Photo Shoots

existing brand, new product launch

Russell Athletic is the inventor of the sweatshirt and has been an industry leader since 1926. With fading market share to their competitor, and 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 that meets both goals.

Shortlisted for 2020 US Search Awards for Best Use of Content Marketing.

Russell Athletic stats

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.

The content hub helped us successfully position Russell Athletic as the inventor of the sweatshirt and take back competitive market share, while reaching new target audiences to launch the Heritage line.

This throwback DIY sweatshirt off the shoulder is the perfect, timeless piece for your everyday style. In minutes, you can make your old sweatshirt new again...

View the content hub here: https://www.russellathletic.com/blog