Internal — Not For Distribution
Overview
What This Is
This document aligns all parties — Natali, Alex, Denis, and the Second Wind Media team — on the purpose, structure, and execution of the Las Vegas shoot series. These shoots are the first content capture for Activation 2: "One Scarf, Many Identities" and will generate the foundation of our first six weeks of social content.
Everything produced here should serve the brand's central thesis.
"The scarf remains the same.
The identity is not."
The Object
The Lumina Scarf
A limited-edition scarf inspired by the ethereal glow of stained glass and the romantic style of Art Nouveau. Designed to be felt, cherished, and remembered. One of a kind, sequentially numbered from 1 to 350.
350
Limited Edition
Sequentially numbered, each one unique
100%
Silk Twill
Chosen for softness, body, and luminous texture
Hand
Rolled Hem
Delicately hand-stitched artisanal finish
Context
Why Las Vegas,
Why Now
The original strategy positions NYC as the brand's home environment. But beginning in Las Vegas — with subjects who exist outside the New York fashion world — actually strengthens the activation concept. Identity is not geography-dependent.
The scarf carries the same philosophy whether it's worn in a Las Vegas studio or a Brooklyn street. Starting here proves that. These shoots also establish a production workflow and creative standard that carries forward into every future identity portrait.
The Subjects
Two Women.
One Scarf.
These two subjects represent the full range of the Lumina philosophy without being reductive. This is not "old vs. young" — it's two equally valid expressions of individuality interpreted through the same object.
Subject 01
Carrie Carter
Cooper
Entrepreneur & Founder / Executive Director, Las Vegas Fashion Council & Vegas Fashion Week
Age 60 · Entrepreneur · Former ModelLegacy, authority, earned perspective. A woman whose identity is fully formed. An entrepreneur who built the fashion infrastructure of an entire city — from the ground up. Fashion, for her, is institutional and deeply personal.
Her Relationship to the Scarf
The scarf enters a complete identity. It becomes an extension of something already established.
Subject 02
Alaina
Metellus
Emerging Model — Agency Represented
Age 22 · ModelBecoming, possibility, forward motion. A woman whose identity is actively taking shape. Fashion, for her, is a tool of projection and self-construction.
Her Relationship to the Scarf
The scarf becomes part of an identity still forming. It's not an addition — it's an ingredient.
"No two sides are quite alike; each fracture, fragment, line, and color is unique, just as we are."
— Natali Alexander, Lumina Scarf
Creative Direction
The Concept
Both shoots follow a "day in the life" format — but the tone of each day is different. The scarf is the constant. The energy around it shifts entirely.
Thursday, March 26 · Two-Part Shoot
Carrie's Shoot
12:00 PM – 2:00 PM · Crystals at CityCenter
Field work — Carrie, Gabby & Natali at the mall. Photographed in her element, in motion.
2:30 PM · Jerry Metellus Studio
Video interview — studio setting, Sony FX9.
A woman moving through her world with certainty. The scarf is worn with the ease of someone who knows exactly who she is. Environments that reflect her established world — professional spaces, architectural settings, places where she holds authority.
Thursday, March 26 — 3:30 PM · Jerry Metellus Studio
Alaina's Shoot
A woman stepping into spaces with curiosity. The scarf is worn with the instinct of someone discovering how it fits her story. Environments that feel open and in-motion — streets, transitional spaces, places that suggest possibility.
Location Principle
Las Vegas has dramatic architecture, desert light, and unexpected pockets of beauty. Use environments that create light-and-shadow interplay — the brand philosophy lives in that contrast. Neutral or architectural settings allow the scarf's color to glow.
Team
Production Roles
Creative Director
Gabby
Overall vision, shoot direction, interview questions, content alignment with brand strategy
Photo © Nina Wurtzel
Brand & Design
Natali Germanotta
Brand voice alignment, scarf handling & presentation, approval on styling direction
Photo © Jerry Metellus
Director of Photography
Alex Dolan
All still photography — editorial portraits, detail shots, environmental context
Photo © Jerry Metellus
Videographer
Denis
Sony FX9 — BRoll (slow-motion + regular speed), interview footage, scarf detail in motion
Key Coordination Note
Alex and Denis are shooting simultaneously but in different formats. To avoid competing for the same moments, each setup should be designated as either photo-priority or video-priority. Both can capture during any setup, but one leads.
Output
What We Need to
Walk Away With
Per subject, across both photography and video. Between both subjects, we should produce enough material for the first three weeks of the 6-week content plan (Posts 1–6).
Photography — Alex Dolan
Hero editorial portrait
Clean, striking, identity-defining. The anchor image for their feature.
Detail shots
How the scarf sits against their specific styling. Close-ups of the fabric, the stained glass pattern, the way light interacts with the material.
Environmental portraits
The subject placed within Las Vegas context. These establish setting and mood.
Behind-the-scenes
Organic moments from the shoot itself. These become Stories content and secondary posts.
Video — Denis (Sony FX9)
Day-in-the-life BRoll
Off-speed (60fps min, 120fps for cinematic moments) and regular motion. Subject moving through their day wearing the scarf.
Scarf-specific footage
Slow-motion material shots. The fabric catching light, moving, draping. Luxury texture moments.
Studio interview
Each subject answering identity-focused questions on camera. Voiceover and text overlay material.
Behind-the-scenes video
Casual, documentary-style footage of the shoot process.
Interview
Interview Framework
The interview is where the activation concept comes to life in the subject's own words. These are not product questions. They are identity questions. Note: The questions below are a starting point. Gabby has an existing relationship with both Carrie and Alaina — final questions will be developed with her input to better capture each subject's personality and voice.
Core Questions — Both Subjects (DEMO — TO BE REFINED)
What does it mean to you to wear something that no one else will wear the same way?
How does what you put on shape how you move through the world?
What does individuality mean in a world that rewards sameness?
When you look at this scarf, what do you see in it that feels like you?
Carrie-Specific (DEMO)
You've spent decades building fashion infrastructure in this city. How has your relationship to what you wear changed over time?
What does it feel like to go from being in front of the camera to shaping what happens behind it?
Alaina-Specific (DEMO)
You're at the beginning of your career. How do you think about the relationship between who you are now and who you're becoming?
What do you want people to see when they look at you — and how does what you wear play into that?
Tone Direction
Conversational, not produced. Pull the subject out of "interview mode" and into real reflection. The best moments will come from follow-up questions, not the scripted ones. Gabby's existing relationships with both subjects are a key asset here — lean into that familiarity to unlock genuine, unguarded moments.
Visual Reference
Interview Art Direction
The interview should feel less like a formal sit-down and more like a personal, evocative portrait of the subject. The reference is the Martine Rose interview format — intimate, dynamic, and human-centric. Denis should use the Sony FX9 to execute the following visual approach.
01 — Expressive Detail
Prioritize Gesture Over Static Framing
Emphasize the subject's hands when they gesture — tight, detailed shots that reveal energy, nervousness, or passion. Don't just hold on the face. If the subject leans forward or adjusts their clothing, follow that movement. The interview should feel like a living conversation, not a rehearsed performance.
02 — Expressive Detail
Vary Angles, Hold the Eyes
Use a mix of tight close-ups and wider, off-center shots. The goal is to make the viewer feel like they are in the room — catching fleeting glances and subtle expressions. While hands and gestures matter, the most poignant moments should be captured with clear focus on the subject's eyes.
03 — Expressive Detail
Simple, Textured Backgrounds
Keep the background clean and undistracting. A simple, textured backdrop allows the subject's expressions and gestures to remain the focal point. The scarf's color and pattern should be the most visually complex element in frame — let everything else recede.
04 — Expressive Detail
Thematic Cutaways
Intersperse the interview with quick cuts of relevant imagery — close-ups of the scarf's stained glass pattern, the fabric catching light, the numbered stamp. These act as visual breathers and reinforce the themes being discussed. Use natural transitions to smooth over edits and keep the conversation feeling organic.
Equipment — Denis
Sony FX9
60fps minimum · 120fps for cinematic slow-motion
"By following these directions, you can create a video that feels less like a formal interview and more like a personal, evocative portrait of the subject."
Visual Reference — Martine Rose Interview
The Detail Is the Story
Individuality doesn't live in the wide shot — it lives in the ring on the finger, the way a hand holds itself mid-thought, the smile caught before the subject knows you're watching. These frames from the reference interview show exactly what we're after: the scarf is the constant, but the details that surround it are what make each woman unmistakably herself.
Reference
Martine Rose Interview
"The scarf is the one constant. What makes each woman unmistakably herself is everything around it — the way she holds her hands, the jewelry she chose that morning, the expression that crosses her face when she's thinking. That is what we are here to capture."
Styling
Styling Direction
Let each subject wear what they would actually wear.
The entire activation concept depends on authenticity. Natali and Gabby should have a brief conversation with each subject before the shoot about what they'd naturally pair with the scarf — then Alex and Denis adapt to capture it. The scarf is the only constant. Everything else belongs to the wearer.
For Carrie
Established Presence
Environments that reflect her established world — professional spaces, architectural settings, places where she holds authority. The backdrop should feel earned and intentional.
For Alaina
Open Horizon
Environments that feel open and in-motion — streets, transitional spaces, places that suggest possibility. The backdrop should feel expansive, not settled.
Scarf Presentation Notes
Bring multiple Lumina Scarves if available — different lighting conditions may favor different pieces.
Alex should understand the key details for close-ups: stained glass pattern, material translucency, numbering, signature.
The scarf's color and light interaction are most visible in natural light — prioritize this for detail shots.
Content Strategy
How This Maps to
the Content Plan
| Content Slot | Week | Format | Source Material |
|---|---|---|---|
| Post 1 — Activation Introduction | Week 1 | Static | Paired teaser image or conceptual framing |
| Post 2 — Scarf in Neutral Form | Week 1 | Video | Scarf detail footage (Denis) |
| Post 3 — Fashion Interpretation | Week 2 | Static | Hero editorial portrait — Carrie (Alex) |
| Post 4 — Identity Interview | Week 2 | Video | Interview footage — Carrie (Denis) |
| Post 5 — Fashion Interpretation | Week 3 | Static | Hero editorial portrait — Alaina (Alex) |
| Post 6 — Identity Interview | Week 3 | Video | Interview footage — Alaina (Denis) |
Preparation
Pre-Shoot Checklist
Creative
Final interview questions confirmed with Gabby
Shot list reviewed by Alex and Denis
Scarf styling options confirmed with Natali
Location scouted or confirmed with studio
Logistics
Call times confirmed with all subjects
Equipment list confirmed with Alex and Denis
Backup storage (cards, drives) packed
Release forms prepared for both subjects
Content
6-week content calendar reviewed by all parties
Caption frameworks drafted for first 3 posts
First post target date: TBD
Brand hashtag and tag strategy confirmed
Brand Alignment
Natali has reviewed and approved shoot direction
Scarf care and handling protocol shared with team
Brand color palette reference available on set
Final approval flow confirmed (Natali → Gabby → post)
The Bigger Picture
This is not a product shoot.
It's a portrait series.
The Lumina Scarf is not the subject of these shoots. The women are. The scarf is the thread that connects two entirely different stories — and in that connection, the brand's philosophy becomes visible.
Every image, every frame, every question should serve one idea: that a single object can mean something completely different depending on who holds it — and that difference is not a flaw. It's the point.
"The scarf remains the same. The identity is not."
— Natali Alexander, Lumina Scarf Activation 2