When you lay your eyes on the photography of Ye Rin Mok, you are totally engaged-There is mystery, beauty, a familiarity, and at the same time, an intriguing, other worldliness. Her portraits seem to capture the true essence of a person, an often times quieter, deeper side.

We have followed the work of Ye Rin for a long time now. She has exhibited her photography a number of times in past Poketo art shows. We had always wanted to work with her on something significant, the Poketo for Target Lookbook was a perfect opportunity. With notable contributions to Theme Magazine, Nylon, Apartamento, XLR8R, Monocle, Spin, Tokion and more, we were excited to have the opportunity to see through her eyes, her vision of Poketo. When you view the lookbook, you not only sense the quiet side of her photographs, but, you also feel the lightness, fun, and independence-a full range of emotive qualities that reflects the Poketo for Target collection.

What was your vision behind the Poketo for Target shoot? You shot at Jeana Sohn’s home, the beach, the Hollywood Hills and around Los Angeles, how did they all connect?

I needed a link that would bring all the the Poketo products together, I instantly thought of Jeana Sohn, a friend and an artist living in Los Angeles. I thought it would be perfect to follow Jeana’s day utilizing Poketo products. I knew it would be a breeze working with her, she already had an understanding of my work and an impeccable style of her own.

What’s your approach when you are working with people you are photographing? Do you prefer spontaneity or control?

I usually don’t give too much directions to the persons I’m photographing. I enjoy what each individual contributes to the image making when I photograph them. Someone can be very self conscious in front of the camera which I don’t mind, sometimes it can make an interesting image.

When working with Jeana Sohn, I saw you actively, yet subtly style each shot, not only her poses but her fashion. What were you looking for in Jeana when she was modeling this collection?

With styling, Jeana would give me an option and I would look out for outfits that would be a better match for the image overall. I mainly wanted Jeana’s natural style to come through.

Is there a difference in how you approach photography when you do a commercial project vs. a fine art project?

Commercial projects are more about collaboration-a balancing act between the client’s need and my creative contribution to make a body of images for a targeted audience, while my personal work is concerned foremost with pleasing one viewer, myself.

How does your work reflect who you are as a person?

From a glance I seem pretty quiet and reserved, but, I do have a kooky side of me and maybe it shows in my photos?

What was the most memorable part about photographing the Poketo for Target collection?

Hanging out with Jeana at the beach with her dogs, Pepe and Choco.

View the complete lookbook Ye Rin Mok shot for Poketo at poketo.com/target.
View more of Ye Rin’s other photography at yerinmok.com.

When I travel, I carry about 5 different analog and digital cameras with me. Each one produces a different look and feel and also makes me shoot in different styles too. Here are a bunch of spontaneous shots with my very small Harinezumi 2 digital video and still camera. I love the post processed look and the fact I can keep it in my pocket, it’s perfect that I can carry this along with my other larger Nikon DSLR. Before I start nerding out even more… enjoy.

Wish it were Sunday.

This is an amazing opportunity for all of you filmmakers out there. Our friends at Powershovel / Superheadz are holding a contest and film festival at Space15Twenty in Hollywood from May 27th to May 31st, 2010. For all those that follow Poketo, you know that the Digital Harinezumi 2 is a mini digital video camera that makes images look like old super8 film. It not only creates a rad, lo-fi film look, but, also records sound!

Here is what you need to do to be part of the festival:
1. Submit a short film under 10 minutes shot on the Digital Harinezumi to the Vimeo Pool by May 21st, 2010
2. The film will be judged by a panel comprised of Powershovel, Space15Twenty, and The Masses
3. Those selected will have their film screened during one of the four days.
4. The jury will then select the a winner for “Best Film”.

Grand prize for the winner will be an all expense paid trip to Tokyo to meet the Powershovel crew and another opportunity to make a short film in Tokyo!!

The Powershovel team are super rad. Last we were in Tokyo, we had the pleasure of meeting with Hideki, Jun, Yuki, and the Powershovel team at their studio/office in Daikanyama district. It was a place of dreams, a total inspiration–a new three floor building full of creativity. Along with running a very successful business with offices in both Tokyo and New York, one thing you need to know about Powershovel is that they are deeply passionate about music, audio, and photography. The first floor of their Tokyo office is dedicated to their sales team, but, oddly enough, has a killer DJ and VJ set up with a top of the line German crafted speaker for full range sound. The second floor is where their creative and graphics team continuously work on photography publications and product development. Third floor is a killer meeting room.

Okay, what are you still doing reading this? Go and buy the camera and start making! Deadline for the festival is May 21st, read the full rules here.

Angie’s mom… stunning. Angie’s mom is in her 20 somethings here. This is a model shot of her and Angie’s dad, before they got married and Angie was born. They were so good looking, they were asked to model for a clothing company. Wow, I see where Angie gets it. Happy Mother’s Day, we love you moms!

Aaawww, cute little Angie at age 4. Angie so stylish, all due to her Mom.