TYMCBRIDEINDUSTRIES

MATIKO: GOOD THINGS COME IN PAIRS

Ty — Mon, 02 May 2011 16:23:00 +0000

Shot on location at the very High School my parents graduated from, the first ever MATIKO look book was a fun and challenging project. Shot by NYC based photographer Helen Pearson–we set out to combine the fun, sexy, flirty and wild side of the California based collection–layered on top of a canvas of a very “All American” back drop. Creating a darker set of images we were able to pull of this very sophisticated look–while still maximizing the amazing backdrop.

Using local models–we were able to create a look that was very “girl next door” for the LA based collection who is renowned for color, comfort, forward styling and seasonal staples. Using wardrobe from both LA and NYC showrooms and indie-designed accessories, we kept the look fresh and accessible.

Producer: Ty McBride
Stylist/Assistant: Bridgette Bayley
Photography: Helen Pearson
Assistant: Lacey Towers
Models: Kylee Acree & Andrea Nungaray
Hair: Stephen Crow
Makeup: Lindsey Black
Manicure/Pedicure: Dottie Lore
Video: Andrea Cruz
Layout: Matthew Howard

We would like to thank the clothing lines which contributed to this look book production. Plastic Island, Hellz Bellz, Dear Creatures and Shakuhachi. Accessories supplied by Simply Nova, Doody Designs and Laruicci and Danika of Ryan Berit Showrooom.

Shot on location in Vale Oregon, special thanks to Vale High School, home of the Vikings. Special thanks to the football team for letting us crash your pre-game.

Special thanks to Shannon Steele, Ryan Berit, the staff of Salon Salon and the spa for hosting us. Giant shout out to Andrea Cruz and Lee McBride for your special efforts to make this book possible. Thanks Tracy Beetler for organizing all the samples for us.

Roomservice

Ty — Mon, 02 May 2011 14:39:04 +0000

ROOMSERVICE was the first lookbook project I completed for Portland based client SOLESTRUCK.com. Shot super last minute with one week of prep time, I worked with SOLESTRUCK in house employee, and friend, Alexandra Gallatin, to style, prep, stage, and cast the shoot. We utilized the hotel room I was staying in at the hyper-trendy ACE HOTEL, on Stark Street, to create the perfect backdrop for the book. For this project we worked with Portland based photographer Carey Haider, to create an amazing project–one that went on to not only drive sales and increased traffic for my client–but also helped initiate future lookbooks and photo projects based on it’s popularity and sales results.

On a tight budget and small space, Alex and I worked with selections from her own clothing collection, as well as select pieces from both NYC and Portland based showrooms and brand agencies. The story, ROOMSERVICE, was based on four collegiate friends meeting for a weekend for a reunion in PDX. The lookbook features casual shots, images of them prepping for a night out, and PAC-NW inspired styling–with just enough editorial edge that the story reads as both fashionable and realistic. The images were used for branding/landing, blog, email blasts, brand posts–and the entire lookbook was downloaded and reposted thousands of times through the SOLESTRUCK site. Many of the images were reposted/used by the featured brands, and many of the items featured have gone on to become top selling pieces on the site.

We cast the models through craigslist and through connections and networks of Carey–as he shoots locally very often. With this being my freshman photo project for this client, I felt it important to create a look–the branding is again focused on a believable girl—a believable guy—with great product and images that make the product pop. We may have cleaned out the mini-bar (sorry Solestruck!!!), but the results of the shoot definitely rank as top-shelf.

Director/Stylist: Ty McBride
Assistant/Stylist: Alex Gallatin
Models: Megan Hodge, Emily Martin, Renee Lilley, Matt Holt
Hair: Lauren Kennen
Makeup: Rachel Manley
Clothing: RVCA, Motel Rocks, Wild Fox Couture, Alex Gallatin, Bridge and Burn and highlighted pieces lent from Portland clothing store Frank James.
Layout and Design: Cameron Jennings

WEEKENDER

Ty — Thu, 28 Apr 2011 22:18:01 +0000

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

POSTING-HOSTING & COAST-TO-COASTING

Ty — Thu, 28 Apr 2011 20:40:32 +0000

In addition to creating a constant stream of visuals and sales focused materials for my clients—I also develop, create and execute blog posts/blog concepts/Twitter/FB presence for many of them. By layering in a constant stream of visuals, both self generated, directly from the brands we partner with, or from the client themselves, I create a steady pulse that drives right back to the point of purchase. This viral aspect ties in heavily to my full-blown hands on approach to brand identity. Below you can see several examples of the many blogs I have created for a myriad of clients. My team keeps the content flowing–building a cult following with admirers, shoppers, and blog followers world over. I create a combination of “lifestyle” posts–but continually return to product based postings to keep the focus on the brand/item/materials at hand. See below some examples of recent posts and links to blogs I continually work on. While my aim is to keep the blogs interesting/entertaining, the end goal is always to engage the shopper, the reader–and to add another building block to the community I strive to create for each client.

For Solestruck’s new ‘Man Blog,” I gave direction to their main designer and developer on the visual look for the blog, providing inspiration and direction for the build out. Once the site was finished, I created and developed each blog post–using a clean and easy approach to reaching out to the male clients on the site. I create a combination of lifestyles posts based on general interests, brand information, and direct sales focused content directly from solestruck.com. The blog, coupled with the UP ON IT digital lookbook I produced for the site, served as the kick-off to a deeper men’s selection, and a relaunch (and re-amped!) men’s side of the business. The reception by the clients has been well received, coupled with a selection of amazing shoes from top collections–men’s sales continue to increase and grow.

Here are several quick shots of the blog’s home page one one example of a post. Check the blog HERE.

While the men’s sector at SOLESTRUCK continues to grow and develop, the female clients are hands down the main return shopper, the cult follower, and as we like to call them.…THE SHOE ADDICT! I post continually on the women’s blog, tying in all my posts to their Facebook and Twitter feeds. The focus of the blog is to create a constant stream of consciousness that feeds into the life of the shoe crazed fans of SOLESTRUCK. The feeling is very off-the-cuff, relaxed and a bit crazed! Below are a few examples of posts I have created for the blog. I also use this blog to promote, cross promote, and host the myriad of contests and giveaways I create for the site. Click HERE to be taken to the blog.

Much like the blogs I work on and contribute to for my client SOLESTRUCK, I also create and write the exclusive blog for SENSO DIFFUSION, a brand I have worked with and launched here in the United States. For their introduction to the US, we created a viral frezy by partnering with bloggers, media outlets and TOP retailers to get the shoes in all the right places. The blog for SENSO serves as a tool to direct shoppers from all over the globe on how to get that SENSO LOOK—and where to find those often sold out SENSO SHOES! The focus for this client is largely to broadcast the BRAND, and where you can find the brand—the blog is a hyper visual collage of fans, product and editorial/press offerings behind the up and coming shoe staple.

Click HERE for a link to their site, and blog, and below are a few screenshoots from a blog entry and the mainpage of the blog.

The Checklist

Ty — Thu, 28 Apr 2011 20:26:37 +0000

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

LET THE SUNSHINE IN

Ty — Thu, 28 Apr 2011 18:54:43 +0000

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.

UP ON IT

Ty — Thu, 28 Apr 2011 18:01:45 +0000

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.

SMALL TOWN HERO: JEFFREY CAMPBELL LOOKBOOK ss/11

Ty — Thu, 28 Apr 2011 17:53:39 +0000

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

GET YOUR HAIR DID: A virtual rebrand for Stephen Crow and Salon Salon and the Spa

Ty — Sun, 21 Nov 2010 20:21:16 +0000

The TMI office recently took on a new client in an old friend Stephen Crow. Crow, a salon owner, senior stylist, and a National Educator for JPMS systems–collaborated with the TMI team for a completely new look for his site and on-line presence. This project lead to combined efforts on several creative projects—the end result being a hyper networked website for his business, an online business card for Stephen as he strives to take his persona and expertise outside the walls of the salon, and an interactive blog that not only brands the Salon but also takes Stephen himself to the next level of exposure, bumping up his career up a notch in the hair world.

BLOG: http://blog.stephencrow.com/

By educating Stephen on the power of blogging and blogger relations we were able to create a blog that simply serves as an online newsletter about all things Stephen. From styling Miss Idaho, to Salon Salon promotions–his blog let’s clients in on his inter-workings, while simultaneously creating a community for his clients—and drawing in potential clients by giving them a glimpse of his world, staff professionalism and passion for his craft. The blog is linked to his facebook and twitter—providing a complete package to reach all of his fans, friends and clients. The blog aspect of this project simply allows Stephen to keep his personal BRAND, and HIS SALON on the top of his clients minds—to truly make it a LIFESTYLE business. It also increases his search capacities with tourists, residents, or potential clients are searching out hair and beauty options in his area.

A sample blog post:

Site: www.salonsalonandthespa.com

In creating a new site for the actual SALON, Stephen wanted an image that was fresh, easy, professional and crisp. His salon is staffed by brilliant and talented professionals who are doing amazing things—the site is an easy template to highlight those services and team members—but it’s basic function is to draw in new clients. The site offers a brief glimpse of what is offered, who is providing which services, and why you would want to be a part of it all. We also introduced client testimonials which have been a favorite among staff and clients. Salon Salon, a JPMS FOCUS Salon, is simply selling a lifestyle–offering great services to make you feel better, to look better and to live better, the site is a clear representation of that goal.

A quick screen shot of the main page:

For the final face of this project we partnered with Crow on several creative projects, both in NYC and otherwide, for our other clients. He provided his services in the realms of hair and styling, and we photographed and captured him at work. We then used these images (photography by Helen Pearson) to create a simple and clean site just for him. www.stephencrow.com is a simple “on line business card.” This site links to all of the other projects we have created–while simply showing Stephen at work–and giving a glimpse of what he can do, be that in the Salon, on stage or behind the scenes for editorial work.

Visit his personal site here:www.stephencrow.com

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

Ty — Sun, 21 Nov 2010 19:58:46 +0000

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