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WeSC x The Standard: Giovanni Reda - The Standard, Hollywood

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Uploaded on Nov 17, 2011

To celebrate the collaboration between the two brands WeSC and The Standard proudly present a series of short films created by a group of selected artists who are an active part of the Superlative Conspiracy and whose creativity represent WeSC and The Standard's art, travel and music sensibility.

We present: Giovanni Reda for The Standard Hollywood with the film titled "The Stay".

"The Stay" When WeSC asked me to shoot a photo and do a video for their collaboration products for The Standard Hollywood I was excited to say the least. I've never done a video before, so tackling a new challenge was what really got me excited to do this project. I asked a few questions about what they were looking for and what they expected, they left the doors wide open for me to interpret the vision of some ones stay at the hotel would be. I thought the Standard Hotel in Hollywood, young, hip, cool, great pool, great bar and most importantly great rooms.
My idea was this. You don't have to be young, you don't have to be cool, to enjoy the Standard. You don't need to be by the pool or the bar at all. You don't have to be young either. You can be an old guy with a thought of being in the room in his own private party by himself and have the best time as everyone else.

Giovanni Reda:
reda's skateboard photography career began in 1995, where he would take the subway everyday from Brooklyn to shoot friends skating around the streets of New York City. His reputation and network of friends grew
and he began to shoot some the world's best skateboarders. Freelance opportunities with such worldwide distributed publications as Transworld Skateboarding, Thrasher Magazine and Skateboarder began to occur. By 1996, he was a senior photographer for Transworld.
In 1999 reda shifted gears and became staff photographer for Zoo York Skateboards where such luminary legends as professional skateboarder Harold Hunter, had his first start. Upon completing his tenure at Zoo York, he became the photo editor of Big Brother Magazine. reda averages about 100 pages of editorial content a year and is still a frequent contributor to Thrasher, Transworld Skateboarding Magazines, The Skateboard Mag and Skateboarder.

Giovanni reda is one of the most sought after photographers in the history of skateboarding. His success is a reflection of dedication, work ethic and most of all, passion for skateboarding.

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