While virtual and augmented reality gains traction among the beauty and fashion industries, the utilisation of drone technology is still waiting to be experimented with.
However, American publisher Hearst is hoping to change this as they are increasingly using drones to create greater user interactivity with editorials. For example, Hearst publication Elle.com used a drone to produce a fashion shoot and accompanying video. ELLE created a series of aerial and 360-degree videos that users can interact with to see looks in more detail online.
Hearst Magazines Digital Media video editor Anna Jimenez spoke with Glossy about their use of drones, saying: “We wanted to marry the idea of showcasing the 2017 collections, but against a travel landscape. We thought aerial videography would be an exciting way to take [the shoot] to places the average woman couldn’t go, to bring the fashion to life.”
Hearst, along with many drone photographers, are hoping that the full spectrum of content capability when using a drone catches on. Hearst Digital Media editorial director Kate Lewis told Glossy, “The visual storytelling aspect of our team gets bigger and bigger by the minute. Now that we have the skills and understanding to do this, we plan to do a lot more of it.”
You can view the full ELLE editorial drone video here.
