water.
The collaboration features imagery of a post-apocalyptic world with no water to produce a photo spread that aims to remind readers of the importance of preserving one of the planet's most precious resources.
"We were thrilled when Preview Creative Director, Vince Uy, approached us with the idea of collaborating on an editorial spread for their April issue's Earth Day feature," said Eugene Demata, executive creative director at DM9 JaymeSyfu. "We were more than willing to do this project because it was in line with one of our advocacies, environmental protection. For this feature, the biggest challenge for DM9 was the the transformation of the Bellarocca resort into a desert. We only had less than a month to shoot the spread and finish post production, but the arresting creative output was definitely worth the hard work."
Earth Month 2011 in April stresses the importance of the far-reaching consequences of global warming, climate change and toxic environmental pollution.
Credits:
Creative agency DM9 JaymeSyfu
Writer Merlee Cruz-Jayme
Art director Eugene Demata
Designer/FA artist Allan Montayre
Shoot director Vince Uy
