Seasonal brand shoots

Twice a year we set out to refresh Hydro Flask's library of brand imagery through 3-day long location shoots. I lead the creative from concept all the way through to re-touching and file management, resulting in imagery sets that became iconic for the brand.

Starting with a list of brand and product initiatives, I worked closely with both the client and the photographer / producer team to generate concepts for the shoots and subsequently choose locations, select talent, and craft a shot list for each shoot. I compiled a detailed shoot guide for the team going into each project, ensuring that everybody was aligned on concept and style, and well-informed about what needed to happen when and where.

Once on set, I wore the art director hat to ensure that product looked good, scenarios were on-brand and authentic, and that everything we came home with aligned with current and future business goals. Post-shoot, I was responsible for making selects and directing all post-production efforts.

Each shoot was a careful combination of advance planning and free-flowing unscripted moments, which resulted in Hydro Flask's signature caught-in-the-moment style that was perfectly representative of their "Unexpected Refreshment" brand motto at the time. Images worked hard for the brand, and were utilized online via their website, social media accounts, email marketing and advertising; in-store and in trade-show booth graphics; and as part of various PR activation campaigns.