0:08:50 > 0:08:57.
0:09:10 > 0:09:13I'm Sam Hall, better known as DJ Goldierocks.
0:09:13 > 0:09:17I'm 27, I'm a TV and radio presenter and club DJ.
0:09:17 > 0:09:19Now, this is the real me,
0:09:19 > 0:09:22but when I'm Goldierocks I look very different.
0:09:24 > 0:09:27Goldierocks is all about big eyelashes, big hair,
0:09:27 > 0:09:29big make-up as well as great music.
0:09:34 > 0:09:35That's my DJ-ing costume.
0:09:38 > 0:09:41For me, it's the same deal as a clown wearing face paints
0:09:41 > 0:09:43and a silly suit when he goes to work.
0:09:43 > 0:09:46Now, whereas everyone knows that a clown's costume is fake,
0:09:46 > 0:09:49it's very easy to forget that most photos you see of celebs
0:09:49 > 0:09:52and models just isn't truly them.
0:09:52 > 0:09:55There's a reason why we call them glossy magazines -
0:09:55 > 0:09:57it's all about presenting a super-shiny world,
0:09:57 > 0:10:00a world that's fun, but not real.
0:10:00 > 0:10:03Most of what you see, at its best, is called media enhancement,
0:10:03 > 0:10:06and at its worst, it is faked.
0:10:08 > 0:10:11Today, I'm on a photo shoot at the WaterMill Studios
0:10:11 > 0:10:13in the beautiful countryside of Bath.
0:10:18 > 0:10:21You'll see there's no clowning around here, and there's
0:10:21 > 0:10:24nothing funny about the time and technology it takes me to,
0:10:24 > 0:10:25well, get photo-ready.
0:10:25 > 0:10:28It's 9am here, so let's see how I do.
0:10:31 > 0:10:34- Hello.- Hi, you must be Sam. - Nice to meet you.- Nice to meet you.
0:10:34 > 0:10:36Let's get you to hair and make-up.
0:10:36 > 0:10:39So I'm here to meet Danny Marie Elias who's going to start my transformation
0:10:39 > 0:10:41from Sam Hall to Goldierocks.
0:10:41 > 0:10:44Now, Danny's an award-winning hair and make-up artist,
0:10:44 > 0:10:48who's done everything from fashion magazines to TV commercials
0:10:48 > 0:10:49to catwalk.
0:10:57 > 0:11:00- So what's happening now? - This is my version of Photoshop.
0:11:00 > 0:11:04So through highlight and shade I can change your face shape
0:11:04 > 0:11:06completely if I wanted to.
0:11:06 > 0:11:09I could lengthen your face or make your nose shorter.
0:11:09 > 0:11:12As long as you don't make my nose bigger, that's all OK.
0:11:12 > 0:11:14I could make your lips wider,
0:11:14 > 0:11:18I can lengthen your forehead or give you a stronger jaw line.
0:11:18 > 0:11:21Can different races, sort of, change the shape of their eyes?
0:11:21 > 0:11:23- Yeah, absolutely.- Wow!
0:11:23 > 0:11:27Change skin colour, change someone's ethnicity, sex...
0:11:37 > 0:11:40OK, so it's finally time for me to get out of Sam's clothes
0:11:40 > 0:11:42and into my Goldierocks kit.
0:11:45 > 0:11:47You guys don't get to see this bit.
0:11:49 > 0:11:53So, that's me, all ready for the camera.
0:11:53 > 0:11:56It's only taken two and a half hours.
0:11:56 > 0:11:59This is my sharp shooter for the day, Tim Baker.
0:11:59 > 0:12:02And this is his studio where he does a range of photography
0:12:02 > 0:12:04and fashion shoots.
0:12:10 > 0:12:14So, Tim, what can you do to make me look different?
0:12:14 > 0:12:16I can do loads of things.
0:12:16 > 0:12:19With the lights, we can lift all of the bags under your eyes
0:12:19 > 0:12:21and we can lift your chin up a little bit.
0:12:21 > 0:12:24Different angles that we shoot from will make a massive difference
0:12:24 > 0:12:25to the shape of your face.
0:12:25 > 0:12:29Chin up a tiny little bit for me, that's lovely. That looks good.
0:12:29 > 0:12:32Right, eyes to camera. That's great.
0:12:32 > 0:12:36With the team we've had today, six or eight people all working on you
0:12:36 > 0:12:40all day long, doing your hair, your make-up, setting up all the lights,
0:12:40 > 0:12:42we can make anyone look absolutely...
0:12:42 > 0:12:44like the celebrities in the magazines.
0:12:48 > 0:12:50Edit out the wrinkles!
0:12:53 > 0:12:54Show me your best shots.
0:12:54 > 0:12:57Absolutely. Let's have a look and see which ones you like.
0:12:57 > 0:13:01Hmmm, that one's a bit dodgy. Ooh, that one's, yeah. That one's nice.
0:13:01 > 0:13:04We'll go through hundreds of shots in a day, really,
0:13:04 > 0:13:07just to find that one picture where everything's come together properly.
0:13:11 > 0:13:14Well, thanks very much for your time, it's been a really good day.
0:13:14 > 0:13:17- So I guess I'm off.- Normally, I would let you go now.
0:13:17 > 0:13:19But not this time.
0:13:19 > 0:13:21I'm going to take you over there and we'll go through all
0:13:21 > 0:13:24the stages of post-production, all the work that goes on to finish
0:13:24 > 0:13:27these pictures off and getting them just looking their very, very best.
0:13:27 > 0:13:30Choosing the right image is only the start.
0:13:30 > 0:13:33This is where computer technology takes over.
0:13:33 > 0:13:36Airbrushing can digitally change my skin, my hair,
0:13:36 > 0:13:39Tim's software can even change my body size.
0:13:39 > 0:13:44- It's a shape shifter. So, have you picked a shot?- I have indeed, yeah.
0:13:44 > 0:13:47Here's a picture as we've got it straight out of camera,
0:13:47 > 0:13:49now I'll just show you what we can actually do to it.
0:13:49 > 0:13:50I think that looks good.
0:13:50 > 0:13:53Yeah, well, absolutely, it does, it looks fantastic.
0:13:53 > 0:13:55But to get that final little polish on it,
0:13:55 > 0:13:57the sort of things that you see in magazines,
0:13:57 > 0:14:00to get that editorial finish, we've got to do a little bit more.
0:14:05 > 0:14:06And there I am!
0:14:06 > 0:14:10With Katy Perry purple hair. Wow!
0:14:10 > 0:14:13- And that took, what? All of three seconds?- Absolutely.
0:14:13 > 0:14:15To get it finished off, it would take a lot longer to go round
0:14:15 > 0:14:17all of these tiny little pieces of hair,
0:14:17 > 0:14:21but yeah, just as a quick example of how it starts going.
0:14:21 > 0:14:23It's funny because I've always prided myself
0:14:23 > 0:14:26on having quite nice hair, and yet you can see
0:14:26 > 0:14:29all these extensions just hanging out a different shade.
0:14:30 > 0:14:33Why didn't they just leave it as it was to begin with?
0:14:33 > 0:14:36# There was a time
0:14:36 > 0:14:41# I met a girl of a Different kind... #
0:14:41 > 0:14:45I mean, these images look nothing like the real me.
0:14:45 > 0:14:48Certainly, what I didn't look like this morning when I woke up.
0:14:48 > 0:14:52You stopped being you at nine o'clock when you walked in through the door.
0:14:52 > 0:14:55Once they move past the moment of you walking in and sitting down
0:14:55 > 0:14:56in front of a make-up artist,
0:14:56 > 0:14:59reality's just out of the window then.
0:14:59 > 0:15:03We've just basically spent the day working to make this fictional image.
0:15:03 > 0:15:08Now, it contains elements of you, but this isn't you. This isn't a person.
0:15:08 > 0:15:09But just a fantasy, really.
0:15:14 > 0:15:18And my waist has been nipped in which makes them look even bigger.
0:15:18 > 0:15:20This is just unachievable.
0:15:20 > 0:15:26I think my proportions now wouldn't match a real woman.
0:15:26 > 0:15:31To have that boob-to-waist-to-hip ratio. Am I just a bad model?
0:15:31 > 0:15:35- Is this a one-off that you make this many alterations?- Not at all, no.
0:15:35 > 0:15:39It's not just accepted in the industry, but it's expected.
0:15:43 > 0:15:47I often get made up and dressed up because it's part of my DJ job,
0:15:47 > 0:15:48but that's all.
0:15:48 > 0:15:51I definitely don't look like this on my days off.
0:15:52 > 0:15:56It's estimated that we see over 700 airbrushed
0:15:56 > 0:15:59or digitally-altered images every single day.
0:16:01 > 0:16:03Because we see these images all the time,
0:16:03 > 0:16:07we start to think they're normal, that people really look like this.
0:16:07 > 0:16:12But they don't. It isn't something we should try to live up to or copy.
0:16:12 > 0:16:17Even I can't compare the real me to what I look like in these photos.
0:16:17 > 0:16:19They're just faking it.
0:16:40 > 0:16:42Subtitles by Red Bee Media Ltd