Frederico Martins: Fashion and Passion

In this Phase One behind the scenes video, Portuguese fashion photographer Frederico Martins shoots an editorial piece for ELLE Magazine involving a studio full with 1.5 tons of sand, top stylists and hair designers, a beautiful model and two (not very cooperative dogs). Martins takes the viewer through the entire process of the shoot – from setting up the location, preparing the model, going through the thinking process before the shot – leading to the shot itself and the final picture after post.

Iddo Genuth
Iddo Genuth is the founder and chief editor of He has been a technology reporter working for international publications since the late 1990's and covering photography since 2009. Iddo is also a co-founder of a production company specializing in commercial food and product visual content.