Lady Lancaster | The Premise Studio | Storyforge Film

The Story behind the Ad

The IDEA: Create a new FIG ad for Lancaster’s 2026 Fall Issue

WHO | WHAT | WHERE | WHEN

WHO: I gave Liz Lehman a call to pitch the concept of creating a 30 second teaser video about her wearable art. Over the years I have seen Liz take something that I grew up with- quilts- and turn them into stunning pieces of art. She takes what I hang in our home as decor and what some keep hidden away in cedar chests and turns them into functional art.

Over the last few years, Chris from Storyforge Film has been partnering with me to create video projects all over the United States. His ability to understand story and detail made him a perfect DP choice for this idea.

WHAT: 30 second ‘why video’ of Lady Lancaster’s 2026 Fall Collection to be used on social media; 4-5 images of 3 different looks

WHERE: As Liz and I discussed location ideas, we both wanted to find a farm. We have a mutual friend who owns a beautiful farm with a few barns in Mount Joy. It sits back off the road and ended up being the perfect spot to capture!

THE PROCESS

Step 1 - SCOUT

I went to the the farm and scouted scenes, the light, and the layout of the land. This stunning property inspired so many ideas!

Step 2 - PLAN

Liz and I discussed different looks, scenes, and styles for the capture session. The team took those notes and prepared for the capture.

Step 3 - CAPTURE

During the photo session, we took time setting up each individual scene and captured a variety of images and video. We reviewed the imagery on location, both on a large screen as well as a mobile screen, with Liz and her team. This part of the process promotes confidence in the client and helps guarantee success.

Step 4 - EDIT

The process of editing takes time. Details matter and it’s important to choose the images that capture the art and the artist best. As I edit I choose images based on the quality of the light, how the fabric is reproducing on the camera, and what the composition is communicating. Over the course of the edit, I chose 400+ images which I delivered to Liz and her team for review.