Case Study

Wolverine Footwear + Apparel


Final image from the hiking boot campaign.

Award Winning Shoot For Wolverine Footwear + Apparel  


Martin Williams Advertising, an agency out of Minneapolis, hired me to photograph four of Wolverine’s boot categories: hunting, forestry, work, and hiking as well as some of their apparel line. A photo library was needed for their national advertising and marketing initiatives. They wanted a dramatic lifestyle shoot set in inspirational locations to increase brand awareness and to make people more aware of the different categories of footwear and apparel Wolverine makes.


We netted out on a  six-day location photo shoot which took place in downtown Salt Lake City as well as Snowbird Utah at 11,000 feet, with a cast and crew of 25 people. The agency wanted “epic” backgrounds to make a big impact around the products. To help create the drama, Utah was chosen because of its high elevations and proximity to the mountains and downtown Salt Lake City. This proximity was crucial to the efficiency of transitions between locations.


Wolverine ended up with over 1000 images, several of them winning national advertising awards and a feature in Archive Magazine as the best fashion photography of the quarter.

Final print ad for Wolverine work boots photographed downtown Salt Lake City.

Final print ad for Wolverine outdoor and hunting boots photographed high up in Snowbird, Utah.

Final print ad for Wolverine work boots.

Final print ad for Wolverine hunting boots.

Archive Magazine named two of the print ads as best fashion ads of the quarter.

A collage of behind the scenes images from the location in Snowbird, Utah.

At an elevation of 7000 feet capturing shots in the epic scenery.



6-day photo shoot

11,000 feet up

25 members of the cast and crew

100 retouched images


Day 1 - At the summit of Snowbird, Utah location and tech scouting.

After 45 minutes of switchbacking up the mountain we finally get all the crew and gear to the shoot location.

Early morning sunrise over Snowbird.

High above Salt Lake city on a construction site.

Iron worker portrait.

Nice edge light created by the welding torch.

Close up of the patented Wolverine DuraShocks.

A true lumberjack was casted for the shoot to get us authentic shots.

A shot for the Forestry segment of the campaign.


Time to get wet.

Early morning light casting across the scene.

Amazing terrain to get the some great imagery.

Working with Jeremy is always great! I’ve worked with him several times over the years and always come away with amazing shots. Our last shoot was on a mountain top in Utah. We had to capture a library of images with many setups and wardrobe changes – all shot at high altitude under challenging conditions. Jeremy and his team went above and beyond to make everything go as smooth as possible. We ended up with award winning shots and had a blast making some great imagery. I can’t wait for our next shoot!
— Martin Williams Advertising

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