Photo Shoots
existing brand, new product launch
Russell Athletic is the inventor of the sweatshirt and has been an industry leader since 1930. With the launch of their new Heritage line, my creative team supported the goal of increasing brand awareness for an expanded target audience and showing in top search results for being the inventors of the sweatshirt. We collaborated to provide images and videos that support a search optimized content hub.
Shortlisted for 2020 US Search Awards for Best Use of Content Marketing.
My role: I worked closely with the account team, SEO team, client, photographer, videographer, and designer to provide creative assets to support the content hub. Keeping the brand goals and audience in mind, I set out to book and direct a photo shoot including the following elements:
Location research and booking
Model casting and contract negotiation
Equipment rentals
Photographer, videographer, and stylist assistant coordination
Product ordering
Shot list creation
Creative direction and styling on set
Creative oversight of final deliverables
On shoot day, my role was creative direction and styling for the set and models, photographer, and videographer. We successfully delivered 100 images, 16 videos, and an infographic used to support the content hub and messaging.
View the content hub here: https://www.russellathletic.com/blog