TOBIAS MEIER | Enlightened Fashion Photography

Enlightened Fashion Photography
By Tobias Meier

“I want to make photos the viewer can get lost in, with details that draw them in and make them stare.”
-Tobias Meier

Tobias Meier (2b+photo) specializes in storytelling photography for fashion and advertising.
His photographs are concerned and referenced to a surrealist and pop-art feel. The work is noted for its vibrant, saturated color, precise composition, and elaborately styled set design. Meier’s goal is that each piece asks the viewer to question what they see, to escape, and to imagine.
His dedication to the technical art of photography is equally matched by his appreciation for creative direction and overseeing the full process from start to finish. Tobias first sketches his thoughts and further expands on his creative process before transferring a one-to-one image in front of his camera.
It would be fair to say that the challenges of preparing for his shoots, including sourcing materials for specific sets, developing props from scratch, and various other challenges, such as the logistics of moving large props, are all part of his talent as a photographer and certainly as a creative director.
It is the challenge of the set-up, the question of what to lay before his camera and how to light everything as perfectly as possible, then add a model who requires further consideration regarding her lighting and composition, and the complexity of achieving all this beautifully which drives Tobias further with each shoot.

While many photographers recommend not over-planning a photoshoot to capture the moment’s energy, a mindset that Meier can understand and appreciate, this shooting style is simply not part of his artistic process.

“I can work on short notice, but I will never show up with a sense of whatever happens. I will always have at least some sort of framework in mind for the photoshoot.” He continues, “Even with full preparation, the shoot can easily start to go differently, and you do always need to be flexible, but good preparation is the best strategy to deal with anything that might happen.”

Thus far, he has had a chance to work with some amazing people in the industry. To be able to connect and work with people in fashion and fellow artists, in general, is something he really values as part of this profession. One reason for choosing PhaseOne camera equipment was to be able to capture all the fine details of couture craftsmanship.
He notes, “I’ve always had a serious appreciation for how much work goes into something like a couture gown.”

He goes on to say beyond his personal photographic goals, “I genuinely strive to give justice to fashion designers because their entire work is so much more complex than just a surface idea of pretty clothes.” In addition to PhaseOne, his technical choices include Elinchrom and Profoto light and modifiers.

Born in Stuttgart, Germany, Tobias now resides in Vancouver and Paris. Next to a Master of Arts from the University of Portsmouth, UK, Tobias has a background in VFX for feature film work, including lighting, concept, and matte painting for Academy-nominated films. His photographic work has gained over 150 awards and has been showcased in exhibitions internationally. His work is available for purchase on Artsy.net. Upcoming group exhibitions: Ad Art Show NYC – Oct 2023, Prix de La Photographie, Paris – Nov 2023.

PROJECT: CHERRIES

This editorial features two oversized cherry props that were created from scratch. Their base is a wooden frame built stable enough to hold the model. Additional materials were layered onto each cherry, which required lengthy drying periods. Each cherry was then carefully shaped into form before several coats of paint and varnish were added. The goal was for them to not look too cartoonish or super realistic but somewhere in between.
These props were combined with a total of four solid color backgrounds lit to achieve different gradient values, providing more depth to each photo.

PROJECT: VIRTUAL SUMMER

As the title of this editorial suggests, the concept is summertime in virtual reality. It was designed to be an extremely stylized, new take on a summer fashion editorial. The concept was partly inspired by all the current discussions about the advancements in virtual reality technology and hints at the real issue of global warming and climate change. It looks at the possibility of experiencing nature through technology.
The set consisted of two moveable backdrops which were backlit. On them is a mirrored beach location from Seychelles. Depending on the photo, one of the backdrops was paired with a third, sky-colored installation suggesting a partial cube shape. The floor consists of a shiny black material that reflects the backdrops. The wrinkled effect of this material creates ‘virtual waves’ moving out across the floor.

PROJECT: PIECES OF ME

These photos show a model posing in various scenes with a puzzle with different portraits of herself. In the portraits, she has simple hair and makeup, and when standing with the puzzle, she wears extravagant makeup and couture, illustrating the different sides and ‘pieces’ of herself. The puzzle is rearranged for each scene, and the model interacts with the different puzzle arrangements. Each individual puzzle piece was handcrafted, and together, they formed an approximately 9 ft x 6 1/2 ft puzzle.
Using the same model in the portraits on the puzzle as the model interacting with the puzzle was a key part of the concept for two main reasons. First and foremost, because of the surrealistic visual quality it would provide.

The second reason I chose to use the same model is I see it as a true statement about the nature of our public face vs. private selves. It is about the nature of personhood how complicated we can be on the inside. We are like a bunch of different puzzle pieces scattered about that can still be assembled together in a presentable way.
The editorial still feels light and playful because even though we don’t necessarily feel comfortable showing our true selves to the world, this doesn’t have to be viewed with such intense and heavy negativity.
It can just be looked at as something that is how it is. It can even be kind of a raw and beautiful thing about being human.
I spent a lot of time searching for the right model for this particular shoot. Ideally, I wanted someone who would be very comfortable playing with the puzzle pieces. Ultimately, I decided upon a model with a theatre and dance background and could not be more happy with my choice.
– Tobias Meier

See the full article in Lens Magazine Issue #107