Spring Lifestyle Shoot for Smartwool


The best way to work with real people, as opposed to professional models, is often to make the shoot a lot of fun. And a shoot with active lifestyle brand Smartwool last year was the epitome of that advice. The creative and marketing team had gathered some of their ‘fan field testers’ at their world head quarters in Steamboat Springs, Colorado for a weekend photo shoot. These were people who interact with the brand on social media and were a natural fit to showcase the upcoming spring apparel line. While the client had a long list of directed shots that needed to be completed, they were also interested in more candid moments. Our job was to put them at ease in front of the camera to capture those ‘natural’ moments that happen in between the setups on a commercial shoot.

The weekend wrapped up with moving the production to the home of Carol Davidson, VP of Global Brand Marketing for Smartwool. It was a spectacular location overlooking Steamboat and everyone was made to feel at home. Improvisation ruled the day as we rolled from one shot to the next around the property. The Smartwool team kept the fun meter pegged, setting up a ‘run way’  and wardrobe area in the back yard. Everyone took turns showing everyone else how it was done on the cat walk. At some point it got late and the work was in the bag. But the energy kept going as the photo shoot morphed into a backyard dinner party. Well earned IPA in hand and a camera slung over the shoulder, some of the best pictures from the day were still to come.

Cheers | Matt & Agnes Hage

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