One of the major areas of wealth in DFW is without a doubt Highland Park. Tons of mansions, restaurants, and ranger rovers line the roads of this high-end neighborhood. The most luxe shopping center in arguably DFW has to be Highland Park Village.
I had the opportunity to assist local photographer Molly Dickson on a campaign for HPV a few days before my departure to London. The campaign consisted of images promoting the bridal boutiques and vendors in HPV. The final images were airy, clean, and very commercial.
The models' faces were not seen in the final images as HPV was able to secure a cheaper rate by concealing identity. All of the clothing was gifted from stores in the shopping center so various businesses could get publicity. The shooting location itself was the shopping center to highlight the beauty of where you shop and its design. The final images will be printed in magazines, large posters, and shared digitally on local websites that may attract their ideal clients.
I found this shoot to be very commercial, as expected. The product was the showcase, the lighting was clean, and every pose was very safe and brand-friendly. Both of the models used in the shoot were also white which was something I have noticed in their previous marketing efforts as well. Looking at campaigns from 2015-2018, every model used has been either white or white passing usually consisting of one male and one female model. The locations in these campaigns are usually either at the shopping center or in an elaborate setting such as a beautiful house or a beach.
Looking at the American commercial market, its not unusual to promote this kind of lifestyle. In Dallas in particular, a lot of our marketing is aimed at middle aged (usually white) women with money. While not usually the most creative, the market is very lucretive for the Dallas creative scene.