Creative Direction | Photography | Styling | Promotional Content
Ali Fontaine: The Power in Silence
The Client
Ali Fontaine is an award-winning Anishinaabe singer-songwriter from Sagkeeng First Nation, Manitoba. Blending folk and pop, her music speaks with profound depth and authenticity, often drawing on her background in Indigenous Studies and Human Rights. A powerful voice both on and off stage, Ali continuously seeks to connect with her audience through her art, evolving her sound and visual presence to reflect her journey and message.
The Problem
Ali was preparing for an upcoming music release and performances, and recognized the urgent need for updated artist photos that authentically represented her current artistic evolution and profound personal brand. She desired to move beyond conventional headshots, seeking images that embodied her spirit as an Indigenous artist, her powerful stage presence, and her unique blend of folk and pop music. Specifically, Ali sought to convey a refined elegance, a self-assured quiet confidence, and a moody, colourful aesthetic that captured "power in silence" and "confidence without a smile." Her love for bold colors, particularly red, and a desire for dramatic yet sophisticated flair were central to this vision.
Key Feelings to Convey
Refined Elegance
Self-Assured Quiet Confidence
Mood, colourful aesthetic
“Confidence without a smile”
the approach
We leaned into a deeply intentional and collaborative process, ensuring Ali's nuanced vision was articulated and amplified in every frame.
Creative Direction & Styling: We meticulously crafted a visual narrative that aligned with Ali's goals of "power in silence" and "refined elegance." The styling incorporated key pieces chosen for their sophisticated lines and rich textures: a striking red maxi dress (short sleeve), a sophisticated navy blue dress (long sleeve, V-neck, slight slit), a classic black dress and blazer, and a significant ribbon skirt paired with a high-neck black long-sleeve or bodysuit. For footwear, options like sleek black ankle boots, elegant closed-toe pumps, or sophisticated block heels were considered to complement each look without distracting from the powerful silhouettes. Accessories provided by Ali were thoughtfully integrated to enhance the narrative.
direction
Hair & Makeup Direction: We focused on dramatic makeup that emphasized Ali's eyes and bone structure, designed to convey intensity and depth rather than overt glamour. Her loose waves for curls were styled to add softness and an organic flow, balancing the structured elegance of the wardrobe.
Team Collaboration: Partnered closely with a highly skilled makeup artist and hairstylist to execute a cohesive look that perfectly captured Ali's essence and the desired artistic direction.
Photoshoot Prep: Held a detailed planning session to align on wardrobe choices, lighting techniques, and the overall mood. The emphasis was on creating a serene yet powerful atmosphere that allowed Ali's innate strength to shine through. Each pose was guided to embody 'confidence without a smile,' focusing on subtle expressions and commanding presence.
Studio Set Design: Utilized a minimalist approach with intentional lighting to create depth and mood. Backdrops and subtle props were selected to complement the wardrobe and enhance the dramatic, colourful aesthetic without overwhelming Ali's presence.
the outcome
Ali stepped into her updated persona with remarkable authenticity – exuding a self-assured quiet confidence and a refined elegance that resonated deeply with her artistic vision. The meticulously planned styling, dramatic makeup, and moody lighting converged to capture "power in silence," creating a gallery that speaks volumes without a single smile. These striking new images are perfectly poised to accompany her upcoming music release and elevate her visual presence for future performances, authentically reflecting the depth and strength of Ali Fontaine.
the deliverables
Creative Direction
Studio Photoshoot (focused session)
Hair & Makeup Styling
Wardrobe Styling & Consultation
Set Design + Props (minimalist & intentional)
BTS Video Reel
Edited Image Gallery (high-resolution for release, web-optimized for social/promo)