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Naturalizer FW2015

excerpts from buildout of pre-production deck include moodboard concept, color palette, wardrobe, prop styling, shot list logistics, photography style in collaboration with team and crew. This 50 page document becomes our guide during shoot days.

Naturalizer fw15  

There was a strategic departure to move in-studio for the Naturalizer brand during Fall/Winter 2015. The brand wanted to place footwear front and center as the focus, in addition style perspective. Additionally, to maintain consistency and ease of use for global partners, the in-studio production provided simplified design and more quality control with the various end usages for assets. All while maintaining the integrity of the brand tone - modern, sophisticated, timeless, relatable. All assets for online, print and in-store worked alongside of the two congruent campaigns for N5 Contour and the Mothers & Daughters brand stories.

1/expertise
brand identity
content strategy
print design
campaign ideation
on set direction
production management
video storyboarding
editorial copywriting

2/team
Client: Naturalizer
Creative Direction: Annie Martineau
Creative Team: Victoria Lunde, Eve Kinsella, Tracy Marklein
Producer: Matador Productions
Photographer: Anna Wolf
Wardrobe: April Hughes
Hair: Carmel Bianco
Makeup: Brit Cochran