Developed for both Shoe Station and Shoe Carnival, this two-day holiday production brought still photography and motion together to create seasonal content for the brands' digital channels. The red and green sets each anchored a day of shooting, establishing a vibrant visual identity that could carry across the campaign.
With the overall concept and pre-production established by the creative team, I focused on translating that vision into motion. Many of the models were more accustomed to still photography, so I directed them through scenarios that encouraged natural movement and expressive performances. This approach helped create a more comfortable environment while capturing the playful energy of the campaign.
My lighting approach emphasized a bright holiday aesthetic with soft shadows and an inviting atmosphere. I carried that visual direction into post-production, introducing subtle vignetting to create a sense of nostalgia while maintaining the cheerful character of the imagery.
In editing, I developed a series of short-form pieces by finding natural connections between individual moments. Each edit was shaped to work across different marketing placements while maintaining a consistent visual identity. I also created an extended edit that brings together highlights from the production, capturing the broader energy and character of the campaign.
