Find Your Feet
Working with legendary Tasmanian outdoor retailer Find Your Feet, I created a series of instructional trail running videos. The content was designed to show both newcomers and seasoned runners how to approach the terrain, highlighting techniques to help people get out on the trails with confidence.
#photography #videography #campaign
The brief and the approach
I was asked to capture something most photographers never see. The client needed proof that their gear worked where it mattered most—in the field, under pressure, in real conditions. Not in a studio. Not on a perfect day.
I spent time understanding what the brand stood for before I ever picked up a camera. What problem were they solving? Who trusted them? What story needed telling? Then I went to where the work happens. I shot in the conditions their customers face. I documented the moments that matter.
The approach was straightforward. No styling. No shortcuts. Just honest work in honest light, with athletes and adventurers who knew their craft. I focused on the details—the worn gear, the effort, the terrain—because those details are what build credibility.
The campaign ran across their digital channels and print materials. It shifted how they positioned themselves in the market. Retailers reported stronger engagement. The brand saw themselves differently too—not as equipment makers, but as partners in real adventure.
That's what I do. I help brands tell the truth about what they make and why it matters.
I was asked to capture something most photographers never see. The client needed proof that their gear worked where it mattered most—in the field, under pressure, in real conditions. Not in a studio. Not on a perfect day.
I spent time understanding what the brand stood for before I ever picked up a camera. What problem were they solving? Who trusted them? What story needed telling? Then I went to where the work happens. I shot in the conditions their customers face. I documented the moments that matter.
The approach was straightforward. No styling. No shortcuts. Just honest work in honest light, with athletes and adventurers who knew their craft. I focused on the details—the worn gear, the effort, the terrain—because those details are what build credibility.
The campaign ran across their digital channels and print materials. It shifted how they positioned themselves in the market. Retailers reported stronger engagement. The brand saw themselves differently too—not as equipment makers, but as partners in real adventure.
That's what I do. I help brands tell the truth about what they make and why it matters.
I was asked to capture something most photographers never see. The client needed proof that their gear worked where it mattered most—in the field, under pressure, in real conditions. Not in a studio. Not on a perfect day.
I spent time understanding what the brand stood for before I ever picked up a camera. What problem were they solving? Who trusted them? What story needed telling? Then I went to where the work happens. I shot in the conditions their customers face. I documented the moments that matter.
The approach was straightforward. No styling. No shortcuts. Just honest work in honest light, with athletes and adventurers who knew their craft. I focused on the details—the worn gear, the effort, the terrain—because those details are what build credibility.
The campaign ran across their digital channels and print materials. It shifted how they positioned themselves in the market. Retailers reported stronger engagement. The brand saw themselves differently too—not as equipment makers, but as partners in real adventure.
That's what I do. I help brands tell the truth about what they make and why it matters.