LODB Photoshoot: Masterminding The Masterminds
April 29, 2016

The Mastermind design is by far my favorite t-shirt the Last Of A Dying Breed Clothing company came out with…so far. I’ve read all of Robert Greene’s books and this design was inspired by his writings. Again I think this is a great branding strategy by the team to associate the brand with what it stands for.

Keyser Soze

Alright, here’s where my movie reference played into the expression of the photo and the t-shirt’s theme. The 1995 movie The Usual Suspects’ antagonist character Keyser Soze (played by Kevin Spacey), posed as a disabled “no nothing” person as he was interrogated by detectives to solve a series of crimes, robberies, and homicides. Well, in the end (SPOILER ALERT) he came out to be the con artist mastermind. This shot was set up to portray that – the seemingly “nobody” mastermind.

We’ve made the model to look like a “nobody” and almost nerdy (no direct offense to the model), yet the subliminal cue of the Mastermind t-shirt suggests something else of who he is.

Who Is Keyser Soze?

Who is Keyser Soze?

I don’t mean to be cliche, but the saying “never judge a book by it’s cover” is a very powerful one. You never know who someone is by the way they appear to be. I’ve came across many powerful, connected, and wealthy people that you would have never guessed that they are who they are.

Lessoned learned: I try to not place much first impression judgements on people. This is the expression of this photo.


This shot I think could have the model relaxed a bit more in the shot. But this shot was inspired by The movie The Wizard Of Oz where the characters look down at a puddle of water into a lower world. Other than a neat shot with the model’s reflection in the water, having him looking down signifies being above which symbolizes power.

Again this is a clean and cool t-shirt design, and having the honor to express and capture the lifestyle meaning within the photos was a blast! It’s my type of brand!

Leave a Reply