SMALL TOWN HERO: JEFFREY CAMPBELL LOOKBOOK ss/11

April 28th, 2011

For this loca­tion shoot, I accom­pa­nied my crew to my home­town of Ontario, Ore­gon. This was most likely one of my favorite projects to date—featuring the pho­tog­ra­phy work of Helen Pear­son, and the hair­styling, and makeup work of Stephen Crow and his entire staff at Salon Salon and the spa, one of my other clients—and long time friend.

For this cam­paign, we cre­ated a par­al­lel between three mod­els in footwear from the Spring/Summer 2011 Jef­frey Camp­bell col­lec­tion, and the con­trast­ing Amer­i­cana inspired back­drop. Styled in over-the-top, street inspired cloth­ing and acces­sories from both LA and NYC showrooms–the mod­els and sub­ject mat­ter popped, jux­ta­posed the stark and ghost-town like set­ting of the rural Ore­gon back-drop. Styl­ist Brid­gette Bay­ley and myself lay­ered vin­tage pieces, along­side style sta­ples from our favorite brand to high­light the shoes, which include both run­way trends and throw­back inspirations.

Cast­ing local mod­els from the region, my team of styl­ists and staff, set out to cre­ate a visual col­lage of looks and sce­nar­ios that rep­re­sents the Small Town Hero in all of us. Based on the con­cept that the inter­net, blogs, tech­nol­ogy and new-media are now tak­ing fash­ion and styling to even the quaint­est of towns and villages–that there might just be a fash­ion icon in all of us wait­ing to get out.

The pho­tos and video from this pro­duc­tion went on to be down­loaded and reposted thou­sands of times from the Jef­frey Camp­bell website–and many of the styles fea­tured have grown to per­form as top sell­ers for the brand dur­ing the 2011 sea­son. For this brand in par­tic­u­lar, the con­sumer truly relates to the rel­e­vance of the product–she is blog dri­ven, edi­to­r­ial minded, and fash­ion for­ward at all times. These images, and the title were cre­ated with that client base in mind—showing JCGIRLS every­where that they too can have the lifestyle behind the iconic shoe brand.

For this project I teamed with NYC based video­g­ra­pher Andrea Cruz. While we prepped the the set­tings for the pho­tog­ra­pher, myself and my team helped Cruz get reels of video which she later com­piled into this short video. The video com­po­nent of this look­book proved to be just as impor­tant as the still images—being posted 1,000’s of times–and now serv­ing as the wel­come page to the Jef­frey Camp­bell website.

Unti­tled from andrea cruz on Vimeo.

Cre­ative Direc­tor: Ty McBride
Assistant/Head Stylest: Brid­gette Bay­ley
Pro­duc­tion Assis­tant: Tara Hall Reddy
Pho­tog­ra­phy: Helen Pear­son
Layout/Design: Cameron Jen­nings
Hair: Stephen Crow
Makeup: Lind­say Black
nail Styl­ist: Dot­tie Lore
Mod­els: Jen­nifer Day, Brenna Thorn­feldt, Erin Baynes
Video Pro­duc­tion: Andrea Cruz
Music for Video: Younglife

Look book production, Video [ Comments Off ]