Wolverine Footwear + Apparel
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.
THE GAME PLAN
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.