Director/Photographer Kennedy has wrapped a historic campaign with L’Oreal’s Garnier Fructis for Rolling Stone and Us Weekly magazines. An inaugural contest that began last year, Rolling Stone returned to Kennedy to film and photograph members of female fronted-bands and solo acts for branded Style Files, advertorials and magazine spreads for Us Weekly and Rolling Stone’s upcoming “Women Who Rock” Issue and Web contest. The Style Files, showcasing up-and-coming and established female musicians, were created to give music fans insight to their favourite artists. This exclusive content features inspiring interviews on their musical style and individuality. Style Files are on both magazines’ Websites with a tournament style competition on Rolling Stone’s site that let voters narrow it down to two finalists, British singer-songwriter, and actress Rita Ora; and YouTube sensation Karmin. One lucky winner will grace the flip-cover of Rolling Stone’s “Women Who Rock” issue and have the chance to perform at a private Rolling Stone concert this October. Kennedy’s photographs of the current finalists appeared in spreads for both Rolling Stone and US Weekly in September. Kennedy also shot the winner’s spread, which appear in Rolling Stone and Us Weekly, October 25th and November 26th, 2012 respectively.
Kennedy states, “I was excited to be brought back on for this campaign with Rolling Stone and Garnier. It’s an honour to have my images running in such iconic magazines. Blending beauty, fashion, and rock couldn’t be more in my wheelhouse! Combining Rolling Stone’s rock-feel with Garnier's style elements allowed me to use all my experience from music videos, commercials, and print, to give the project one vibe and feel.”
Kennedy documented the seven female musicians through their performances, influences, inspiration, fashion and style for the iconic Style Files including: Multi-platinum recording artist, actress and fashion designer Eve; youngest-ever winner of American Idol, actress, and platinum recording artist Jordin Sparks; Country-pop trio The Band Perry; Dia Frampton of “The Voice”; Latin singer-songwriter Ximena Sariñana; and of course British singer-songwriter, and actress Rita Ora; and YouTube sensation Karmin. In August the two finalists, Rita Ora and Karmin, competed in a battle of the bands where Kennedy shot the rockers in the Rolling Stone Rock Room during Chicago’s 2012 Lollapalooza music festival. Kennedy captured every bit of the competition including their Garnier Fructis photo shoot and Rolling Stone’s “Women Who Rock” cover and post-winner spreads.
"Music plays a central role in how Garnier Fructis connects with consumers. Kennedy's broad experience in both beauty and music allowed us to bring a whole new level to the campaign," said Denise Quattrochi, Garnier Assistant Vice President, Integrated Marketing. "We couldn't be more thrilled with the strong imagery he created. His vision and ability to connect with talent was instrumental to the success of Women Who Rock."
“Rolling Stone returned to Kennedy for the Women Who Rock program because he comes from a unique perspective,” adds Matt Mastrangelo, Publisher of Rolling Stone. “He was engaging with the artist on an artist level, which is a different form of artistry.”
Kennedy is an accomplished director and photographer that has created effective advertising campaigns and commercials for brands including Calvin Klein, Levi’s, Maybelline, Bath & Body Works, TRESemmé, Starwood Hotels Group, McDonald’s, ESPN, and Xbox. His signature style and glamorous concepts document trademark experiential and lifestyle campaigns, and product launches that leverage brand image. He has an outstanding talent for connecting with subjects on a personal level and has captured genuine personality and the individualism of numerous fashion models such as Christy Turlington, Gemma Ward, Erin Wasson, Kemp Muhl, Adriana Lima, Miranda Kerr; and musicians like Snoop Dogg, Lauryn Hill, Wyclef Jean, Lil Jon and the B-52’s. He’s also produced several successful long and short formatted, films and digital work spanning branded content and entertainment, reality television, documentaries, feature films and PSA campaigns.