At last weekend's chocolate expo.

Meant for industy practitioners but 98% of the attendees were normal citizens like me. Well, blame it on the ever so effective news release about this giant chocolate fountain. It was mentioned that 950 kilos of chocolates were used to make this possible.

The Chocolate Castle.
Was so tempted to grab one of the window panels.

This expo is supposedly for those who are in the chocolate industry. Apparently, 98% of the visitors have nothing to do with the business except to eat the products. Blame it on the oh-so effective news release...they mentioned the chocolate fountain, castle, etc...we're hooked.

For my non-advertising friends, this is how we go through the process of a photoshoot for a print ad.

First step is to select the models by looking at the set cards given by the casting / talent agencies.

Second, is go-see (models presenting themselves to make sure that their photos look like them in real life -- to avoid shocking moments during the shoot itself) and costume fitting.

At the costume fitting...
I invited my clients to join us in this activity (their first time since they are not used to dealing with an advertising agency).
To their horror (and my horror coz of their reaction), the models they chose appeared quite drunk and stoned (I assumed) during the fitting session. I had to explain non-stop the 'magic' that will be applied during the shoot.

(Fast forward) :
At the shoot
Mr. Client: Are these the same models as before?
Roche : Yes, see they look gorgeous now?
Mr. Client : Yes, yes, I can't believe it. So pretty...
Roche : Leave it to the experts Mr. Client. :)

Drum roll pls...
Presenting, the models with the help from fashion stylist, hair and make-up artist, photographer, lighting, ad agency.

Look how they were transformed from ordinary models to MODELS!
Sometimes, I imagine how I will look like after some 'assistance' from the professionals. When I was in my early part of my career, I used to go back to the office fully made up after a photoshoot, hahaha (free make-up from the professional)! Of course, everybody knows that Roche just came from a shoot!