2021 Shoe Guide
There was a lot of optimism coming out of 2020 and into 2021 and our creative team was all over it. The 2021 Shoe Guide was my opportunity to adopt some of the current color trends and photo styles. Floating the shoes to show off the angles vs a laydown. Using colors that correspond to the category of the shoes; yellow for road, olive fab for gravel and mountain bike, poppy was used as the color for the overall campaign. This would take shape for other shoots to come through the year. However we didn't rely on color alone to communicate for accessibility reasons, but made it a through-line in the campaign and other guides to come for '21.
A fairly complex experience, going deep into Road and Dirt categories. I partnered with Sunn Kim to shoot video of our Gearheads talking about our favorite shoes in each category.
Role: Overall design, wireframes, concept, assistant art direction
Creative Director: Paul Tew
Art Director: John Perry
Photographer: Ben Khuns
Merchandising: Eric Poole
Copywriting: Max Polin & Jani Holder
Videographer: Sunn Kim
