TYMCBRIDEINDUSTRIES

WEEKENDER

April 28th, 2011

The WEEKENDER look­book cam­paign and printed cat­a­logue, which I cre­ated for client SOLESTRUCK, high­lited a multi-brand line up of both men’s/women’s shoe must have from the sites SS/11 offer­ings. Shot on loca­tion on the estate of Steve Recla, set among rolling hills, open fields and an amaz­ing home, I part­nered with NYC based Pho­tog­ra­pher Helen Pear­son to tail four urban best friends as they gath­ered for a long week­end at the coun­try house of their dreams.

Styled and shot to directly tar­get the core clients of SOLESTRUCK, the images were then used to cre­ate exten­sive teaser drops to build antic­i­pa­tion about the look­book, land­ing pages, blog posts, email blasts and many of the brands we spon­sored went on to fea­ture this highly cir­cu­lated look­book on their own sites blogs and assorted social net­work­ing plat­forms. By drop­ping the look­book early in the season–we were able to build a lot of antic­i­pa­tion with shoe fanat­ics, and were able to part­ner with many brands for pre-sale events based on shoes fea­tured in this effort.

Cast­ing local mod­els from the area, we cre­ated a look which speaks directly to the shop­per at hand–and sim­ply let the prod­uct be the start set oppo­site this amaz­ing back­drop and space. We cre­ated sev­eral sce­nar­ios and set­tings dur­ing the 12 hour shoot–shooting over 40 styles of shoes. Many of the shoes fea­tured have gone on to become top per­form­ers on the site—creating a frenzy with loyal shop­pers and reach­ing out to new mar­kets, fans and net­wors. The dig­i­tal ver­sion of the WEEKENDER cam­paign was down­loaded and reposed thou­sands of times glob­ally, and 10,000 pieces were printed to be gifted as GWP for SOLESTRUCK shoppers.

Cre­ative Direc­tor: Ty McBride
Assistant/Head Stylest: Brid­gette Bay­ley
Pro­duc­tion Assis­tant: Andrea Cruz, Tara Hall Reddy, Lacey Tow­ers
On site Assis­tant: Jen­nifer Day
Pho­tog­ra­phy: Helen Pear­son
Layout/Design: Cameron Jen­nings
Hair: Stephen Crow
Makeup: Lind­say Black
Nail Styl­ist: Dot­tie Lore
Mod­els: Aubrie Young, Ash­ley Knight, Madi­son Schoor, Ste­fanie Glore, Derek Fisher

Cloth­ing pro­vided by: RVCA, WILDFOX, MARY MAYER, JOY RICH, MINK PINK, SHAKUHACHI, and DEAR CREATURES.
Acces­sories pro­vided by: SIMPLY NOVA NYC, LARUISSI & DANIKA OF RYAN BERIT GROUP SHOWROOM

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The Checklist

April 28th, 2011

The CHECKLIST, shot on loca­tion in  Brook­lyn, NY for my client SOLESTRUCK.com, is a multi-brand look­book which will be dis­trib­uted on their site in the form of a viewable/downloadable  dig­i­tal look­book, fea­tured as landing/branding pages, blog hits, and head­ers and visu­als for email blasts.

Shot by Span­ish pho­tog­ra­pher Jose C. Gar­cia, the project set out to edu­cate the SOLESTRUCK girl on the top and most cur­rent shoe trends. The direc­tion of the look­book aims its focus at keep­ing the client edu­cated on new mer­chan­dise, return­ing best sellers—while show­ing them how to wear the styles/trends and live the over­all brand. We fea­tured shoes from all of their top ven­dors, and my assis­tant Ste­fan Svan and I pulled from top NYC cloth­ing design­ers and show­rooms to pull off a look that read as sum­mer chic/effortless ease—while still speak­ing to the edge and “down­town girl” vibe that the SOLESTRUCK girl has carved our for herself.

The Check­list:

The Flat­form
Vin­tage West­ern Boots
The Glad­i­a­tor
Pony Fur
The Espadrille
Color Block­ing
The Wedge
Ani­mal Prints
The Ankle Boot
The Plat­form
Menswear Inspired
The Slip­per
Neons
Wood
The Flat Bootie
Exclusives

While con­stantly cre­at­ing and devel­op­ing projects for my client SOLESTRUCK, I am find­ing that, the more direc­tion, edu­ca­tion, and infor­ma­tion we give the con­sumer, the more she responds with increased loy­alty,  more social net­work­ing, a stronger sense of com­mu­nity, and returned shop­ping trans­ac­tions. For this par­tic­u­lar client I cre­ate a con­stant stream of work both printed and dig­i­tal, which all strives to cre­ate a sense of loy­alty with our grow­ing clien­tele base. We focus not only on sea­sonal offer­ings, but also splice in cam­paigns which tar­get spe­cific brands, trends or new offer­ings on the site.

Director/Producer/Stylist: Ty McBride
Photographer:/Layout Design: Jose C. Gar­cia
Assistant/Stylist: Ste­fan Svan
Art/Photo Assis­tant: Lucia Mar­tinez
Hair/Makeup: Daniele Marino for Double-D-Productions
Mod­els: Angelique Velez, Jesseme Bank with Ford Mod­els and Vanessa Agoh

Vardrobe and styling essen­tials pro­vided by: Rachel Comey, Mary Mayer, God­dess of Baby­lon, Mau­rie & Eve, Dolce Vita and Cheap Mon­day.
Access­sories pro­vided by SUPER FANCY

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LET THE SUNSHINE IN

April 28th, 2011

Fea­tur­ing Mau­rie and Eve and Blog­ger Tess Pare-Mayer of LITTE BLACK LIST.

For this small viral mar­ket­ing campaign–I part­nered with up-and-coming NYC blog­ger, Tess Pare-Mayer of THE LITTLE BLACK LIST, to cre­ate a dig­i­tal spread which fea­tured cloth­ing from MAURIE and EVE as well as shoes from their footwear col­lec­tion and select offer­ings from iconic Ice­landic brand KRON KRON.

This project, for client SOLESTRUCK, started as an attempt to pro­mote two new and favorites brands to their site: KRON KRON and MAURIE and EVE. Just two min­utes after post­ing a “MODEL CALL” on the twit­ter of SOLESTRUCK, I was con­tacted by Tess. Her involve­ment and mod­el­ing helped take this cam­paign to a fun and viral level. By incor­po­rat­ing an actual blog­ger and real-life NYC woman as the model–we were able to fur­ther the reach of the cam­paign through the relaxed and blog­ger ori­ented feel of the shoot–and the com­bined efforts of Tess and Solestruck.

Shot on loca­tion in Brook­lyn, NYC, by  pho­tog genius Helen Pear­son, the shoot com­bined casual and effort­less pieces from the MAURIE and EVE cloth­ing col­lec­tion with glimpses of my Brook­lyn apart­ment. The images were used as a dig­i­tal cam­paign, a brand intro­duc­tion for KRON KRON and were fea­tured as landing/branding pages, con­tent for emails blasts, and were heav­ily down­loaded by blog­gers glob­ally. We saw these images bring fur­thered to suc­cess to the already top sell­ing Mau­rie and Eve shoes–and cre­ate a nice intro­duc­tion to new­comer Kron Kron.

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UP ON IT

April 28th, 2011

UP ON IT, the first ever all men’s focused look­book we have pro­duced here at TMI, was a dig­i­tal project we did in early spring 2011. Cre­ated for my client SOLESTRUCK, this project coin­cides with the launch of a more beefed up men’s pres­ence on their site. The mar­ket­ing approach is sim­i­lar to the one we are attempt­ing to cre­ate for the female shop­pers on the site–to cre­ate a loyal base of  male shop­pers, who keep com­ing back for a well exe­cuted line-up of shoes, to seek out new brands, see new arrivals from favorite  brands, and expe­ri­ence the top notch cus­tomer ser­vice of  the SOLESTRUCK team.

My team worked with NYC based pho­tog­ra­pher Wil­fredo Alexan­der, to cre­ate a styl­ized intro­duc­tion to all the new offer­ings on the men’s side of the site. I com­bined ele­ments of super relaxed sum­mer styling, with a touch of edi­to­r­ial to cre­ate a visual work that was both doable for the client base–as well as a bit educational—simply illus­trat­ing how to wear the prod­uct, live the lifestyle, and expe­ri­ence the brand and offer­ings of the new brand cat­e­gory at SOLESTRUCK.com. I worked with two “real guys,” to cre­ate a look that speaks to guys every­where. Michael, also from Broolyn, I cast over the SOLESTRUCK twit­ter account—posting  a call for male mod­els. I paired him with a long-time friend Rick, to cre­ate two dif­fer­ent looks—to reach a deeper group of male shoop­ers. Both mod­els have totally dif­fer­ent looks–and are styled to rep­re­sent dif­fer­ent gen­res of shop­pers and the dif­fer­ent styling’s of the brands we offer.

Shot on the roof of my Green­point apart­ment, Wil­fredo used nat­ural light and the sur­rond­ing elemetns to cre­ate a visual cam­paign that has been very well received by the male shop­per. The look­book was used dig­i­tally on the SOLESTRUCK site, serv­ing also as branding/landing pages, visu­als for email blasts, and blog con­tent. This project has con­tin­ued to bring pos­i­tive results to the men’s divi­sion of  SOLESTRUCK’s new and improves men’s collection.

Director/Stylist: Ty McBride
Stylist/Assistant: Ste­fan Svan

Pho­tog­ra­pher: Wil­fredo Alexander

Mod­els: Michael Oh, Rick Schenk

Lay­out & Design: Cameron Jennings

Spe­cial thanks to: Bridge and Burn, Cheap Mon­day for sup­ply­ing all the clothes and Proof for eyewear.

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GET SERVED: Room Service a multi brand digital look book project.

November 21st, 2010

On very short notice and a crazy turn around time the TMI office part­nered with Port­land Ore­gon Pho­tog­ra­pher Carey Haider to pro­duce the first ever multi band look­book for client SOLESTRUCK.com. Shot on loca­tion in my hotel room–411– at the amaz­ing ACE HOTEL on Stark Street in Portland–we got cre­ative with a tight space and a big vision to cre­ate a dig­i­tal look book that has gone on to be down­loaded over 6,000 times and reposted hun­dreds of times inter­na­tion­ally. The relaxed vibe of my actual hotel room pro­vided a per­fect back-drop of the under-styled aes­thetic of the project. The ACE HOTEL clearly knows what they are doing in that department—love them.

ROOMSERVICE high­lighted the adven­tures of four fic­tional col­lege friends who had chipped in on a hotel room for a week­end to explore Port­land. The shots are can­did, fun, edgy and fresh—all fea­tur­ing brands and goods that were set to arrive to SOLESTRUCK in the com­ing two months. Images from the site were also used to cre­ate styl­ized branded land­ing pages and bio pages for each brand or spe­cial styles that the SOLESTRUCK team wanted to higlhight.

We used local mod­els that were cast in Port­land and recruited local tal­ent through our net­work of friends and asso­ciates who work in the Port­land area. Mod­els were styled with goods from sim­i­lar lifestyle brands RVCA, BRIDGE AND BURN, MOTEL ROCKS and WILDFOX, lends from local bou­tique Frank James and local designer Alex Gal­latin to cre­ate a relaxed and sexxy casual look—an over­all feel­ing that truly let the prod­uct speak for itself. We used a mix of prod­uct shots, lifestyle shots and more more edited images to cap­ture the exact vibe of the actual Solesruck client.

The look­book served to cre­ate an exclu­sive club for Solestruck reg­u­lars, let­ting them know about new launches, brand and hot items. It cre­ated a flurry of emails to their offices with requests for dates, wait­list oppor­tu­ni­ties and pre-booking. We also then emailed a dig­i­tal ver­sion to each shoe brand and many of them reposted the images–driving even more busi­ness back to solestruck.com.

Shot on Loca­tion at the Ace Hotel in Portland.

PHOTO: Carey Haider

PRODUCER: Ty McBride

LAYOUT DESIGN: Cameron Jennings

STYLING: Ty McBride and Alex Gallatin

MAKE-UP: Rachael Manley

HAIR: Lau­ren Keenen

MODELS: Megan Hodge, Renee Lil­ley, Emily Mar­tin, Matt Bolt

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