CASE STUDY — EVOLVE
CREATIVE CONCEPTING — PRODUCTION — LOCATION + TALENT
STYLING — PHOTOGRAPHY — POST-PRODUCTION
Every project brings its own unique challenges to the table, and Evolve was no different for us. What began with a nugget of an idea evolved (no pun intended) into a huge concept. When Potluck was brought in as a creative partner we took those big ideas and found a way to pare them down to be more realistic to the given timeline and budget. We were able to think big but within the boundaries to make a final product that allowed viewers to picture themselves in the great outdoors.
Soulsight recently rebranded Evolve’s packaging with the theme of three national parks. This sparked the idea to shoot the product at three national parks across the country. Potluck was brought in as a collaborator to bring creative ideas and give more bandwidth to the production. We began with a look at the timeline and budget and were able to create the same vision but at one park that was easier to access for the production and crew and we shortened our timeline to be able to shoot during the appropriate weather.
The concept started huge, photo + video in three national parks around the country, with multiple models in the parks and in the city. The client was super excited, but decided to start small in 2021 and expand the project in 2022 and beyond. So, we nixed the video component, and chose one park that we could easily access. The assets were to include landscapes, textures, staged product shots, people interacting with product and lifestyle/travel imagery of models that will form a cohesive set of images to use over a multitude of touch points (social, web, print, OOH, anything!).
“We created a full fledged creative treatment, concept and breakdown of the entire project from start to finish.”
“The final objective was to create evergreen photography content for social, web and print over the course of two days. ”
With evergreen content in mind, we ran the photoshoot less like a singular campaign and more like a set of images from travels with friends. We imagined a group of friends visiting a national park/living in the city who just happen to have an amazing photographer documenting their adventures. The final images spoke to the wellness-minded adventurer and to Evolve’s values of accessibility, simplicity and authenticity. The aim was to leave the viewers wanting to be a part of a brand that has the same values and interests as they do, as well as a yearning to get back outside.
These images allowed for a catalog of cohesive imagery to be used for everything from social media to catalogs to expos. Providing more than just a look into people enjoying Evolve in the wild, they tapped into the emotion that’s deep inside all urban dwellers who have part of their hearts in nature.
PRODUCER — MIKEY LITCHFIELD
PHOTOGRAPHER — JON SHAFT
MUA — BRANDI KOERTEN
STYLIST — TAHLER JOHNSON
PHOTO ASSIST — JOSUÉ BRIONES
PA — DAMIAN WISEMAN
TALENT — SOPHIA RAFIQI, OWAIS AHMED, WANJIKU KAIRU, ULYSES ESPINOZA