Okay, so, today I tried my hand at something new – a campaign for North Sails, and it ended up in Women’s Wear Daily. Yeah, the one that’s been around for like, a hundred years. Wild, right?
First off, I gotta say, digging into North Sails’ history was pretty cool. I mean, this brand was started by Lowell North back in 1957, in San Diego. The guy was an engineer, and he was all about making sails faster than anyone else. So, I started by diving deep into what makes them tick.
I spent a good chunk of time just brainstorming. What could I do that was different? What was new?
- First step: I sketched out a bunch of ideas on my whiteboard. Most of them were trash, honestly.
- Second step: I did some mood boards. You know, just throwing together images and colors that felt right.
- Third step: I talked to some friends in the industry, got their take on what’s hot and what’s not.
After all that, I came up with a concept. Then I had to decide where to shoot. After a couple of days scouting, I found the place. I got the models lined up, the photographers, the whole crew. It was a lot of moving parts, but we made it happen.
Shooting Day
We started early. Like, crazy early. Sunrise early. I remember drinking so much coffee that morning! I wanted everything to be perfect. The light, the clothes, the models’ expressions – everything had to be just right. We shot all day. I lost count of how many shots we took. But, in the end, I think we got some amazing images.
After the shoot, it was all about editing. I sat with the editor for hours, picking the best photos, making sure the colors popped, and just getting the overall vibe right. We argued, we agreed and argued again, and finally got what we wanted.
And guess what? It paid off! Women’s Wear Daily picked it up. Seeing it there, in a publication that’s been around forever, it was a good feeling. It wasn’t easy, but I pushed myself, and it was worth it. This whole experience taught me a lot. Stay tuned, there will be much more coming!
